Storytelling Copy
Storytelling
All communication needs to be directed towards someone. We can’t assume that a story is for everyone. Think about who this is for. Who are you talking to? It may seem like a simple question, but one of the questions many communicators struggle to answer. Campaigners, media makers, and NGOs will often say “everyone” or spit out a very broad target audience statement. For effective communication to take place, understanding the three essential elements is crucial:
SENDER – MESSAGE – RECIEVER
When addressing a social problem, it is important to know who are the people that are interested or affected by this problem and what role they play in it. With this information, you can tailor your content to speak specifically to them and make sure that the message arrives effectively.
- Who are they?
- What do they believe in?
- Why do they believe that?
The types of questions above signal a strategy that goes beyond facts. Humans are incredibly emotional and as we have seen in previous modules, often rely on familiarity and closeness to form their opinions. More often than not strong opinions are formed when the type of communication is not dialogical but confrontational. Departing from deeply trying to understand the person who we are trying to persuade recognises the importance of feelings and gives way to strategic communication.
Empathy Map
Empathy refers to the ability to understand and share the feelings, perspectives, and experiences of others. It involves stepping into someone else’s shoes, seeing the world from their point of view, and recognizing their emotions and concerns. Empathy allows communicators to connect with their audience on a deeper level, fostering understanding, trust, and compassion.
An empathy map is a tool to understand the person’s thoughts, feelings, needs and behaviours about a specific topic. The areas to consider
- What do they think? Their thoughts, beliefs, aspirations, motivations, and mental processes
- What do they see? Think about their environment, their context and the content they watch.
- What do they say? What are the things they write/say about this topic?
- What do they feel? What are some of their pains, fears, and hurts? What are their hopes, desires, and dreams?
- What do they do? Observable behaviours, actions and interactions.
- What do they hear? External influences and sources of information, including media channels.
This map will be a guide to better understand our campaign audiences. For instance, when crafting a persuasive video for our cause, understanding the emotions of your intended audience is crucial. This empathetic approach acknowledges that political stances or opinions are frequently rooted in emotions, not solely in facts.
You can fill out an empathy map anytime you think it will help you gain better insights on a person’s emotional landscape.