5 ways Duke creates employee-focused content

Stuck writing that snooze of an open enrollment story? Here’s an idea: Make it about a person, not the program, a successful Duke University communicator says.

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Editor’s note: This story is taken from Ragan Communications’ distance-learning portal Ragan Training. The site contains hundreds of hours of case studies, video presentations and interactive courses.

In a Ragan Training lecture, Duke University communicator Leanora Minai gives an audience member who called out a correct answer an unusual storytelling manual: Charles Dickens’ classic “Oliver Twist.”

“Charles Dickens was an amazing storyteller,” says Minai, who is editor of Working@Duke and director of communications for the office of communication services. “He had an amazing ability to observe his environment and write about it.”

The story of a poor boy born in a workhouse offers lessons for communicators. Make it all about people, she says in her session, “Enhance internal communications and content with storytelling.”

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