Storytelling

Step One

Read the Lesson

Storytelling is a tradition universally shared across every culture and every language throughout history. Storytelling through imagery (think: cave paintings) is thought to be the most primitive version of storytelling, followed by oral and then written forms. Today, we create and consume stories in more diverse forms than ever before, including myriad combinations of audio and visual representations, and even immersive AR (augmented reality) and VR (virtual reality) experiences. The rise of social media has taken the art of storytelling to new heights as an innovative way to reach new audiences and communicate at scale and in almost real-time. 

Telling Powerful Stories

Great storytellers evoke emotion in their audiences. They connect with the audience through common experiences or shared aspirations. They make the audience want to follow along on the journey and find out what new adventure lies ahead. Of course we know this to be true in books like Harry Potter or films like Star Wars, but the same is true of the stories people tell through TikTok videos and even well-crafted LinkedIn posts. Fashion influencers draw in their audience through eye-catching ensembles or relatable clothing budgets. DIYers build anticipation via demolition and progress clips, inviting both established and aspiring DIYers to celebrate in their finished projects. Businesses draw in prospective employees through posts highlighting their engaging cultures, far-reaching projects, and fulfilling work experiences.

Capturing Moments

But unlike an individual social media influencer, a school or school district’s story comes together across multiple channels and formats that weave together the unique voices and experiences of its full community. This includes stories about academics, sports and extracurriculars, individuals and groups, teachers, students, staff, and even the community. It involves a consistent practice of seeking out, collecting, curating, and sharing individual moments that impact members of the school community in different ways. From the unforgettable moment a first-chair musician nails a performance she has spent months practicing and the audience erupts in applause to the second a beaker in the chemistry lab bubbles with movement–these moments inspire excitement, anticipation, nervousness, reflection, and growth. They are also key connection points for students, caregivers, and community members. Think of each piece of content you post as a star in the sky. Together, these individual pieces of content become a bright constellation of diverse moments and experiences captured in a way that comes together as your school’s story–its brand!