Storytelling is where the magic happens
A new Time-Harris poll asked Americans who were vaccinated against COVID-19 what influenced them to get their shot. The top answer? A news story…reading or hearing a news story about someone who was already vaccinated.
That answer influenced people more than:
- Wanting to visit family or friends (60%)
- Having a conversation with friends or family about whether to get a vaccine (59%)
- Being contacted directly by a local official with information about how to get a vaccine (32%)
Storytelling. It’s powerful.
“Stories create connection, and connection is a way in which we make decisions and move through life,” said Karen Geddeis, Communications Director at Leyden Township and a strong advocate of storytelling. “Anytime we try to directly influence someone or convince them of an action, it can come across as artificial. Sharing an authentic story, a part of ourselves impacts us in ways that are inherent to us as humans. It’s a powerful form of interaction.”
That’s good news for communicators and a critical lesson for schools. Tell stories behind the test scores, find inventive teachers who are reaching students in unique ways, feature students who are making a difference. A story is much more effective in influencing the public than, say, a letter from a superintendent, or a recap from a board meeting. While those are important, personal storytelling offers great appeal and helps influence feelings and action. The good news is, as school communicators, we never run out of stories.
Here is the Time Magazine article about the psychology of influence and how storytelling prompted people to get vaccinated against COVID-19. Here are other PR lessons learned during the pandemic.