Group 3, COML 511, Module 3 Presentation

2. Communication &
Leadership Frameworks
• Storytelling from Communication theory
• Group existence
• Using stories to create the future
• Symbolic-Interpretive (SI)
• Social Cognitive (SC)
• Coordinated Management of Meaning (CMM)
Adapted from Altman and Taylor (1973, cited in Caputo, Hazel, McMahon, & Dannels,
2004, pp. 110-111); Cronen (2001); Griffin (2009); Frey & Sunwolf (2005); IDEA (2010);
Pearce (2004; 2008).

3. Storytelling Frameworks
Digital Storytelling
• Video & audio narratives
of participants
• Empowers the participant
• Allows for team building/understanding
• Participants choose the topic
Adapted from CFDS (2010); Gubrium (2009); Halpern and Lubar (2003); Rulun (2010);
The European Graduate School (2010).

4. Storytelling Frameworks
Narrating the Self
• Fosters individual identification
• Empowers the individual
Adapted from Denning (2005); Lipman (1999); McAdams (1993)

5. Storytelling Frameworks
Narrating the Organization
• Intended to unify the group
• Constructs the experience
Adapted from McAdams (1993)

6. Storytelling Frameworks
Narrating Change
• Develops organizational identity
• Establishes visions, goals
• Inspires change (turning points)
Adapted from Bruner (1991); Denzin (2003); Maruska (2004); McKee (2003)

7. Consulting Approach
Usefulness
• Separate past from future anchor point
• Connect with the audience
• Allows audience participation
Adapted from Block (2009); Bruner (1991);
Lipman (1999); McKee (2003)

8. Assessing the Situation
What’s occurring in the organization?
• Understand internal risks:
changes in budget, layoffs, technology,
conflicts, etc.
• Understand the risks of storytelling
• Storytelling requires courage

9. Consulting Method
Design a storytelling workshop or retreat
depending on the hours an organization
wants to invest in this approach.

10. Design questions
Adapted from Denning (2005)

11. Design Objectives
Purpose
Increase team unity and morale
through a relations-based method that
requires self-disclosure, self-awareness
& empathetic understanding
Adapted from J. Albert (personal communication, June 10, 2010)

12. Design Objectives
Timeline
• Workshop is 90 minutes to three hours
• Retreat is one to three days
• Content adjusted to meet allotted time

13. Design Objectives
Pacing
• Interval pacing
• Group activity interspersed with
presentation by trainer
• Breaks at 60 to 90 minutes

14. Design Objectives
Participant Skill Level
• Allow for a diverse group
• Participants must be:
• Willing to participate
• Open to other perspectives & stories

15. Design Objectives
Facilitator Skill Level
• Communicate clearly
• Familiarity with method and
presentation technology
• Aware of socio-psychological needs
• Ensure confidentiality
• Willingness to listen
• Engage feedback and participation
• Flexible
• Lead by example
Adapted from J. Albert (personal communication, June 10, 2010); Rogers (1989)

16. Design Objectives
Story Typology
• Story of I
• Story of We
• Story of Place
• Story of Future
• I Want
Adapted from Denning (2005); Gubrium (2009); Lipman (1999); Rogers (1989)

17. Design Objectives
Group Size
• Need at least two groups
• Break groups into a minimum
of three or four individuals

18. Workshop
Prior to conducting the workshop
• Encourage participation through
sharing in a public setting
• Adaption to private settings
• Adaption to mass audiences
• Inform participants of desired outcomes
• Preparation of own stories
• Visual Aids incorporated into video

19. Workshop
Ground Rules
• Establish the level of confidentiality
for participants
• Maintain a positive atmosphere
• Participants should only present what they
feel comfortable sharing
Adapted from Block (2002); Campbell (2009); Lefer (2008); J. Albert (personal
communication, June 10, 2010)

20. Workshop
Phase 1: Introduction & Explanation
• Facilitate a safe & relaxed learning space
• Introduce the method of storytelling
• Present examples
• Explain the Seven Elements
• Describe the conceptual framework &
benefits behind personal narratives
Adapted from Gurbium (2009); J. Albert (personal communication, June 10, 2010)

21. Workshop
Phase 2: Co-create Content
• Restate ground rules of respect
• Provide an example that empowers
participants with courage
• Break into small groups
• Reiterate the Seven Elements
• Actively listen and respectfully comment
on stories when complete

22. Workshop
Phase 3: Transition Content
to Digital Process
• Create a written script
• Consider feedback from peers
• Create stories as a group or individually
• Brief tutorial of digital image editing
• Instructions & tips about voice recording
• Remind participants practicing
will achieve competency
• Allot a time frame for completion

23. Workshop
Phase 4: Finished Product
• May be necessary to help complete
digital story editing
• Invite participants to share stories
• Transition session to closure
• Share what was learned
• Seek feedback from participants
• Suggestions for improvement
• Conclude the workshop
Workshop Phases adapted from Denning (2005); Denzin (2003); Gurbium (2009);
McAdams (1993); J. Albert (personal communication, June 10, 2010); Silberman
and Auerbach (2006)

24. Ethical implications
• No repercussions for sharing
• Establish confidentiality rules
• Consider immunity clauses
• Information only viewed by a select group
• Always gain permission from participants
to share any information
• Keep organization's expectations in mind

25. Intention of Storytelling
• Not a therapy session
• Empower the participant
• Improve moral
• Improve team dynamics & unity
• Only as successful as the participants allow
• Facilitators needs to lead by example

26. Conclusion
• Learn from the past & create a future
• Positive results include:
• Self-awareness
• Fosters dialogue
• Presentation & technical skills
• Boost morale
• Inspire beneficial change
• Engage heart and mind
• Gain understanding of culture &
the organization, teams & departments

27. References
Albert, J. (2010, June). Leadership story types. Course handout. Gonzaga University: Spokane, WA.
Block, P. (2002). The answer to how is yes: Acting on what matters. San Francisco: Berrett-Koehler.
Block, P. (2009). Community: the structure of belonging. San Francisco: Berrett Koehler.
Bruner, J. (1991). Self-making and world-making. Journal of Aesthetic Education, 25, 1, 67-78.
Campbell, S. (2009). I want... In J. Stewart (Ed.), Bridges not walls: a book about interpersonal communication (10th ed.). New York: McGraw-Hill.
Caputo, J.S., Hazel, H.C., McMahon, C., & Dannels, D. (2002). Communicating effectively: linking thought and expression (3rd ed.).
Dubuque, IO: Kendall/Hunt.
CFDS. (2010). Center for Digital Storytelling. Retrieved June 16, 2010, from http://www.storycenter.org
Denning, S. (2005). The leader's guide to storytelling: mastering the art and the discipline of business and narrative. San Francisco: Jossey-Bass.
Denzin, N. K. (2003). Performance ethnography: Critical pedagogy and the politics of culture. Thousand Oaks, CA: Sage.
Gubrium, A. (2009). Digital storytelling as a method for engaged scholarship and anthropology. Practicing Anthropology, 31(4), 5-7.
Halpern, B.L., & Lubar, K. (2003). Leadership presence: dramatic techniques to reach out, motivate, and inspire. New York: Gotham.
Institute for Dynamic Educational Advancement (IDEA). (2010). Social Cognitive Theory (SCT). Retrieved June 21, 2010, from
http://www.idea.org/page110.html
Lefer, D. (2008, April). Both sides: Connie Rice lays down the law to cops and gangs. The Sun, 388, 3-11.
Maruska, D. (2004). How great decisions get made: 10 easy steps for reaching agreement on even the toughest issues. New York: AMACOM.
McAdams, D.P. (1993). The stories we live by: personal myths and the making of the self. New York: Guilford.
McKee, R. (2003, June). Storytelling that moves people: a conversation with screenwriting coach Robert McKee. Different Voice.
Harvard Business Review, 51-57.
Rogers, C. (1989). On becoming a person: A therapist's view of psychotherapy. New York: Houghton Mifflin.
Rulun, Z. (2010). Is an ethics of economic activity possible? Retrieved June 16, 2010, from http://www.crvp.org/book/Series03/III-14/chapter_viii.htm
Silberman, M, & Auerbach, C. (2006). Active training: a handbook of techniques, designs, case examples, and tips (3rd ed.). San Francisco: Pfeiffer.
The European Graduate School. (2010). Arts, health, & society: about. Retrieved June 16, 2010, from http://www.egs.edu/arts-health-society/about/