Tina McCorkindale - PRAXIS 2018
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The document discusses the impact of storytelling in communicating information effectively, specifically about cholera and its global effects. It emphasizes the importance of engaging narratives over statistical data to capture audience attention and evoke emotional responses. The document provides strategies for storytellers, including focusing on human interest, reducing complex data, and highlighting the transcendent purpose of the content.
Tina McCorkindale - PRAXIS 2018
- 1. RESEARCH IS AT THE CORE OF POWERFUL STORYTELLING TINA MCCORKINDALE, PH.D., APR President and CEO @tmccorkindale PRAXIS
- 2. What is Cholera? • Infection of the small intestine by the bacterium Vibrio cholerae • Cholera affects an estimated 3– 5 million people worldwide and causes 30,000 – 130,000 deaths a year.
- 4. John Snow’s Cholera Map of 1854
- 7. Why Do Stories Over Stats Engage Your Brain? …And why does my cholera story matter?
- 8. Chart by: Brent Domo Explain, Enlighten, and Engage
- 9. So let’s talk about the brain…
- 10. Our Brain Becomes More Active When We Tell Stories
- 13. Paul Zak
- 15. Beware of misleading popular research! FALSE!
- 16. Content must be compelling! • 70% of users binge-watch shows • The average viewer watches around 2 hours per day when they are trying to complete a season of a series • The average person takes 5 days to complete the first season of a binge-watched series. According to
- 19. What must storytellers do? Must first sustain attention by developing tension Attentive listeners share the emotions of the characters Then mimic the feelings and behaviors of those characters
- 22. What else can you do? Character-driven stories with emotional contentCharacter Ditch the PowerPoint and tell a compelling, human-scale story Ditch Ask important questions: •Why should your viewers/readers care? How does it improve their lives? •What does it mean to them? What barriers did they overcome? Ask Do the Research •People are more motivated by an organization’s transcendent purpose rather than the transactional purpose Do
- 23. It’s a Wrap! Make your content compelling 1 Don’t forget to partner your data with stories 2 Add human interest stories to the content – focus on the people 3 Reduce the numbers to make it easier to understand 4