Storytelling in Government Communications
People respond to well-crafted stories that capture their attention, build sentiment, and inspire action. Very few people are moved to action from sterile, detached facts and figures. Storytelling provides target audiences an opportunity to embark on an engaging journey with the communicating organization. Humans have leveraged storytelling for thousands of years - providing the foundation for which many modern ideals and religious practices are based. The sacred art of storytelling has helped societies survive (and thrive!) in a constantly changing world.
Understanding what people connect with in terms of digital storytelling can help government agencies improve the effectiveness of their communications strategies across multiple platforms. Simply broadcasting information doesn’t cut it in the 24/7 technology-fueled battle for attention. Today’s constantly bombarded online users do not care how great your agency’s program is until they realize just how much the program can enrich their lives and the lives of people in their communities.
When government agencies present information in the form of storytelling, communications and outreach efficiency will increase. Storytelling cultivates a connection between the agency and its audiences. When utilized effectively, well-crafted stories can foster long-term relationships with people in the community. Additionally, neuroscience research has revealed that storytelling has the potential to initiate a biochemical response that assists in cultivating empathy, trust, and openness towards the communicative organization.
Here are a few storytelling tips for government communications:
People want to know the “why” before the “how” or “what.”
Don’t just relay the facts; instead, craft a message that communicates who the organization is, the mission, the purpose, and the hopes for the organization’s future. Federal, state, and local governments are all similar in terms of who they are interacting with - human beings. While such audiences may include people from diverse backgrounds and experiences, most people seek out connections from trustworthy sources that care about their lives, future, and community. Government agencies can utilize storytelling both online and offline to communicate their commitment to the “why” - the people they were created to serve - before discussing the “how” or “what” behind their programming.
Consider utilizing Freytag’s Pyramid for effective storytelling.
Freytag’s Pyramid is a drama-based process intended to engage the audience, invoke emotions, and inspire action. The five parts of this process include:
Exposition (the inciting moment)
Complication (a rising action)
Climax (a turning point)
Return ( a falling action)
Catastrophe, denouncement, resolution, or revelation (the moment of emotional release)
While initially applied to the thespian arts, Freytag’s Pyramid can provide government communications professionals with a process to develop agency-crafted stories and communications campaigns.
Don’t forget the data.
Information relay is an essential part of storytelling. If a story is all fluff and has no foundation, audiences will lose interest quickly, and any trust cultivated through the initiative storytelling process may be dismantled. When evaluating what data should be included in the story, communications and marketing professionals should carefully consider the experiences and interests of target audiences. What concerns keep these people up at night? What challenges have they faced? What pressing community-related matters weigh on their subconscious? If supporting information touches on these concerns and justifies action, it should be included in the overall messaging strategy. Effective communication of data distribution will be concise, simple, and relevant.
Learn more about government communications:
If your government agency is looking for a creative partner to provide marketing consulting and management services, contact Becker Digital. We specialize in going beyond the screen and engaging diverse communities in a meaningful way. All of our work is customized to the organizational client’s needs. Contact us to schedule a complimentary call and learn more about how marketing strategy can enhance your organization’s mission.