Storytelling Buzzword, Over Used, Under Used or Miss Used?
What is storytelling? Is it something that happens around a camp fire while roasting marshmallows, or something you do after a long vacation? Or is storytelling everywhere we look? Stories are in newspapers, magazines, on the television and on the radio. Social media is full of storytelling.
What makes the term storytelling controversial is you don’t know if the story truly belongs to the company or the story is 1 out of 10 success stories from the company helping them.
Bobby Rettew said in his online article “They like to allow the people that benefit from their grants share their story, their path, and how this investment has changed the way communities are impacted.”
Companies now use storytelling as a way of relating to their customers, a way of touching their hearts and connecting to them. Just like in the Dove “Love Your Body” campaign, they make commercials centered on women loving their bodies using stories from real women to make that connection. But the other case is just like Troy, Michigan Public Library in 2011. The library was closing do to running out of funding and need voters to vote for increasing taxes. They hired an advertising agency to get voters to act. “A Detroit-based advertising agency, which told a little story, equating closing the library with burning books.” said Armando Roggio in an online article.
My opinion on the storytelling buzzword is if it is used right I think it can be a great thing. Again the way Dove uses it is wonderfully done but in the case of the library I believe that is improper use. If it is a true story that really highlights the company then it should be used, but if companies fake stories or use the 1 out of 10 story that was a success then that is improper use. If people find out that the company faked the story or miss used a story it can cause a huge backlash to the company and harm the reputation of the company.