“I wasn’t going to tell a story; I was telling myself this on the way to today’s session. But you got me, girl, and I shared a story.”

I received this feedback after delivering a Narrative Strategy workshop to a group of advocates working with local government to create awareness and change within communities for people with disabilities. 

This feedback reminded me of why I do my work. I want to give people the power to make change and shape the future they want. And the stories we tell, the messages we shape and the vision we share are the most powerful tools for making change and a positive impact in the world.

It was also a reminder that sometimes, sharing stories can feel traumatic and confronting for some people. They may feel uncomfortable discussing issues or situations they only share with close friends and family in a communications workshop.

However, after 12 years of creating strategic communication, I know nothing is more potent than an authentic story as a powerful tool for change. The authenticity of a lived situation, genuine emotions, and the transformative events that reshape real lives are the elements that captivate and inspire audiences. I use the following tools to deliver impact when creating strategic narratives that resonate, inspire, and empower while respecting individuals’ comfort zones and experiences when using their personal stories.

True Stories
Strategic narratives are tools that communication professionals use to align key messages to the goals a group or organisation is working towards. Using authentic stories of individuals to bring those key messages to life ensures that all messages are relatable and illustrate the goals an organisation is working towards in ways that its audience will understand. Messages on the page come to life by channelling real experiences and deep emotions to drive goals forward. The power of integrating personal experiences into strategic narratives to infuse the right emotional nuances is core to capturing a target audience’s attention.

Authenticity Is Everything
Authenticity has never been more important for communication strategies. People have become very sensitive to anything that doesn’t have a ring of truth to it. A strategic narrative aligning with an organisation’s goals is crucial to successful engagement with people inside the organisation. They are central to conveying messages and guiding individuals’ collective understanding and actions towards a shared future goal. However, in the pursuit of authenticity and connection, it’s essential to be mindful of the impact of storytelling, especially when dealing with sensitive topics. 

Relatable Messages
A fundamental principle when developing a communication plan is to anchor key messages in the organisation’s objectives. The narrative should serve as a compass that directs everyone towards a collective goal. The essence of strategic storytelling lies in its ability to bring to life how these objectives directly relate to individuals’ lives and work, fostering an understanding of positive change’s feasibility. Nonetheless, this process can become tricky when some people have stories to tell but might be hesitant due to past traumas or discomfort.

Story Adjacent
My first port of call when approaching sensitive story topics is the concept of telling “story-adjacent” tales. During my story discovery workshops, instead of delving directly into experiences that involve a high emotional response, we look at telling stories of similar situations they have faced. For instance, consider a team’s transition from a process-focused mindset to a customer-centric approach. Many of the team members might need to gain experience with a customer-focused attitude within their current role. Instead, we told stories about times we needed help and received excellent service. For an organisation undergoing a culture change process, many people may be experiencing high stress levels at their current jobs. Instead, we told stories of previous roles where they enjoyed the culture and felt supported. These true stories have the same powerful building blocks for crafting authentic key messages without asking participants to dive into situations that make them feel uncomfortable. These stories can be seamlessly woven into positive messages, connecting personal experiences to broader organisational goals.

Share Your Context
However, even with the best intentions, we must craft strategic narratives with sensitivity and clarity. It’s imperative that storytellers fully comprehend the purpose of sharing their experiences. Clear communication and facilitation are pivotal in ensuring participants understand how their stories contribute to tangible, real-world changes within their communities and organisations. This clarity not only empowers the storytellers but also establishes a sense of purpose that underlines the significance of their contribution.

Respect Boundaries 
Respect for individuals’ boundaries is paramount when encouraging them to share their stories. Only some people are comfortable revisiting life events that make them feel vulnerable; emotional well-being is essential. Providing various mediums for sharing, such as written formats that allow for anonymity, enables individuals to contribute without exposing themselves to an emotional situation they didn’t sign up for. This approach supports those who want to share their experiences but may need more preparation to do so openly.

An additional layer of care is essential for communication professionals who work with marginalised individuals seeking to advocate for change. It is even more critical that communication professionals play a pivotal role in helping these individuals voice their concerns, aspirations, and struggles in ways that align with their comfort levels.

The Narrative Balancing Act 
Delivering strategic narratives involves a delicate dance between authenticity, empowerment, and sensitivity. While stories possess the power to unite, uplift, and catalyse change, each storyteller must be approached with an acute awareness of their emotions and experiences. It is possible to create authentic narratives that resonate and make a difference by employing the approaches I explore in this article.

When we design futures collectively shaped by people’s stories, let us remember that the authenticity of the journey is reflected in the destination we strive to achieve. Authentic stories produce authentic strategic communications.