Dynamic Storytelling
Learn how to engage your audience
By Silvana Clark
At a parks and recreation conference, I watched a speaker begin his presentation by saying, “Soooooo, I want to tell you a story.” He then went on to relate how his daughter had all the latest toys, games, and age-appropriate video games. He described many of these in detail. His story was punctuated with unnecessary details about the hair color of his daughter’s five Barbie dolls. He continued, explaining how his daughter frequently complained of being bored. At this point, his story was eight minutes into a 45-minute keynote. I watched people start to squirm and lose interest. Three minutes later, he came to his conclusion. He described how his daughter went outside, lay on the grass and enjoyed looking at all the shapes in the clouds. His point? Kids should spend time outdoors. It’s a nice story. A nice story if it was condensed to two or three minutes.
© Can Stock Photo / ferli
With the proliferation of TED Talks, podcasts, and even Kickstarter, there is a new emphasis on storytelling. Suddenly, everyone sees themselves as a storyteller, captivating an audience with a riveting tale. In most cases however, the storyteller is ill-prepared to craft a story that keeps an audience’s attention, let alone has a purpose.
Storytelling, on its own, can be a bit abstract. Does a one-minute description of the time you ran a successful youth talent show count as a “story”? Is a PowerPoint presentation about your soccer program a “story”? For parks and recreation professionals, storytelling usually involves making a personal connection with an audience, even if the audience is one parent who is hesitant to sign up a child for a program.
Make A Personal Connection
Years ago, I and others started a new day camp for elementary children with special needs. As soon as the flyer went out (no internet back then), parents called, asking so many questions about staff ratio, types of activities, and safety procedures that I scheduled a meeting. Twenty-five parents came together, most with reservations about entrusting their child to a group of college students who might have wild ideas, like using a Slip ‘N Slide or finger painting with pudding. Gasp! I laid out all the factual information, highlighting staff training and supervision levels. I could tell the parents still had hesitations about signing up. Then I pulled the storytelling card. I invited a mother to speak, whose child attended a similar program in a nearby community. She described the self-confidence her son had gained from the program. She also shared how she benefited from some free time for herself during the summer when he went to camp! Her short, succinct story made a personal connection with the other parents, who quickly registered for the program.
© Can Stock Photo / jarenwicklund
Enhance A Topic With Human Interest
Whether talking to park board members, a group of volunteer coaches, or eager but inexperienced summer staff members, I have found that storytelling is an effective way to communicate and build relationships. Even if you are designing a new brochure or updating a website, adding a story about the human aspect of parks and recreation builds customer loyalty. In a report on the cost of adding new bike trails in the community, intersperse facts with a narrative about a teacher who rides her bike to school. Describe how she sets an example for her students on the importance of physical fitness and reducing her carbon footprint. Of course, there are times you need to cover hard facts and figures, such as a budget or specific first-aid procedures. Can you emphasize those facts with a story that evokes some emotion? Share the story of a child who choked on a bite of apple during a hiking trip. Due to the counselor using his first-aid training to administer the Heimlich maneuver, the story had a happy ending. Any type of statistical jargon can be enhanced with a human-interest story. Jennifer Aaker, a psychologist, sums it up: “When data and stories are used together, they resonate with audiences both intellectually and emotionally for a lasting effect. You need to persuade the rational brain but also resonate with the emotional brain.”
Become A Pro
Here are some more tips on how to tell an effective story that resonates with people:
Begin with the story. Start the presentation without a one-minute introduction by saying, “I thought maybe today I would tell you this story. Not sure if you want to hear it, but I want to tell you this story because my daughter said the cutest thing.” No intro needed. Just get to the point!
Practice. I know many people think they can just “wing it.” Unless you are an experienced presenter, you need to practice at least having a beginning, middle, and end to the story. Watch any TED Talk and see how the storyteller gets to the point, makes the point, and then wraps up the point (www.Ted.com) Another great source is to attend a Moth storytelling event near you. You’ll enjoy a community-focused, open-mic competition as presenters tell a five-minute story. Admittedly, I’m hooked and have participated in Moth StorySlams in several different cities (www.themoth.org).
Get brave and pay a teenager to listen to the story. Teenagers are brutally honest! Ask him or her to count the number of times you say “ahhh” or “um,” or note if you have distracting habits, like frequently clearing your throat or fiddling with your hair. Do you rock back and forth while speaking? Almost every community has a Toastmaster Club that welcomes guests. Go to a few meetings, where you’ll find a group of friendly people looking to improve their speaking skills in a non-threatening way. Don’t worry. They won’t make you give a speech on your first visit! (www.toastmasters.org)
As recreation professionals, we’re expected to do it all—plan creative activities, balance budgets, and at times clean toilets. In between those times, we calm angry parents, recruit volunteers, and fold napkins in the shape of swans. Now you can add one more area of expertise—dynamic storytelling!
Silvana Clark has stayed in over 350 campgrounds across the U.S., Canada, and overseas. She frequently presents keynotes and workshops on how campground owners can improve customer service and increase the number of guests who turn into repeat customers. For more information, visit www.silvanaclark.com.