Storytelling: Top Mistakes to Avoid When Crafting Powerful Stories

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About the Episode: 

In this episode of The Hidden Gem, Maya Demishkevich sits down with Liz Cooper, Associate Director of Public Relations at Massachusetts Bay Community College, to discuss the art of storytelling and the top mistakes to avoid when crafting impactful stories. Liz shares her process for identifying, creating, and scaling authentic narratives that resonate with students, faculty, and communities. From common storytelling missteps to practical strategies for amplifying stories across platforms, this episode is a must-listen for PR professionals and marketers in higher education.

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Key Takeaways:

•Discover the top storytelling mistakes marketers make, including inauthenticity, making the institution the hero, and failing to tailor stories for specific audiences.
• Learn how Liz builds trust with students to uncover vulnerable and emotional stories that truly connect with audiences.
• Explore strategies for scaling stories across multiple channels, from social media to local news, and tailoring content to resonate with specific audiences like prospective students, parents, and alumni.
• Hear how community colleges can keep their stories alive by repurposing content and updating narratives for new contexts.
• Get practical advice on building internal relationships to source meaningful stories and creating a collaborative storytelling culture on campus.

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Episode Summary

Why is storytelling essential in community college marketing?

Storytelling helps community colleges connect emotionally with prospective students, stakeholders, and the public. Liz emphasizes that storytelling is an art, combining human experiences, visuals, and words to highlight the transformative impact of community colleges. Authentic stories not only inform but also inspire action and foster a deeper understanding of the institution's mission.

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What mistakes do marketers make when telling stories?

1. Lack of Authenticity: Over-focusing on promoting the institution instead of highlighting the student’s journey undermines trust and relatability.
2. Minimal Student Involvement: Not involving students in the process can result in inaccuracies and discomfort.
3. Limited Distribution: Simply posting a story on the website isn’t enough. Stories must be shared across multiple channels.
4. Generic Messaging: Using the same language for all platforms misses opportunities to connect with specific audiences.
5. One-and-Done Approach: Failing to repurpose or revisit older stories underutilizes valuable content.

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How can community colleges improve storytelling?

• Build Trust: Collaborate with students to ensure their voice shines through. Share drafts and involve them in decision-making about how their story is shared.
• Broaden Distribution: Share stories on social media, with local newspapers, alumni offices, and other community partners. Tailor the format to suit each channel.
• Repurpose Stories: Update and repost older stories to engage new audiences while maximizing content value.
• Engage Faculty and Staff: Host “lunch and learn” sessions to educate faculty on what makes a great story and encourage them to share potential leads.
• Focus on Vulnerability: Highlight the emotional and transformative aspects of student journeys to create deeper connections with audiences.

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What role does collaboration play in storytelling?

Liz stresses the importance of working with faculty, staff, and students to uncover and amplify stories. From asking students who inspired them to involving multiple perspectives (such as parents or advisors) in the narrative, collaboration enriches the storytelling process. Sharing stories internally also boosts morale and fosters a sense of community.

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Connect With Our Host:

Maya Demishkevich

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About The Enrollify Podcast Network:

The Hidden Gem: Marketing Community Colleges is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Visionary Voices: The College President’s Playbook and Confessions of a Higher Ed CMO.

Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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