How Storytelling Drives Social Change in Public Interest Communication

By Evan Kropp

Throughout history, people have used stories to help make sense of the world around them. These stories serve many functions, influencing how we see ourselves and how we connect with others. In public interest communication, storytelling plays yet another vital role: it becomes a catalyst for change.

It can take many forms, from a documentary film or community campaign to a single personal testimony. Public interest communication can illuminate injustice and motivate people to take action.

The modern social and cultural landscape makes storytelling for social impact more essential than ever. Complex issues like climate change, public health, racial equity, and poverty can overwhelm audiences when reduced to numbers and reports. But when those same issues are told through the lens of lived experience, they resonate on a deeper emotional level and build trust through authentic communication.

Why Storytelling for Social Impact Matters in Public Interest Communication

Public interest communication focuses on influencing attitudes and behaviors for the benefit of society. Storytelling is central to this mission because it taps into empathy, a driving force behind social action. A well-told story helps audiences move beyond abstract ideas and connect with the real human consequences of policy decisions and systemic problems. It can even shed light on the unfairness of certain cultural practices.

Research in neuroscience supports this. Stories engage the brain’s sensory and emotional centers, making information more memorable and persuasive than facts alone. Much like deep reading, narratives invite people to imagine themselves in another’s shoes, bridging divides and opening pathways to understanding.

For communicators, mastering narrative techniques is a strategic tool for advancing the public good.

Inspiring Action Through Real-World Campaigns

Across the globe, organizations have demonstrated how stories can mobilize communities. Consider the public health campaigns that emerged during the early stages of the COVID-19 pandemic. While data and guidelines were critical, personal stories such as nurses sharing their exhaustion, families mourning loved ones, and patients describing recovery were what shifted behavior and reinforced the importance of collective responsibility.

Climate communication is another notable area. Rather than framing climate change as a distant scientific problem, public interest communicators brought it into the present with human-centered stories of flooded neighborhoods and disappearing coastlines, all in the context of intergenerational responsibility. 

Similarly, the “It Gets Better” project harnessed thousands of personal narratives to offer hope and visibility to LGBTQ+ youth, demonstrating how storytelling can scale rapidly across digital platforms to spark solidarity and support.

Techniques for Crafting Powerful Narratives

For communicators working in public interest fields, a few key storytelling techniques can amplify impact:

• Center lived experience. Stories rooted in authentic voices, especially those directly affected by an issue, carry more weight than abstract advocacy.
• Build characters, not case studies. People connect with protagonists they can relate to, not faceless demographics.
• Show conflict and resolution. Narratives thrive on tension. Articulating what is at stake and how change is possible creates urgency and hope.
• Pair stories with strategy. While emotion engages, strategy directs action. Strong campaigns link personal stories to clear calls for policy change, donations, or participation.

Everyone has a story the world needs to hear. For communicators, the task is to create platforms where these stories are shared, respected, and amplified. As technology evolves, so does the potential for storytelling. Digital platforms provide powerful channels for reaching audiences worldwide. Yet the essence of storytelling for social impact remains unchanged: clarity, authenticity, and emotional resonance.

University of Florida’s Public Interest Communication Program

The online Master of Arts in Mass Communication degree with a concentration in Public Interest Communication is designed to equip graduate students with research-based strategic communications tools for driving social impact.

The program combines academic and practical work across disciplines, including journalism, public relations, psychology, sociology, political science, and neuroscience. Students learn systems thinking, narrative strategy, campaign design, and measurement of change. The curriculum is delivered via recorded lectures and live sessions, allowing flexibility while maintaining rigorous professional standards.

Graduates from the master’s degree program enter roles in advocacy organizations, nonprofit or governmental agencies, foundations, think tanks, and consultancies where they design and lead campaigns that influence behavior and policy. The program emphasizes hands-on experience, strategic planning, cross-sector collaboration, and the capacity to build communications efforts deeply grounded in social purpose.

Posted: January 21, 2026
Category: UF CJC Online Blog
Tagged as: Evan Kropp, public interest communication