Public speaking might be referred to as an art, but considering the range of audiences I have had to talk to, from small groups to a national television audience, for me, it is more of a dialogue. And like any conversation, the most effective tool is a narrative.
As a child, I found out people would recall stories greater than they would recall facts, although the combination of the two is just devastating. A study done in 2019 at Stanford’s Graduate School of Business revealed that stories are remembered 22 times more than mere facts. That became a pivot point in my professional life. I ceased viewing stories as mere marketing tactics and began to embrace them as a central part of my strategy.
Stories connect with the human brain differently. Neurologically, if one hears a fact, only two areas in the brain are activated: the language parts. But once a story is heard, multiple areas such as those for emotion, sensory experience, and motor activity are set alight. To put it simply, stories allow the listener to live through the message of the speaker.
Leading through different episodes of my programme, “Your View”, it is a culture to ensure that news, controversies and discussions are crafted in a story-like fashion. Once serious issues are told as stories, it prompts more attention and gives insight into the emotional judgement of people.
Leading broadcasters tell stories, not merely report. That narrative follows a straightforward pattern: conflict, difficulty, resolution. This three-act form is really successful and found worldwide. I have used this format countless times, particularly when I’m e and the teleprompter develops a fault; I take on the presentation like there was no disruption, using the three-act form. Think about it: the journey is what drives us about a tale, not merely the end.
In my experience, this framework helps technical presentations too. Once, I had a guest who walked out of the show on live TV, claiming some of the views shared were against her political standpoints. Ordinarily, things would have gone sour if I didn’t understand how to spontaneously capture moments and make them stories, which even allows viewers to be more emotionally invested.
A report from Prezi and Harris Poll in 2022 revealed that 55 percent of business professionals believe that great storytelling is the most crucial trait in a speaker, but only 35 percent feel they actually use it well. This gap isn’t about lacking the skills; it’s more about not fully grasping how important storytelling really is. The same report found that when presenters incorporated stories, audience engagement shot up by a whopping 76 percent.
I’ve noticed this trend in broadcast viewership data as well. Segments that kick off with a narrative instead of just a headline tend to keep viewers around for longer. According to Nielsen data from 2021, emotionally engaging broadcasts had an 18 percent higher average viewership duration compared to those that relied solely on facts.
Finding the story in every message
People ask me all the time, “What if I’m just… boring? No wild stories to share?” Honestly, that’s missing the point. Everything, even as basic as weather updates, has a story within. Remember last year’s floods in Lagos? Fast forward, now there’s a drought. Now, there’s your story arc.
Stories are not often found in the punchy news headlines; they are also found in the small things, as in the case where, at, at a certain time on TV, I had coffee spilt on me – while that ought to be a distraction, I converted it into a story and aligned it it with the main subject discussed. I crafted a story framework that has always helped: the 3Ps.
Personal:
Start with your own experience or just a random thought that hits you in the moment.
Public:
Zoom out and elaborate. Hook it to a bigger issue or something a better part of the audience can feel.
Purpose:
Wrap it all up with your main point. What do you want people to do, or at least think about, when they leave? This little blueprint has been and is still a total lifesaver. Even if you’re just rattling off numbers, it gives your words some punch. Suddenly, people are actually listening instead of spacing out and doomscrolling.
The broadcaster’s edge
As broadcasters, we wield influence. Our ability to construct a narrative can influence public thought, behaviour, and policy. Being tasked with that task is something I never assume lightly. When I address social issues like mental health, education gaps, and economic disparity, I incorporate the voices of those affected. Stories from the ground not only provide information but also have a moving effect. Why? To honour the human condition that underlies all subjects.’ I find myself pondering the topic of my speech and thoughts while speaking to a group, whether in front of an audience or behind closed doors.
Conclusion
At its core, mastering the art of storytelling in public speaking is not about putting on a show; it is about building a connection. People in the audience want authenticity. They’re looking to hear from someone who’s not just knowledgeable but also passionate. This is what sets apart those who simply speak from those who communicate, and communicators from true leaders.
So when next you take the stage, be it in a meeting room, on TV, or at a local gathering, don’t just give a talk. Tell a tale. Let your message walk a mile in the shoes of a story, and those listening will follow along, not just with their minds, but with their emotions too.
Mrs Temitope Mark-Odigie, a distinguished TEDx speaker, communication expert, business strategist, and real estate coach, has a proven track record of inspiring transformation through education, advocacy, and practical solutions.
