The 5Ws and H of Storytelling: What Makes a Story?

So it's been a while for sure! The story here is... that we're ramping up for the busiest time of year for us at work, where we get to showcase our work, research and impact through events and of course...storytelling. So if you realize I'm quiet here, feel free to check me over on the other side. :)

In between now and my previous post, we also had a whole volcano explode in the neighbouring island of St. Vincent (remember I'd alluded to the increased activity there in my New Year's Eve post?), coating the north of that island and all of my country in toxic volcanic ash, closing airports and creating massive disruption, especially for the community residents living nearest to the volcano. As I type, cleaning crews are outside of my home cleaning up the ash, the final steps in what has been a weeks-long clean up effort.

One thing about the 2020s - this decade is full of stories!

That is a segue to my post - the next part in my 5 Ws and H of Storytelling series and I've finally gotten to perhaps the biggest one - the what.

Do you remember in my Origin Story post when I reminisced about my time as a teenaged journalism intern, waiting patiently by the fax machine for press releases to arrive so I could storify them? 

I didn't realize it then but that was an early and critical introduction to what a story isn't. Unfortunately, far too many people trying to get their story out to the public still make the mistakes that result in their releases being storified by a 15 year old if they're lucky or never seeing the light of day if they're unlucky.

I have sat in so many fora and had so many chats with people who are frustrated by trying to figure out why their story doesn't get covered.

Actually I should clarify that - they ask me why their event, programme, project, rebranding or activity wasn't covered or didn't get into the media and their noses are usually pretty out of joint about it too.

Very rarely do they ask why their story wasn't covered. And yet that is the crux of the matter. You have to, have to, have to, frame whatever it is you want to get covered as a story. Think about it. We read newspapers, magazines and news sites, we listen to TV news and radio news and we see and hear what stories are.

We're so good as recipients of news, knowing what piques our interest but I've found there's a blind spot when it comes to our own projects. Perhaps because we're so deeply vested in our own initiatives and find them fascinating, understand the precise meaning of every bit of technical jargon related to it and comprehend the import of every nitty gritty detail, we want to get that all in.

And here's the thing - you put all that in and no-one cares.

I know... I know, but trust me. I have had many a battle with subject matter experts trying to pry specific technical jargon and critical (to them!) details and context from their clutches.

'Look, no-one is going to read an 882 word press release John - you have to cut some stuff out.'

When you're so close to an initiative, it's difficult to properly perceive how it will read when someone's on the other end, consuming it. The best advice I can give is to think about would you, as a consumer of news, want allll of this if it was about something totally outside of your realm of expertise? Or would your eyes glaze over? Well then...

The secret is to find the story inside of your project, programme, event or initiative and provide the details that are relevant to that.

So what is the story here? Let's start with this fundamental of storytelling - the story is almost never about you or your organization (unless it's bad news...sorry!).

Another exception would be if it's a feature length story because you've accomplished a Really Great Thing - but then you really shouldn't be telling that story yourself. Rather, you should be putting yourself in the view of those who can tell your story- see: Who Should You Tell Your Stories To? 

However the rest of the time, it's definitely not about you and your organization. And yet far too often I see press releases starting with what Organization X did or donated or what CEO of Organization X announced today. 

And that just ain't it. 

Now I know you may be thinking - 'but I see a fair amount of those kinds of stories' - so why not me and mine? Well, as we say in my country, cat luck ain't dog luck and you don't know what's going on beneath the surface to make these kinds of bloviating stories make the news.

It could be that Organization X is the biggest advertiser for that media house and they are guaranteed coverage even if what they are announcing is only meh.

It could be that it was a slow news day and there was nothing better.

It could be that it's a time of year when there is lots of advertising and hence lots of space for stories. This is mostly applicable to the print media as news pages are dictated by the number of advertising pages. So at some times of year, you're pulling boring old stories from weeks back, updating them with a fresh quote from the relevant parties and putting it in because you can't just have blank spaces surrounding ads.

It could be that the editor on duty is a friend who danced at the wedding of the PR manager of Organization X and they're giving their friend an ease this one time by placing the piece on a left hand side page 20 pages in.

Don't count on that being your luck.

Instead, remember that what your story is almost always about is who is impacted by your action, programme, project or event. So instead of:

"The CEO of Organization X today announced the organization's donation of $20,000 to the children's hospital of XYZ", try instead;

"The young patients of XYZ Children's Hospital received a boost today in their battles against critical illnesses in the form of a $20,000 donation from Organization X". 

There are many reasons why you should take this approach. For one - that is the actual, emotional, beating heart of what you're doing - the people who are the purpose. It's also far more likely to get a reader, listener or viewer's attention - as I explained in Why Tell Stories, emotional content works better each and every time in persuading hearts and minds.

In composing your press this way as well, you make your piece sound more like a story and less like advertising. There are constant battles within media houses about what counts as advertising and what counts as news. If you want to get your work and initiatives covered, it's important to provide cover to the editorial departments by at least providing press that is newsworthy. Because unless they danced at your wedding, why should they stick their neck out for puff pieces?

Another element that makes up the what of your story - why are you doing what you're doing? Is it making life better, easier, simpler or more fulfilling for people, other businesses or even animals? This is also newsworthy and could be your lead off point for your piece.

So instead of:

"

Organization X today announced the launch of a new digital platform EasyDigital Plus, which will be rolled out across Country ABC by the end of the year," try instead;

"Making applications quicker and simpler for residents of ABCians is the goal of the new digital platform EasyDigital Plus which Organization X launched today. The platform will be rolled out to all of Country ABC by the end of the year."

So there it is. Take yourself out of the story and put the people and the purpose first and you will be well on your way to crafting PR that gets your message out to the public and more importantly, captures their attention.