The Power of Storytelling

August 1, 2013

by Mark S. Gothberg

Mark-Gothberg“Humans are fundamentally emo­tional – rather than analytical – in how they process information and make decisions, and there is no bet­ter way to connect with someone’s emotions than through stories,” says Betsy Chapin Taylor, principal consultant for Third Sector Strategy, a healthcare philanthropy consulting firm. Compelling communication weaves together emotion, reason, and credibility. But, she continues, “an emotional story opens people’s hearts and shows them the human impact of your work.”

In a special webinar held on July 22 sponsored by Professional Research Consultants (PRC), Chapin Taylor detailed how storytelling is an ideal way to show the mission of a health­care organization in action and to connect with and motivate others. She offers a number of high-impact storytelling tips, which can be ap­plied in both new and traditional media forms:


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