An authorly common buzzword

We’ve been thinking about ‘storytelling’. It’s an idea you hear about a lot, but if we’re all going to use the S word, it makes sense to be clear on what it means. Here are three distinct types of storytelling, for a start.

The Song of Ice and Fire: planning an epic opus

Sometimes, we’re asked to do some storytelling when a client needs a hand taming a huge report. Fixing puzzles like:

• Who will want to read this thing?
• How the hell did it get so long?
• What’s the point of it, again?

In this definition, the writer is like a novelist planning an 800-page fantasy novel. You’re weaving plot lines together to craft a page-turning narrative. And if you want good reviews, you’ll probably need to kill off some of the less interesting or relatable characters along the way.

The Clark Kent: hammering at the typewriter

Or sometimes, we’ll take a storytelling brief and then realise it’s a messaging job. The end result will be a messaging ‘house’ (suite, matrix, or whatever you prefer). Basically, a library of messages in all shapes and sizes that a business can use to talk about its products or mission.

These documents are bigger than a Sunday newspaper and are often the basis for all kinds of spin-off communications. They’re signed off by big groups of stakeholders, and the writing needs to be clear, effective and legally compliant. When you do this type of storytelling, you can feel a bit like a journalist: working to tight word counts, scrunching up redrafts, and checking your facts.

The Dead Poets Society: rekindling a love for language

Then, there’s the creative sort of storytelling. Sometimes, people will come to us when they’re all out of ideas and their writing is getting stale. They might need a creative kickstart for fresh thinking in their team or department. Or a lesson in some linguistic tricks that will hook their readers in and keep their attention.

On this type of job, the writer’s role is like Robin Williams’ character in Dead Poets Society: an eccentric, enthusiastic English teacher who’s obsessed with language. Wear your sensible shoes, because they might just ask you climb up onto your desk for a fresh perspective.

This list could have gone on for much longer, because there’s really an element of storytelling in everything we do as communicators.

If you’re ever struggling to get your story straight, come and talk to us.