Turn your information into a story that resonates
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This document discusses how to turn information into compelling stories that resonate with audiences. It argues that storytelling is how humans perceive and understand the world. Stories help with attention, understanding, and influence by overcoming the "curse of knowledge" and resistance to information. The key elements that make a story resonate are themes of survival vs. death, empowerment vs. powerlessness, or connection vs. isolation. These themes tap into human emotions and allow the audience to connect with characters. The document provides a worked example of turning scientific footage into a story and discusses techniques for interviewing subjects and crafting stories from information.
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Turn your information into a story that resonates
- 1. PATRICIA MCMI L LAN TURN YOUR INFORMATION INTO A STORY THAT RESONATES
- 2. “The single biggest problem in communication is the illusion that it has taken place.” –GEORGE BERNARD SHAW
- 3. WHAT WE'LL COVER • Why stories • What makes a story resonate • Turning your information into a story • Delivering the story
- 4. NARRATIVE AND EVOLUTION Telling stories Logical narrative Reading and writing 0 25000 50000 75000 100000 Years
- 5. WE ARE ALL STORY GENERATING MACHINES. IT’S HOW WE PERCEIVE THE WORLD.
- 6. WHY STORIES? ATTENTION UNDERSTANDING INFLUENCE Curse of knowledge Resistance
- 7. “Storytelling reveals meaning without committing the error of defining it.” –HANNAH ARENDT Hannah Arendt in 1969, (AP photo).
- 8. WHAT MAKES A STORY RESONATE? BIG S STORYTELLING The Flying Carpet, Viktor Vasnetsov (1880)
- 10. “A story is a recounting of events during which you wonder what is going to happen, and then you find out.” –CYNTHIA KURTZ
- 11. 3 THEMES THAT RESONATE SURVIVAL V DEATH EMPOWERMENT V POWERLESSNESS CONNECTION V ISOLATION
- 12. THEIR STRUGGLE TO SURV I V E BECOMES OURS SURVIVA L V DEATH
- 13. HER FIGHT AGAINST INJUSTICE BECOMES OURS EMPOWERMENT V POWERLESSNESS
- 14. HIS NEED TO GO HOME BECOMES OURS CONNECTION V ISOLATION
- 15. SOMETHING HAS TO BE AT STAKE SURVIVAL V DEATH EMPOWERMENT V POWERLESSNESS CONNECTION V ISOLATION Fear Anger Sadness
- 16. “Story: n.: A detailed, character-based narration of a character’s struggles to overcome obstacles and reach an important goal.” –KENDALL HAVEN
- 17. An example of story structure applied to The Wizard of Oz
- 18. SMALL S STORYTELLING FINDING THE STORY IN YOUR INFORMATION
- 19. STORY ELEMENTS THE MORE OF THESE YOU WORK IN, THE MORE COMPELLING THE STORY, BUT THERE’S A TRADE-OFF IN STORY LENGTH. NOT EVERY STORY NEEDS ALL OF • Theme: Why do we care? • Setting: When and where? • Character: Who is the hero? • Something unexpected • The character’s important goal • What’s at stake? • Obstacles and struggles • Enemy? Allies? Mentor? • Resolution: Is it a happy ending? • A point: How has the world changed? • Sensory details: Help the story stick THESE.
- 20. WHY STORIES? ATTENTION UNDERSTANDING INFLUENCE Curse of knowledge Resistance
- 23. WORKED EXAMPLE • Themes: Survival v death (saving endangered creatures and habitats) + Connection v isolation (beautiful footage) • Setting: Qld, starting 20 years ago • Character: Richard Fitzpatrick • Unexpected: 1 Pb of jellyfish video. Using documentary footage for science • Important goal: Contribute to understanding and preservation of ocean creatures and animals • Obstacles: Accessible storage solution; Richard’s time is taken up responding to requests for his footage • At stake: Valuable footage is not accessible and at risk of being lost. The Qld Govt needs it to save turtles on Raine Island. Jamie Seymour needs it to develop anti-venom for box jellyfish. Others need it too. • Advisers: RDSI, QCIF; Allies: Jamie Seymour • Resolution: Accessible storage - yay! • The point: Footage now available. Richard can spend his time on research • Sensory details: Images, “It’s saved our butts already”
- 24. A FEW MORE TOPICS The Deluge, Gustave Doré (1866)
- 25. THE STORY INTERVIEW WHY IS THIS WORK IMPORTANT? HOW DID THE IDEA COME ABOUT? CAN YOU REMEMBER HOW IT STARTED? WHAT PROBLEM WERE YOU FACING? WHAT HAPPENED? WERE THERE CHALLENGES? HOW DID YOU OVERCOME THEM? WHAT WAS THE OUTCOME?
- 26. DELIVERY MODES AND MEDIA - LOTS OF OPTIONS IN PERSON VIDEO SLIDEDOC WRITTEN DELIVERED VIA SOCIAL MEDIA, WEB, OR TRADITIONAL MEDIA
- 27. “Our life is frittered away by detail. Simplify, simplify.” –HENRY DAVID THOREAU
- 28. NEVER BE FALSE OR MISLEADING TELL THE TRUTH
- 29. “Maybe stories are just data with a soul.” –BRENÉ BROWN Photo by Andrea Scher