Storytelling is key to building trust with stakeholders, says communications expert

A fast-rising Lagos-based communications consultancy, Glann Media Consult’s founder, Njideka Agbo, has noted the importance of storytelling in crafting effective communication strategies.

Agbo, speaking at a recent webinar hosted by the IABC West Africa Interest Group (WAIG), stressed the importance of crafting narratives that resonate with stakeholders, evoke empathy, and drive action.

When asked what storytelling techniques resonate with stakeholders, Agbo stated that stories, which are skilled at conveying shared values, can foster stronger bonds between organisations and stakeholders.

She referred to Marshall Ganz’s concept of “The Story of Us,” stating that by aligning these values with shared experiences, businesses can effectively communicate their identity and purpose to stakeholders, fostering an empathetic connection.

“As a storyteller, what we have to implement here is what we call “The Story of Us,” which was coined by Marshall Ganz. In the ‘Story of Us,’ the company or organisation has to look internally to find out what the values are and then align that with the stakeholders.

“Then the next thing you have to do is work on the shared experiences: This is why we do what we do and you are as we are because we share a part. When you do this, that will help you build trust.”

Agbo, a former editor at Guardian Life, also stressed the importance of transparency and authenticity in storytelling, especially when addressing challenges or crises.

She noted the importance of addressing crisis issues openly while at the same time assuring stakeholders of proactive measures being taken to communicate hope.

“Transparency is communicating that you respect the stakeholders enough to tell them the truth. It is saying, ‘This is what we know at the moment but are working to ensure that we understand completely and we will communicate the measures taken. ‘ Even if we don’t have the current solution to the crisis, we are definitely working on resolving this.”

She also cautioned against communication spokespersons that leave room for media outlets to potentially misrepresent the situation.

“I find it interesting that quite a number of times, we have communication leaders who declined to comment or weren’t even available for comment. As much as possible, try not to have issues like that because that way you want to be in charge of a narrative and have the reporter see you as the go-to spokesperson at this time; you also want to know the direction of the story that the reporter wants to take when writing the story.”
According to her, the goal is to establish oneself as a credible source for journalists, as this will not only foster trust but also ensure a balanced and accurate portrayal of the situation.

The other panellists are Adedoyin Jaiyesimi and Godfrey Adejumoh, while the presenter is Emeka Agbayi.