What is storytelling and why does it matter?

What is storytelling and why does it matter? What makes a social media post go viral in minutes?

These are just a few questions I ask myself almost every day. On my job as the social media manager for a school district, I am constantly trying to figure out what makes a great story. Not just any story but the positive story that reaches national news headlines. 

About a year ago I purchased a book called Made to Stick. It addressed the “ingredients” of storytelling. While the book goes into more depth, I’ve learned so far that story telling requires you to meet your audience in three ways: 

1.     Appeal to the emotions

2.     In broadcast news I learned the WIIFM factor (What’s In It For Me?)  

3.     I have a problem, what’s your solution?

There are certainly more layers to this, but I believe it’s a good starting point. 

So what is storytelling and why does it matter? In my opinion storytelling is about how you make your audience feel. Storytelling matters because it's the best way to persuade, communicate, fulfill the needs and wants of your audience.

I think the best part about storytelling is that we all can learn to do it, whether it's through music, plays, video or social media. The art and power of storytelling is sometimes overlooked, but it truly matters, big time.

Can you remember the last story you heard or watched a story that resonated with you? What was it? Why do you think the story grabbed your attention?  

Here's a video story I did two years ago about a kindergarten/senior high school class reunion. What are your thoughts? Does it meet one or more of the ingredients listed above? Does it resonate with you? Why or why not? 

This is me...

I was a junior in high school when I sat at my first news desk. “Today’s Teens Tomorrow’s Leaders” was the name of the news segment that used to air on WOWT in Omaha. The lights were so bright for a moment I envisioned Michael Jackson on a stage with a glistening sequined jacket, platinum microphone, white socks and shiny black shoes. I know, random. Immediately, I tell myself, “Focus. You can do this. Shake off the nerves and pay attention.”  I took a minute to look at my script, then the teleprompter.  The floor director was in position to give me the cue and as I waited for the signal, my heart smiled because in that moment I knew I discovered my passion. 

My high school broadcast journalism class sparked my interest in communications and storytelling. In this class I developed a love for crafting stories and connecting with people. Hence, it was fitting I’d graduate from Omaha Central High School in 2005 and attend my dream school at Syracuse University in Syracuse, NY.  There, I obtained my bachelor’s degree in communications and rhetorical studies with a minor in writing.  Syracuse University taught me the fundamentals of good reporting and journalism.  My education paved the way for me to work in broadcast journalism as a multi-media journalist in Nebraska. I have worked at ABC, NBC and CBS affiliates as a backpack reporter journalist, producer and anchor.

My well-rounded experience in news prepared me to serve in public relations at Omaha Public Schools. Currently, in my role I organize and manage internal and external communications for the school district, including managing and creating content for social media, developing video productions, publications, advertising and promotion plans.  In June 2017, the National School Public Relations Association awarded Omaha Public Schools the Golden Achievement Award for increasing engagement on social media. I created a social media strategy that followed a four-step public relations program: analysis, planning, execution and formal evaluation.  My goal is to build upon my success and enhance my professional growth as a communications expert. My long-term goal is to use my skills to start a multi-media company that specializes in performing arts and media. 

Rewind back fourteen years ago as I sat at the news desk in high school, I wanted to be the next Oprah Winfrey, the motivation must have been the lights hence the random Michael Jackson flash.  In that moment, I was certain of one thing, I wanted to be a communicator and tell good stories. Today, I understand I can tell those stories without a camera in my face and crazy deadlines to make a 5 p.m. on-air news slot. In this day and time people aren't running to their TV screens to catch the news anyway. A recent Pew Research Center report revealed that in 2017 viewership declined at local affiliate news stations. Even before this decline, I realized that I don't need a local tv station to tell stories. I can use my communication skills to help change the world, open someone’s eyes to a new perspective or even save a life right from my own desktop, phone or stage.  

Welcome to my new blog!

Welcome to the DNews Perspective blog! 

Have you ever sat down and reflected on your 32 years, 15 years, or 50 plus years of life? Do it now...

In your reflection, did you realize, wow, I’ve experienced failures, successes, heartbreak, love and more?  Life is good! Or maybe you told yourself I want to perfect my story! Do you talk about your story? Do you share your story with others? Or are you ashamed of it?

My name is Dara Hogan and I created this blog to be a platform for storytelling. Storytelling is evident throughout our lives in music, theatre, movies, books and now we can add social media. My question to you is, what story are you telling and who are you telling? 

I truly believe that when people are transparent about their lives, what they’ve experienced or learned it has the power to heal and bring hope to the world.

In one or two sentences, tell me about a time in your life where you learned an important lesson.

Here’s mine…

When I graduated from Syracuse University in 2009, I landed my first job as a broadcast news reporter. I was elated but six months later I was let go due to budget constraints.

Lesson learned: Failures don’t demote you, they strengthen you.

Now, it’s your turn. Comment below.