Words, images, and how we put them all together matter. They convey the world we want to see, and hold the past and our present.
My job as a communications strategist is to make sure that the words and images an organization uses reflects its vision and values. For me in my work in international aid and philanthropy, this means using our power and resources to reshape ideas of how “helping” should occur – from charity to solidarity.
That means that storytelling must differ from the mainstream “news” in four important ways:
Outsiders are never the antagonists of the story.
History is pretty unequivocal on how lasting social transformation occurs. That is why stories must start with someone embedded in their own community, someone who holds a vision for a hopeful, collective future and is building towards that vision with those around them.
External actors (like nonprofits and do-gooders) are only ever secondary characters. Thus we must be transparent and clear about our roles and how we support the main storyline – that is, small, yet formidable pockets of people power coming together to make change around the world.
Stories don’t espouse simple solutions or explanations.
I want to help folks tell stories that help people consider root causes and alternative solutions, stories full of details that offer context and dignity, stories that stimulate critical thinking and compassion. These are stories created within a body of work focused on righting the wrongs of economic, political, and historical realities, but also focused on what else is possible – right now.
Many organizations use the following storytelling formula to get people to donate to them: “poor people face problem X” + “our solution/intervention, i.e. why we need your money” = “end of problem X.” For example, an NGO will highlight the story of a woman who had her first child at age 17 and now has four children and struggles to feed them. That is, until she attends a “family planning fair” in the capital city sponsored by the organization. She is “happy” to have attended. The end.
What about gender violence? What about urbanization? What about food and economic systems? All may be contributors to her family’s circumstances.
The end? If only.
Stories are formed within local contexts, and with a global audience in mind.
Telling truer stories means creating them with the people who the content is focused on. Stories that uphold self-determination mean those whose story it is are the first and most important audience. They define not only the problems, but also the solutions.
Because we are all surrounded by systems that wish to do away with our humanity, stories must never define people by their problems or struggles, but portray them as full human beings. This includes the “subjects” of stories, and our audiences, because though the details may differ from context to context, issues rooted in abuses of power affect us ALL.
From “86-yr-old grandma” to “8th grader,” there’s no dumbing down. We respect our audiences enough to invite them to reflect on what are deeply rooted issues. Young people especially have a completely different frame about their roles in how change occurs. When our storytelling is rooted in shared analysis, we can connect person-to- person rather than giver-receiver.
Stories mobilize collective action.
Oh how I wish it were possible for one individual or one organization to “change the world.” That is why I create communications strategy that challenges the individualism and isolation that keeps us separate, and that keeps pushing beyond any savior mentalities. No longer are communications teams just “delivering” information to “targets” in transactional ways, but rather, we are weaving an interdependent community together.
Storytelling is a powerfully emotive and connective tool for this purpose. Stories can persuade, influence, motivate, and educate. But in these times, we also have to notice how stories can deepen ignorance and reinforce assumptions.
It is our responsibility as storytellers and bridge builders amongst our communities to start conversations about how to build collective power and to care for one another and the land that supports our lives…
…which is why it is my pleasure to announce that this week I have joined the Center for Rural Affairs as their Director of Communications!
Unleashing the potential of rural communities and improving the quality of life for all people has always been at a core of “why” in my career. This is another blessed step on this farm girl’s localization and liberation journey. I’m so glad and grateful to join an amazing team, bringing together my communications experience with my background and attachment to the Great Plains — the land that shaped me and surrounds me.
My coaching and consulting business will continue. Reach out anytime.
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