It is the ability to narrate a particular event which is termed as storytelling. The task-related to storytelling could be traced to journalism, management, psychotherapy, adult education, PR advertising, marketing, etc. The orator tries to convey a particular message to the audience through his fabricated or real stories. A high level of simplicity could be maintained in the presentation by appropriate use of storytelling skills. Hence every student must know about what is storytelling. The whole approach would help the presenter interact with the audience, hence stating the intended message behind the storytelling. Understanding about what is storytelling would turn out to be very helpful in securing success in their career.

The instances like employee training and knowledge management heavily demand the application of storytelling skills, which helps communicate information, ideologies, objectives, etc. to the targeted group of people. The frequent assignments related to storytelling could be witnessed in academic disciplines like journalism and management. The storytelling skills could be used in depicting clearly the outline of a particular issue to find the valid solution for it; hence it has very high significance in the subject of psychotherapy. The same skill helps to make the maximum use of the emotional thinking and nostalgia of the clients, and hence the frequent application of storytelling skills could be witnessed in the concept of content marketing. Thus, it is very crucial that the students should understand about what is storytelling to ensure academic and professional success.

Intention of storytelling
The innovative way of conveying the messages is very crucial in the fields like teaching, business, hosting a particular event, etc. But the skill of storytelling is very hard to master since the person should have the ability to convey very complex information in a very simple and effective manner. The mental space of a person is restricted gradually when the information is fed into their mind. After a while, the audience would fail to follow the content presented in a monotonous way. Only by implying good storytelling skills, the message could be conveyed efficiently before the audience.

It is very important for a company that its products and services are well known to a wide population. For effective marketing, the company should follow widespread advertisement by applying storytelling skills. The media is full of advertisements, and it would be very hard to get their attention. The description of the product should be described in the simplest manner possible.

The primary intention of applying the storytelling approach is to discuss the vivid details in a very simple format. It would help the advertiser to gain higher reach and simultaneously making it an unforgettable one.

Psychology behind storytelling
The scholars have not much explored the concept of storytelling techniques, and there sustains a lack of clarity on how it works among the masses. The concept of what is storytelling still remains aloof from the common public. However, it should be understood that every person somehow uses storytelling skills in their daily lives, whether in official meetings or casual gossip. It may be in the conscious form or unconscious form and hence is very crucial in daily life.

The details of several components should be considered while mastering storytelling skills. They are: –

• Issue or Problem
• The related protagonists
• Was the final outcome a positive or negative one?

The detailed list of components to be considered while applying the storytelling techniques are: –

Emotive: – By describing a very emotional story or content before the audience, the involvement of the audience towards the presented content could be increased. It totally depends on the theme, purpose, and description of the story to ascertain how much the audience would be emotionally swayed. The contextual possibility describes whether the audience would experience positive emotions like happiness, laugh, trust, encouragement, etc., or negative emotions like sadness, fear, anxiety, etc. The same approach could be witnessed in the marketing campaigns of global brands like Coca Cola and Apple. It is their corporate philosophy to approach customers with emotive content.

Stimulating: The audience would only follow the whole content if the content is compelling and attractive in nature. The compelling nature would coerce the audience to engage with the content. The stimulating content would be traced easily in the content of advertisements. The canvassing of the targeted people could only be done by stimulating their feelings.

Captivating: The concept of stimulating and captivating are almost synonymous. By introducing the element of activeness in storytelling activity, the company could make a permanent relationship with their audience. The captivating content is majorly observed in the websites that come under entertainment, infotainment, and education. The readers of such websites are regular visitors.

Inspiring: If the content is a bit inspiring, it will get shared to a large network without much effort. It has been opined by a lot of scholars that the element of inspiration would help the audience in retaining the whole presented content. Hence it is very easy to get into the minds of the audience by presenting inspiring content.

The practical aspect of storytelling
Advertising: The storytelling skills turn out very handy when narrating the content in a marketing campaign with protagonists and the related events.

Knowledge management: The innovativeness could be brought to the content by taking a comical approach in storytelling. Describing the monotonous content like safety regulations would get much more interesting by applying the storytelling techniques.

PR and marketing: They look after the background of a particular organization on its official website.

Journalism: Describing real events like the occurrence of war, natural disasters, political activities, etc.

Academics: The evaluation of real-life problems through academic presentations.

Format to be followed in storytelling
Various formats could be applied in the task of storytelling. The understanding of such formats could raise awareness regarding what is storytelling. The art of storytelling could be observed in the official notification delivered by the CEO of the company, and the wishes given by the loved ones. The prominent use of the storytelling techniques could be witnessed in the entertaining videos, books, songs, etc., which are viewed by a huge mass of audience.

More value could be infused into the personal storytelling techniques by referring to various internet websites. They could be applied through various types of media like images, audio, video, and text. The best example of it could be witnessed in the news articles. You could refer to the Snowfall report published by the New York Times to understand the most proper form of format to be applied in the task of storytelling.

Conclusion
As discussed in this article on “what is storytelling”, the art of storytelling is very crucial to maintain a successful academic and professional career. The common misconception has been developed among the academic community that storytelling skills are limited only to the advertising and marketing industry. However, it is the reality that the same skills are relevant to the professions of psychotherapists, artists, educators, and journalists. The approach is very crucial to convey the intended message to the audience in a very innovative manner.

The storytelling skills can be required on different occasions, and every student should know about what is storytelling. The significance of it has increased further since social media has staged a new platform for advanced storytelling via the tools of video, sounds, and texts.

We hope that this article on what is storytelling was quite helpful for you. Thank You.

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