Though I love data, I’ve finally become convinced that most of us operate on a more emotional level, and the best communicators recognize this and they are great storytellers. I would encourage you to have specific stories at your fingertips, ready to trot out. These may change depending on the audience, the year, the challenges you face-I just encourage you to spend specific time and energy developing these stories.
What are some examples? Know the name of that great first generation student (and clear with her the use of it) the story of how she had not realized that college was within her reach, and that this young Hispanic woman from, say, Jerome Idaho is now becoming a doctor, and plans to serve her community. Sincere stories, moving stories. You will probably find yourself talking to boosters-be sure you know the name of a football player or a track athlete whose scholarship enabled them to come to school, to excel on the field and academically, and now those boosters have not changed just that student’s lives, but those the student will touch. A successful alumnus. A faculty member who changed the lives of a student or had an extraordinary research success. A startup industry from a university invention or entrepreneur.
You may have the advantages of being a natural storyteller, or having a great communications aide…but even if not, there is great advice about storytelling out there-from TED talks to YouTube videos. Some TED talk advice gems:
- Immerse your audience in the story.
- Tell a personal story.
- Create suspense.
- Bring characters to life.
- Show. Don’t tell.
- Build up to S.T.A.R. moment.
- End with a positive takeaway.
Keep a lookout for great stories, keep a list, practice telling them. And, though you may get bored with the same story-it is surprising how much the same story can be used in different contexts.
