Corporate Story Video: Why Your Need To Communicate Your ‘Who & Why’ In Order To Engage Audiences

Understand The Biology Of Humans If You Want Them To Act On Your Communication

Storytelling. In our media training sessions, Electric Airwaves helps clients identify and communicate an engaging and compelling corporate story. This story is not about ‘what you do and how you do it’ – We’re bigger, bolder, better!

This doesn’t drive behaviour.

Instead, the story we look to create with you is about communicating the ‘who and why you are’. This builds trust – and people need to trust you before they take on board and act upon your rational key messages. 

In this insightful TED Talk, ethnographer Simon Sinek shows exactly why this is.  How the brain is set up to ‘buy’ from the who and the why, not the what and the how. As he says, this is about biology, not psychology.

If you want to skip to the key section, it runs between 01.33 and 07.50

Few organisations have a corporate story that employees from top to bottom can tell simply and with conviction. A story that in a few words instantly engages audiences emotionally and rationally. One that stands true in the good times and the bad. One that frames and contextualises your media interviews, your presentations and your corporate communications.

Identifying your corporate story is an extension of the message development work that has made our media and presentation training so effective over the last 30 years. We offer a bespoke consultancy service to help clients unearth their story. Click here for more information.


Electric Airwaves provides training to many of the UK’s and the world’s leading companies.  Our courses are always tailored and delivered by the best trainers.

Basic Media Training  For spokespeople who are new to engaging with journalists, have probably not undertaken media interviews and need a ‘media 101’ to master the core skills.

Standard Media Training  For spokespeople who may have undertaken some gentle print interviews but you now want them to practice broadcast and more challenging print interviews.

Advanced Media Training  For those spokespeople who need a media handling refresher or those anticipating having to face particular interview formats and audiences.

Crisis Media Training  Preparing spokespeople for high pressure interviews when media scrutiny of a crisis situation or high profile issue is intense.

We also provide a range of highly practical services to support you through crises.

Crisis Communication Audits Reviewing how your crisis plans, processes and people match up against current best practice so you  can withstand intense media and stakeholder scrutiny and protect reputation

Reputation Risk Assessments  Taking an “outside-in” approach – we tease out the reputational risks you face that conventional risk audits overlook.

Crisis Simulation Exercises  The confidence to handle a crisis well requires regular training and testing. We run desk top and field simulations to ensure your people are ready to respond effectively.

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