If you are still a bit unsure how to tell stories, use the tips and the template for finding the message you want to convey and drafting your own story.

To get started with telling stories, use the questions below to map out your audience, goals and channels of distribution.

  • Who are you trying to reach, inform and engage?
  • What is your goal? Why are you telling a story? Are you trying to teach a lesson? Are you trying to explain a complex issue?
  • How do you narrate the story?
  • Where is the story told? What channels would work the best? Could you use an ambassador or a spokesperson for your message?

Who could be the spokesperson for your message?

When the Swedish Crown Princess Victoria spoke about the EUSBSR and saving  the Baltic Sea in the 6th EUSBSR Annual Forum, the message was powerfully conveyed. 

Interestigly, according to the EUSBSR communications survey, 74 % of EUSBSR key stakeholders see using well-known ambassadors effective but only 38 % have looked into the possibility of finding one.





Another example that combines well-known spokespersons and storytelling is a recently published article The Baltic 'Big Sea' Strategy written by Vice-President of EIB Alexander Stubb and former President of Estonia Toomas Hendrik Ilves.

The article is a story of why the EUSBSR is important and how it works. Facts in a form of a story are easier to comprehend, and concrete and personal examples make the story relatable.




An example story following the structrure of the worksheet:

We believe in a world where clean water/ good connections/climate change adaptation characterise the Baltic Sea region. We know that regional development does not come without a plan and cooperation. So we make sure that the EUSBSR is tackling these questions. Which is why we work to make the region better together.


Source: Interact Storytelling Hack-Pack