Storytelling, AI and connecting in person

Last month I had the absolute privilege and joy of getting to speak at the IABC World Conference in Chicago. It was a fascinating opportunity to connect with communication professionals I already know from around the world, as well as making new connections.

One of my favourite things about the world conference is the agenda. There’s always a wide range of subjects, which cover aspects of communications strategy and tactics, as well as personal professional development. Sessions I experienced ranged from my topic of accessible, impactful communications to how to engage with marginalised communities from Naz Lauriault, via what we can learn from international brand extraordinaire Taylor Swift from Emily Caister. As well as some fabulous keynotes about happiness, listening, and the power of our dreams!

There were three key themes – or golden threads – that I saw across the range of sessions that emerged for me, which we also discussed at our summer social event back in London – storytelling, AI and the power of connecting together in person.

Storytelling remains a vital skill to show our value as communication professionals

World conference kicked off with a keynote from former United CEO Oscar Munoz.

"We know that 2+2 = 4, but what does four mean?"

Oscar’s soundbite is something that will likely stay with me for the foreseeable future. A skill in itself - what is that bite-size takeaway you want people to learn from your presentation? Oscar talked about the importance of providing the right context, with the right people around the table, so they’re able to make meaningful decisions based on what you are telling them. Whether that’s the significance of your latest data, or the context of what it means if a video has been circulated online.

Stories need to be actionable. Thinking about what people care about is, and shaping your story around that, is a takeaway I took from Paul Ichilcik’s session. Building a bank of stories which can be drawn upon will help bring stakeholders on your journey.

Something that stood out for me in the session which followed, from Emily about Taylor Swift's branding, is a point new UK & Ireland board member Kathryn Kneller made, highlighting that a good story needs a good villain. Taylor Swift excels at building an army of followers, who will stand up for her - as well as against her detractors. We know the importance of building allies and relationships - but what about gathering people around a shared adversary? Perhaps your organisation’s purpose is ultimately about helping people save people time (so the enemy is wasted time) - or you have an environmental cause.

International audiences are not all the same

If we’re communicating with a global audience, how do we know that our messages will land in the way we want them to? And make sure stories are not lost in translation?Something that stood out for me in Shane Hatton's talk about culture is the potential misunderstandings that can occur - both at local level within teams themselves – as well as with international audiences. Taking time to develop a shared understanding - that might even develop into “team memes” - can help provide narrative shortcuts. As long as those shortcuts are shared with new starters so everyone is on the same page.

Listening isn’t just about hearing, and speaking doesn’t just involve your voice

Something that resonated for me with Naz’s talk about working with marginalised communities is the importance of walking alongside people - listening to them, and responding to their needs, not imposing your ways of working on them. Which feels like a pretty universal point.

World Conference closed with a keynote on speaking and listening, which showed how relevant and timely past presidents Howard Krais Mike Pounsford, and Dr Kevin Ruck’s brilliant book on the listening organisation is, something that was referenced by Julian Treasure in his closing speech. I was particularly interested in Julian’s point about sound impacting behaviour. He cited examples of where, in a supermarket, playing French music created a dramatic uplift in purchases of French wine. What we hear can impact how we behave. Which made me also think about team culture, and about that quote that “the culture is the worst behaviour that we accept in our teams”. What we say becomes what we think. And we’re much keener to be heard than we are to listen - but listening is so important. Reflecting back to someone what they’ve said, repeating what they’ve said to give them a chance to amend it, and validating their views - even if we don’t agree with them - is a way we can all continue to get along.

AI can help but it won’t solve all our problems

Active listening is something that I strive for - and I’ve been told off in the past by bosses when they see me doodling in a meeting. I like to make sketchnotes to help me remember what’s been said; if I just transcribe what I’ve heard, I’ve not processed or responded to it at all. However, making these accessible can be a challenge.

A sample sketchnote which shows how I listen. This is the suggested alternative text that MS Copilot gave me for the 10 suggestions in this list. It’s started riffing on the points and thinking it’s being clever. It’s not an accurate transcription, but it looks good from a distance. No idea about the hot chocolate theory though:
**Change Your Behavior**: Get enough sleep, exercise, and eat well.
**Find Some Faith**: Consider joining a group or community.
**Spend Time in Nature**: Bask in the sun, hug a tree, or just enjoy the great outdoors.
**Express Gratitude**: Make it a habit to jot down three new things you’re grateful for.
**Make a Gratitude Visit**: Handwrite a note of appreciation and read it aloud to someone.
**Smile Even When Not Happy**: Because sometimes a smile can work wonders.
**Give**: Spend money on others rather than just yourself. It’s like happiness currency!
**Self-Care**: Treat yourself to a relaxing bath, a manicure, a good night’s sleep, or some yoga.
**Build and Maintain Relationships**: Connect with friends, family, and loved ones.
**Hot Chocolate Theory**: Okay, this one’s intriguing—I wish I had more details, but it sounds cozy and delightful!

Something I was asked about in my talk on accessibility is about how AI might be able to help. Tools like the alt-text suggestions in Sprout social have been tested and thoroughly reviewed but not all AI tools are equal. There are many ways we as comms professionals can use AI but we must be aware of its limitations and challenges, something that was a topic at our event back in the UK.

Our summer social event was sponsored by Clearbox, and my co-panelist Susie wrote a brilliant summary as did our panel host Lamar of Sociabble. Something that also stuck with me from that panel is Susi O’Neill’s point that women are 20% less likely to adopt AI, which she’s elaborated on.

We’re only human - and that’s magnificent

In Chicago I saw a full range of emotions and got to hug folks I’ve not seen in years, including my sometimes co-conspirator Matisse Hamel-Nelis and the brilliant Gabrielle Loring, who I first met at a previous World Conference in New York.

The risks of course of infection are real - I brought home a pretty bad bout of Covid which floored me for a week and slowed me for at least a fortnight. The AGM had a really engaged Q&A session, where members were able to celebrate wins from the last few years – as well as be vocal about what really isn’t working for them and their chapters. Being able to hear member concerns is so vital - and sometimes it’s easier to get that point across when you’re in the same physical room together. It was also fabulous to see the big work that Ann-Marie Blake and an army of volunteers have been up to updating the global governance model recognised at the Awards ceremony.

The power, and joy, of IABC, is that opportunity to connect with other professionals who may work in a similar - or completely different branch of communications to you. Kim Clark said in her keynote “When the going gets rough, withstand with your community”. Personally, my going is getting a little smoother again as I jump back into client work - but the IABC community is invaluable to me.

We meet monthly-ish in London for our Off The Clock Networking event and I’m looking forward to our Turbocharge conference on Thursday 7th November. You can find our events at https://www.iabc-uki.com/events