Storytelling strategies in event general session production

A keynote speaker doesn’t typically earn an encore. But if you want your corporate event audience to retain and repeat key messages, take a storytelling approach to general session production.

Creative event design ideas for events that entertain, educate and evoke an emotional response rarely come from watching industry competitors. Brands interested in producing compelling experiences should draw inspiration from Broadway shows and immersive theatrical performances. Event experience design that stems from a cohesive narrative naturally centers your attendees on the main message.   

Start event planning with a goal or problem    

Great event strategy always begins with articulating a goal or a business problem the organization wants to solve. Whether the event goal is inspiring the sales team, promoting a product or another purpose, connecting the vision to outcomes defines success.   

Strategic storytelling influences what attendees think about a brand, how they feel as a result and actions they are motivated to take next. Merging this idea with event production milestones requires journey mapping across touchpoints.   

Whether planning a sales kickoff or leadership retreat, clearly define what attendees should think, feel and do at every phase. Content should connect the organizational goal to messaging that motivates your audience. Storytelling inspires attendees to commit to the event’s purpose. Attendees leave with direction on how to impact goals.  

Related: Apply expert advice to see stronger results through strategic event design.  

Sync the event design to your story’s tone   

The event’s environmental design should advance your story and help forge an emotional connection. What feeling should the event environment evoke? Power? Futurism? Belonging? Aim to create a vivid sensory experience from the moment guests arrive.   

Venue, space and location all influence the event design. Consider the culture of the host city, too. What works well for San Francisco might not fit Washington, D.C. After booking, event producers must decide if framing out or covering up the venue is the best course of action.     

Elements like LED lighting and video screens transform spaces quickly and are more affordable than ever. In a large arena, magnification screens help people absorb your story. They support theatrical elements that keep the audience engaged. Sweep the crowd with spotlights and cameras to create energizing moments when the audience can see themselves.   

Remember to pre-plan the playlist. The tempo, lyrics and volume of music set the tone as much as your scripted content. Use audio and lighting to cue transitions and pace the event. Wearables, like color-changing LED bracelets, involve attendees in the effect.  

Outline general session production with a story-led run of show     

 Stories typically follow a narrative arc that introduces and then works through challenges. Resolutions show how characters have changed or impacted their situation. A story-led run of show needs to address both the emotional appeal of content as well as tactical elements of staging.   

Start building around timing the big elements.    

• How long is a session? Varied session lengths and styles hold interest.   
• How many speakers? Avoid overcrowded panels and make time for speaker prep.   
  

Then, consider details.   

• Is there an emcee? How does their style impact the mood of the show? Should they maintain or shift energy at transitions?   
• When are the breaks? Think about whether transitions should maintain or shift the mood.  
  

Tackle stage blocking and AV.    

• What kind of stage set supports the delivery of the message? What’s the camera focused on at each mark to engage the audience at the inflection points?  
  

Related: Tips for applying five storytelling elements to experience design.   

Script a general session for maximum impact     

Successful scripts translate your main message into a simple, repeatable phrase that resonates. The world’s most sought-after keynotes distill book-length content into a memorable line. Authentic anecdotes, simple language, humor and vulnerability draw audiences in. When people feel like the message is specific to them, their engagement deepens.   

Session pacing and speaker sightlines keep the story moving and the audience captivated. Pay attention to where speakers are positioned onstage. Encouraging the presenter to walk out onto a thrust stage brings them closer to attendees, which creates a more intimate atmosphere.  

Eye contact is important. If the audience is far below or at the back of an arena, coach speakers to address different angles. Installing a prompt screen at eye-level with the back row helps ensure everyone gets the attention they deserve. It also helps the speaker monitor audience feedback and flex to address their response.   

Anticipate just-in-time event production rewrites   

Say, in the middle of a show, the client decides to cut the next segment. Event producers need to know how decisions made in that moment affect everyone on the team and communicate how it changes all the cues. When promoted with a plot twist, think futuristically and be steadfast in your decisions.   

Outlining, designing, scripting and rehearsing are essential, but last-minute changes are part of live event production. Set your story up so successfully that when something (inevitably) changes, you understand the implications and the audience remains enthralled.  

Explore our lookbook for 40+ event production ideas, including spectacular staging examples.