Webinar: “Storytelling as a communication tool”

20 Oct 2022

Sharing a story can help engage individuals, not least because we all enjoy a story.

During this workshop, participants learnt about the power of storytelling as a communication approach, particularly what makes a good story and how it can best be delivered.

Perhaps reflecting a time when we relied on oral histories, our brains love stories. They help us understand processes and recall complex concepts. Stories also enable new information to be put into context and inspire change through engagement.

We can also be empowered to make informed decisions through storytelling.

Good stories address three concerns: context, exchange, and outcome. However, for the story to engage individuals, we – the storyteller – need to know our audience, build and release tension (drama and jeopardy), shape an idea, and communicate values that will resonate with those listening to our story.

Also, we need to remember, that less is more; we all know someone who bores us with irrelevant details. The key is selection of the information, specifically key facts only to avoid overloaded. It is also important to use appropriate analogies (comparison of two otherwise unlike things based on resemblance of a particular aspect, e.g., life is like a box of chocolates …) and metaphors (figures of speech that describe an object or action in a way that is not literally true, but helps explain an idea, e.g., she is night owl). Finally, stories benefit from demonstration or visualisation (i.e., position, colour, size, and shape, e.g., grass was green and the flowers were red).

This webinar was organised by the European Parliament partnerships team together with the European Food Information Council (EUFIC), which specialises in communicating science-based information to the general public.


Carlos Abundancia, EUFIC (BE)

Tags: Storytelling, Webinar

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