Communicating Value: Telling Your Lab’s Story · 2020. 2. 7. ·...
Transcript of Communicating Value: Telling Your Lab’s Story · 2020. 2. 7. ·...
Analysis. Answers. Action. www.aphl.org
Communicating Value: Telling Your Lab’s Story
Cathy Johnson
Director, Training and Workforce Development
Analysis. Answers. Action. www.aphl.org
Once upon a time…
Karen Taylor
Quality Assurance Manager
Department of Agriculture and Markets
Food Laboratory Division, New York Agriculture
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Storytelling 101
It’s About the Who and the Why
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Who is Your Audience?
“What you’re trying to do, when
you tell a story, is to write about
an event in your life that made
you feel some particular way.
And what you’re trying to do,
when you tell a story, is to get the
audience to have that same
feeling.”
Pete Docter, Chief Creative
Officer, Pixar
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The Elements
• Universal
• A clear structure and purpose
• A character to root for
• Emotional appeal
• Surprising and unexpected
• Simple and focused
https://medium.com/@Brian_G_Peters/6-rules-of-great-storytelling-as-told-by-pixar-fcc6ae225f50
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Audience’s Lack of Knowledge is a Good
Thing
• People are compelled by stories that are surprising and
unexpected.
• People love an underdog.
• People love an unexpected hero.
• Public health lab work is part of their lives and they don’t
even know it…yet.
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Story Structure
• Who it the story about?
• What does the main character want?
• What stands in the main character’s way?
• How does the main character respond to overcome
barriers?
• What happens and what does it mean?
“When your character is battling
against all odds, facing adversity
or their back is against the wall,
well then, you have yourself the
makings of a great story.”
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A Shared Vocabulary
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A Short Story… in 6 words
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Activity:
What is Your 6 Word Story?
1. Beginning, middle, end
2. Emotional hook: funny, sad, thoughtful, silly
3. Give it a try
Report:
Share a short or two
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Thinking ahead
• Stories lead people to make decisions
• Make it about one person or one event rather than all
• Practice
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Final Thoughts
• Stories serve a greater purpose – they add value and they
teach the audience something.
• Tell a story about which you are passionate.
• Storytelling changes or challenges perceptions.
• Simplify, simplify, simplify!
Six Rules of Great Storytelling as Told by Pixar (taken from Buffer
Podcast #85) https://medium.com/@Brian_G_Peters/6-rules-of-great-
storytelling-as-told-by-pixar-fcc6ae225f50