5 Lessons on High-impact Storytelling from General Electric

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  1. Consistently challenge yourself to stay modern and contemporary but without losing sight of who you are.  In other words, don’t change the core elements of your brand story, but bring it up-to-date to appeal to a current audience.
  2. Know who you are and what audiences share your passion, rather than try to appeal to all people. This means that you tell your story consistently over time rather than look for ways to change it to fit the broadest audience possible. It’s about being authentic.
  3. Be willing to embrace the new as soon as it is new. This isn’t about checking off a box, you’ve tried SnapChat now that’s done. It’s about not being afraid to try a new outlet and fully embracing it when it makes sense to do so. There’s a level of immediate commitment necessary because of how quickly adoption can become saturated and how easy it is for users to sniff out companies who are just experimenting.
  4. Be as creative as possible in how you tell your story. Do it in unexpected ways.  If you’re company’s become used to using video, rather than post more videos to YouTube, try doing more life videos with Periscope or Meerkat.
  5. Look at how to take the old and make it new.  What GE is doing with their classic Adventures in Electricity comic books from the ‘40s and ‘50s is a good example. They’ve created a social network for stories called Wattpad and invited the Wattpad community of writers to create science-fiction stories relative to GE’s history. That’s both unexpected but firmly in keeping with GE’s legacy.

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Aaron Heinrich
Industry Editor, Creating the Future of PR

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