Storytelling Is Like a Hammer
Passionate, purposeful storytelling is still under-used in the EU bubble.
Contributor focus: EU communication, public affairs, storytelling, training and strategic communication.
Disclosure
This article builds on Gareth Harding's short article and a Clear Europe workshop insight from novelist, actor and film director Danny Sheinmann.
What it covers
Why compelling storytelling matters more than ever for EU leaders and communicators — and how it can be misused.
Who it is for
EU leaders, policy communicators, and anyone trying to make Europe’s story land with non-policy audiences.
When to use it
When your communication is too long, too data-heavy, or too wooden to connect with people beyond the policy bubble.
Key takeaway
Storytelling is like a hammer: you can build or destroy with it — and in the EU bubble it is still under-used.
In brief
- Stories are far more memorable than messages or statistics, but storytelling can also be over-hyped and misused.
- Passionate, purposeful storytelling is still under-used in an EU bubble where too much communication is long, jargon-filled, and wooden.
- As Europe struggles to find a resonant story and to counter hostile narratives, telling compelling stories about Europe matters more than ever.
Storytelling Is Like a Hammer
Studies show that stories are far more memorable than messages or statistics. And when told well they can grab attention, create suspense, inspire action and connect with weary audiences. But storytelling can also be over-hyped, especially in corporate circles. It can turn schmalzy and samey, like a certain type of TEDx talk. And it can be used for good or bad goals – as con-artists like Trump have shown.
As novelist, actor and film-director Danny Sheinmann said in a recent Clear Europe workshop: “Storytelling is like a hammer: You can build or destroy with it.” And yet, passionate, purposeful storytelling is still under-used in the EU bubble, where too much communication is too long, too data-heavy, too jargon-filled, and too wooden to land with non-policy wonks.
At a moment when Europe is struggling to find a story that resonates with its people - and struggling to counter the tall tales told by Russia, China, and the United States - it matters more than ever that EU leaders and communicators tell compelling stories about Europe that connect, captivate and convince.