Pete Lewis and I have created a storytelling curriculum that reflects both journalism and PR perspectives.

As the first the technology editor for the New York Times (personally registered the nytimes.com domain), Pete has some interesting takes on the media landscape and storytelling.

I posted the first part of a Q&A with him last week.

Here’s the rest of the story.

A: Most business communication is created to inform. We made a new product. We made lots of money. We signed a new deal. We sued somebody. Other than the fact that most press releases and memos are horribly written, there’s nothing wrong with these quick information dumps; people in business want actionable information, and often a concise news report is the best way to communicate.

But storytelling engages as well as informs. A good story makes people listen. It connects on an emotional level and inspires them to participate. Storytelling creates relationships. Stories convey information, but in a more enjoyable way, especially if the story contains a bit of humor. Stories are more memorable than the dry recitation of facts and figures. If the story is well told, people will absorb and remember the message. Storytelling sells the message.

Q: Any examples come to mind?

A: One of my favorites is the memo from Nokia’s new CEO, Stephen Elop, to his employees earlier this year. Elop, a former Microsoft executive, easily could have called the troops together for a PowerPoint presentation with graphs and charts. Instead, he wrote a story. I would wager that Nokia employees found it memorable.

Here’s why: The CEO has to lead his employees to places they haven’t gone before, and to accomplish things beyond what they’ve been doing. Bad leaders threaten. Good leaders inspire. They inspire by igniting the imaginations of their employees. And the best way to fire up the imagination is to tell stories.

Q: Do you see “owned media” as having a place in this type of communications.

A: Absolutely. Corporate blogs are often showcases for storytelling, both conventional and unconventional. Cisco does a particularly nice job. One of the things I like about Cisco’s blog is the willingness to experiment with different forms of storytelling. Example: Would you read a memo or whitepaper on “the relationship between FCoE and QCN (Quantized Congestion Notification), one of the documents in the IEEE DCB standard revision”? Me neither. But look at this novel storytelling approach:

Side note: You can see the full Cisco piece online here.

It all comes down to delivering your message to the targeted audience in the most effective way. It might be print, it might be video, it might be a speech, it might be a Twitter or Facebook or Google+ posting. But almost always, it will incorporate elements of storytelling.

Speaking of Cisco, John Chambers sent his own version of the Nokia “burning oil platform” story to his employees earlier this year. While less dramatic than Stephen Elop’s story, Chambers’s memo was consistent with his personal style and followed a popular storytelling formula: Who I Am, Who We Are, and Where We Are Going.

The problem is that the very term “storytelling” makes CEOs wince. It conjures memories of reading children’s books and fairy tales to their kids at bedtime, not of leading successful businesses. Maybe a term like Disney’s “imagineering” would be more palatable.

Q: Okay, last question. What do you teach your journalism students about working with public relations professionals?

A: I start with an interesting chart from Robert McChesney and John Nichols’s excellent book “The Death and Life of American Journalism.” In a visit to my class at Stanford, Nichols told me that a half century ago the ratio of public relations specialists and managers to journalists was roughly 1:1. Today it is 4:1. Put another way, for every journalist working today there are at least four people working fulltime to influence what that journalist writes (or broadcasts). As professional cynics, journalists presume that their job is to filter out the inevitable spin and self-serving propaganda from these PR professionals. Because so many journalists are lazy or overworked, a lot of this spun material passes through unfiltered, and as a result the public becomes cynical toward the news (and ignorant, and apathetic, and demoralized).

As a veteran journalist, however, I know that I could not do my job without the help of good PR people. My colleagues typically agree. We often develop lasting relationships with PR people who understand the needs and boundaries of journalism, and quickly apply the bozo filter to PR people who don’t learn those needs and boundaries. So, I teach young journalists about healthy professional relationships with PR people, who outnumber them 4-to-1, and I relish the opportunities to teach PR people how to think like a journalist. (Or, to be pedantic, how to think as a journalist.)

Side note: Here’s the chart from “Death and Life” which you can see below. As Pete pointed out, the number of journalists has almost certainly declined since 2008.

If anyone has any questions for Pete and me on the storytelling workshop, just shout.

Whether we’re talking an IT director at a Fortune 500 company or an aluminum salesman in Des Moines, people consume visuals with greater ease than words. 

That’s why communicators of all shapes and sizes should embrace visual storytelling. 

And there’s more to visual communication than the grandiose infographic. 

Photos, illustrations and simple graphics can enhance a story. 

Proving this cobbler’s kids do periodically wear shoes, we worked with a terrific graphic designer, Samantha Lim, based in Hong Kong, to create the following graphic depicting the process of responding to media questions in Chinese when the client contact only speaks English. 

To view larger or to share image, click here.

Sometimes, Western companies new to Asia can’t understand why the local media favors the home team.

This simple graphic sheds some light on the matter.

Steve Farnsworth and I tag-teamed on discussing social media and storytelling at an IABC lunch last month.

Thanks go to Meta Mehling for putting together the talk.

It would be presumptuous of me to say a good time was had by all.

But I can say both Steve and I enjoyed what proved to be a very interactive session.

Christina Grenier from IABC conducted a post-lunch interview with the two of us, which you can see in the videos in below.

P.S. Now I understand why our broadcast media guru Sheri Baer spends time coaching clients to keep their eyes in one place. I learned the hard way that shifty eyes is not a good look.

This should have been the title for my session on corporate blogging at SoCon11 on Saturday.

That’s the greatest frustration for bloggers.

Forget getting people to care and engage.

The question on everyone’s mind:

How do I simply attract a meaningful audience?

Here’s the deck that framed the SoCon11 session on blogging.

The words “Content Is Not King” triggered an audible gasp from session participants.

Once folks refilled their lungs, we had a good discussion on what it means to create “compelling content” that stands out from the noise.

One final point that I think is fresh -

Check out the following screen scrapes from two of EMC’s blogs.

Whoever is leading EMC’s blogging charge gets it.

Chuck’s Blog:

Chuck’s Blog reflects the standard corporate ID.

Natalie’s Corner:

But rather than force Natalie Corridan Gregg to conform to the corporate “look and feel” guidelines, her blog enjoys appropriate design latitude for the topic of work-life balance.

Yet, Natalie’s blog is still highlighted on the EMC community page (hangs off its own URL as opposed to the EMC domain).

Very smart.

It’s a perfect example of how technical companies can show their humanity.

P.S. A colleague who works at EMC shared with me that part of the company’s “secret sauce” lies in decentralizing blogging in the spirit of authenticity. While it’s been a team effort, Jamie Pappas has been instrumental in forging the company’s Web 2.0 mentality.

One benefit from 20+ years of operation is the amount of historical information allows you to see clear patterns.

Along this line, I went through the exercise of scrutinizing what causes a client relationship to end.

Obviously, some variables are out of our control.

In this era of consolidations, a merger or acquisition typically causes one of the agencies ends up without a chair.

The hiring of a new head of communications or CMO can also mean changes afoot for everyone, including the PR agency.

With that said, there are many variables within our control.

After evaluating such variables, a pattern emerged that I didn’t expect.

By far, the No. 1 reason that a client relationship derails comes down to a disconnect between our expectations and what the client delivers.

At this point, you’re probably thinking, “What the heck is he talking about?”

You’re the communications consultancy.

It’s your job to deliver a service that aligns with the client’s expectations.

Do your job and you’ll have a happy client.

That’s true.

But it turns out our ability to meet - or better yet, exceed - the client’s expectations has a direct correlation to the client’s beliefs, values and management style.

That’s the genesis for the SlideShare deck, “How Clients Get the Most out of Us.”

This isn’t about right or wrong.

There are many successful client/agency relationships that depend on a far different set of characteristics.

Instead, it’s about fit.

By being more transparent in how we work and what we expect from clients, we increase the likelihood of lasting and healthy relationships.

No doubt, some will view this deck as a bad idea because it reduces the size of our prospect pool.

I think just the opposite. 

If a prospect reviews the deck and decides not to contact us, that’s proof that the system works.