5 secrets for telling stories in video

Throw away those treatises on creating an organizational narrative. Instead, think like a silent movie director. Build a ‘three-legged stool.’ And learn from the makers of ‘The Fugitive.’

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Once Rob Biesenbach was producing an internal video for a candy factory, and he stopped to chat with an employee named Estella who worked on a chewing gum production line.

“Boy, your kids must think you’ve got a really cool job, working in a candy factory,” the communications expert recalls telling her.

Estella lit up. “Oh, yeah. They love me.”

She showed Biesenbach a code on the package that records where the gum was made, right down to the production line. Her kids could read the code. Whenever they went to the store, they would check the packages and tell everybody around, “My mommy made this gum!”

Bingo. A story about pride in work. The gum is good enough for your family, because Estella makes sure it’s good enough for hers.

In the Ragan Training webinar “The three-legged stool: Tell your story like a silent movie,” Biesenbach offers tips that will elevate your videos from corporate snoozes into dynamic visual narratives. Biesenbach is an actor and a former vice president at Ogilvy PR Worldwide.

Here are a few pointers:

Tell it in pictures.

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