Reflection – Storytelling Tool 

 Challenge 

 I face the challenge of properly communicating our key messages and promoting our products , as   well as our corporate social responsibility initiatives to a wide variety of stakeholders , using different   communications channels ranging from social media ( Twitter , Youtube , Facebook , Instagram ,   LinkedIn ) and our corporate website to press releases and presentations among others . Everyday I ’m   presented with new content and requests to share information about award wins , new innovations ,   new contracts , products , CSR initiatives and more with the public . As you can imagine , it is a huge   challenge to figure out the best way to communicate very different messages and content to diverse   target groups . I often ask myself what makes this target group tick and jump into action . Clearly , a   good understanding of our stakeholders , their needs , values and desires is key when it comes to   communicating with them and trying to get them engaged . 

 Selection 

 The tool I decided to use was the Storytelling tool , which is essentially getting across a message to an   audience in a compelling way and that inspires them to engage or take action . The Storytelling tool is   the perfect one since my challenge is to communicate our leaders ’ messages and promote the   company brand and products in such a way that makes our employees , customers and the world take   action , see us in a positive light and as reputable in the industry . Storytelling plays a huge role in this   and massively can impact how a company is perceived externally and internally by its employees , and   how successful a company is financially . It ’s through storytelling that we can motivate and inspire our   employees to do their best work and decide to become brand ambassadors themselves . Tone , words   selected , messages conveyed , and visuals used to accompany the text are all essential in conveying   the story , which has emotional connection , logic and a larger purpose . Often business leaders come   to us with a list and as a communicator , I have to turn it into a cause , so it inspires people to act or   read further . 

 Application 

 First I tried to get a solid understanding of our key audiences by watching customer interviews to get   a better sense of their main needs and complaints so we can improve and better meet their   expectations in our services , products and communications . This is a vital step in the Storytelling   process because it ’s only once we ’ve discovered what our customers and other main stakeholders   want / need and think about the company and products that we can create stories that speak to them   and show that we ’re focusing on areas of importance to them or whatever else they voiced . Since we   are a global company , it was also essential to know what country are target audience comes from or   live in and who they are as people ( beliefs , values , goals ) . 

 When I received a new content request , I made sure I knew who the message was intended for ,   decided on what the best channel(s ) would be to communicate this message to whether it be   Twitter , LinkedIn , an article on our corporate website , an event webpage , a video , an infographic and   more . Once the audience and channel was determined , I focused on the written copy , the words ,   emotions they elicit , made sure I hit home on the target audiences desires and interests , at the same   time as getting across the leaders intended message . 

 For example , I recently received a request to communicate on one of our company Foundation   projects and its success to date . In this case , I took the key information and statistics about the   project and update , transformed it into an inspiring and compelling new article for the Foundation 

 website which still included facts and data . I also created a photo gallery with impactful photo   captions to give it an emotional connection , drafted social media posts with the key news and   enticing language that portrays us as a company that supports sustainability efforts and is socially   responsible , with a clear call to action for the viewer to click the link to our Foundation website to   read the full article . These were posted globally not targeted to a particular country so we kept it   very neutral to ensure it would work for our audiences across the globe . I created suspense in the   article by asking questions and answering them . That way the audience does n’t leave confused or   unsure of what to do next . 

 Overall , I believe I applied the tool effectively because I made sure I had a good understanding of our   target audience , took the main data and points and developed it into a colourful , inspiring story that   ignites passion and respect for the company ’s CSR initiatives . I also used visuals to tell the story along   with powerful language that everyone can understand and relate to . 

 Insight 

 By applying this tool , I learned how important storytelling truly is to company leadership when it   comes to sharing their messages with their employees , customers and the public . It ’s also crucial to   business performance and reputation management , because it ’s the best way for us to get in front   our key audiences and entice them into our world . In addition , I learned how essential storytelling is   in really getting your audience to pay attention and in eliciting passion and excitement around new   products , events , sustainability , CSR and learning efforts . It re - emphasized how essential it is to   understand your audience before you draft a story for them or any type of communication since if   you do n’t know their wants / desires or who they are , it will be difficult to engage them . If it was n’t for   storytelling , business strategies would most likely be left to a few top leaders , but this tool makes it   simple , understandable and more engaging for all . It really is a captivating way to share knowledge   and information with particular groups or the masses . And lastly , it reminded me of the power of   language and how it can really shape people ’s reactions and beliefs . 

 Approach 

 What I would do differently next time is I would start off using the Visualization Tool first because   visuals are also a key component in communicating messages and can help elicit desired responses   from your target audiences . Although the Storytelling Tool is powerful , it should be coupled with   visualization for maximum impact . It ’s true that we can create pictures and emotions through words   but when we combine the visual component , we ’ve really got it made . This could include adding in   infographics , photos in a presentation , logos and videos . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection – Storytelling Tool 

 Challenge 

 I face the challenge of properly communicating our key messages and promoting our products , as   well as our corporate social responsibility initiatives to a wide variety of stakeholders , using different   communications channels ranging from social media ( Twitter , Youtube , Facebook , Instagram ,   LinkedIn ) and our corporate website to press releases and presentations among others . Everyday I ’m   presented with new content and requests to share information about award wins , new innovations ,   new contracts , products , CSR initiatives and more with the public . As you can imagine , it is a huge   challenge to figure out the best way to communicate very different messages and content to diverse   target groups . I often ask myself what makes this target group tick and jump into action . Clearly , a   good understanding of our stakeholders , their needs , values and desires is key when it comes to   communicating with them and trying to get them engaged . 

 Selection 

 The tool I decided to use was the Storytelling tool , which is essentially getting across a message to an   audience in a compelling way and that inspires them to engage or take action . The Storytelling tool is   the perfect one since my challenge is to communicate our leaders ’ messages and promote the   company brand and products in such a way that makes our employees , customers and the world take   action , see us in a positive light and as reputable in the industry . Storytelling plays a huge role in this   and massively can impact how a company is perceived externally and internally by its employees , and   how successful a company is financially . It ’s through storytelling that we can motivate and inspire our   employees to do their best work and decide to become brand ambassadors themselves . Tone , words   selected , messages conveyed , and visuals used to accompany the text are all essential in conveying   the story , which has emotional connection , logic and a larger purpose . Often business leaders come   to us with a list and as a communicator , I have to turn it into a cause , so it inspires people to act or   read further . 

 Application 

 First I tried to get a solid understanding of our key audiences by watching customer interviews to get   a better sense of their main needs and complaints so we can improve and better meet their   expectations in our services , products and communications . This is a vital step in the Storytelling   process because it ’s only once we ’ve discovered what our customers and other main stakeholders   want / need and think about the company and products that we can create stories that speak to them   and show that we ’re focusing on areas of importance to them or whatever else they voiced . Since we   are a global company , it was also essential to know what country are target audience comes from or   live in and who they are as people ( beliefs , values , goals ) . 

 When I received a new content request , I made sure I knew who the message was intended for ,   decided on what the best channel(s ) would be to communicate this message to whether it be   Twitter , LinkedIn , an article on our corporate website , an event webpage , a video , an infographic and   more . Once the audience and channel was determined , I focused on the written copy , the words ,   emotions they elicit , made sure I hit home on the target audiences desires and interests , at the same   time as getting across the leaders intended message . 

 For example , I recently received a request to communicate on one of our company Foundation   projects and its success to date . In this case , I took the key information and statistics about the   project and update , transformed it into an inspiring and compelling new article for the Foundation 

 website which still included facts and data . I also created a photo gallery with impactful photo   captions to give it an emotional connection , drafted social media posts with the key news and   enticing language that portrays us as a company that supports sustainability efforts and is socially   responsible , with a clear call to action for the viewer to click the link to our Foundation website to   read the full article . These were posted globally not targeted to a particular country so we kept it   very neutral to ensure it would work for our audiences across the globe . I created suspense in the   article by asking questions and answering them . That way the audience does n’t leave confused or   unsure of what to do next . 

 Overall , I believe I applied the tool effectively because I made sure I had a good understanding of our   target audience , took the main data and points and developed it into a colourful , inspiring story that   ignites passion and respect for the company ’s CSR initiatives . I also used visuals to tell the story along   with powerful language that everyone can understand and relate to . 

 Insight 

 By applying this tool , I learned how important storytelling truly is to company leadership when it   comes to sharing their messages with their employees , customers and the public . It ’s also crucial to   business performance and reputation management , because it ’s the best way for us to get in front   our key audiences and entice them into our world . In addition , I learned how essential storytelling is   in really getting your audience to pay attention and in eliciting passion and excitement around new   products , events , sustainability , CSR and learning efforts . It re - emphasized how essential it is to   understand your audience before you draft a story for them or any type of communication since if   you do n’t know their wants / desires or who they are , it will be difficult to engage them . If it was n’t for   storytelling , business strategies would most likely be left to a few top leaders , but this tool makes it   simple , understandable and more engaging for all . It really is a captivating way to share knowledge   and information with particular groups or the masses . And lastly , it reminded me of the power of   language and how it can really shape people ’s reactions and beliefs . 

 Approach 

 What I would do differently next time is I would start off using the Visualization Tool first because   visuals are also a key component in communicating messages and can help elicit desired responses   from your target audiences . Although the Storytelling Tool is powerful , it should be coupled with   visualization for maximum impact . It ’s true that we can create pictures and emotions through words   but when we combine the visual component , we ’ve really got it made . This could include adding in   infographics , photos in a presentation , logos and videos .
### Output: 