1. There Are Five Sides To Every Story: Which Are You Missing? By Lori L. SilvermanPresentation by Danielle Dahlgren CMST 412 Article Presentation

2. Key Terms Story: noun, plural Stories: Karen Dietz Definition 5 Practices surrounding the use of stories: 1. Finding Stories 2. Digging Into Stories 3. Selecting Stories 4. Crafting Stories 5. Embodying Stories 3. What was the purpose of this study? 4. Finding Stories Evoke Stories by using prompts Tell me about a time when.. or How did you handle the situation? There needs to be a listener who can behaves in an appreciative manner. 5. Digging into Stories Collecting stories, rather than specific answers May bring up unknown issues, concerns, or problems within an organization Companies may identify a dominant story narrative 6. Selecting Stories Determining criteria to build a story upon that will reinforce values inside and outside the organization What are the core values? How will we highlight our strengths and downplay our weaknesses? 7. Crafting Stories All stories have pattern The meaning of the story needs to come from those closely involved with it. Story needs to be sincere Listeners will always draw their own conclusions. So, it important to identify the true meaning. 8. Embodying Stories Telling the story in person Symbolism Silvermans chair example 9. Methodology In-depth interviews conducted with more than 170 business leaders in 80-plus organizations throughout the world. 10. Rationale for this study Branding Public relations Internal employee communications Appeal to investors 11. Implications and Limitations Listeners drawing their own conclusions Stories that are not told, that should be told Specific data of ROI is hard to detail. 12. 36 percent have experienced positive financial impact to the bottom line through increased growth, profitability, and/or increased funding. 18 percent have noted that story has moved them closer to furthering specific organizational goals. 17 percent have reported increased levels of engagement between people and the organization and/or higher levels of teamwork. 13. Thanks for listening!