Bella Ling-Nair Shares a Step-by-Step Playbook for Impactful Storytelling at PRAXIS12
There is a cluster of storytelling today. How do we resonate with our audience? What do brands have to do to cut through the jarring noise?
Bella Ling-Nair, Senior Director of Communications & Patient Advocacy, JAPAC Region, Edwards Lifesciences, unfolded a thought-provoking session on “From Audience Insight into Impact: Stories Only Matter if They Matter to Someone” at #PRAXIS12. Her message was clear and compelling – in a world overflowing with noise, only meaningful stories break through and drive real ‘change’.
She started with a reminder that “your reputation is shaped by audience perception”. In today’s hyper-connected world, there is no shortage of information, in fact there is a deluge of information. But there is a shortage of attention. Social media has made irrelevant information louder than ever, but only a small fraction – perhaps 5% – is actually useful, actionable, or worth engaging with. “This is why storytelling is so critical,” she explained. “The right story can cut through the noise, connect people emotionally, and inspire them to take action.”
She placed ‘connection’ at the heart of all communication. Storytelling, she emphasised, is not about the brand, the company, or even the message – it is about the audience. Identifying who they are goes beyond just demographics; communicators must understand their motivations, fears, and values. “Think beyond the audience,” she advised. “Who or what else influences their decisions? What ecosystem are they a part of?”
Bella then walked the audience through the storytelling process – from insight to impact.
It begins with clarity of purpose. Before telling a story, communicators must ask: Why am I telling this story? What do I want to achieve? Setting clear objectives – and defining what success will look like – is the first step.
The second step was – insight gathering, meaning that it’s about going deeper than surface data to collect meaningful insights – the kind that reveal patterns, pain points & opportunities to build stronger connections with the audience. “Connecting the dots is where the magic happens,” Bella clarified. “You want to uncover patterns that allow you to tell a story that resonates, not just informs.”
Then followed – crafting the narrative. Using the insights gathered, communicators can shape a story that engages and inspires action. She encouraged the audience to then test the story – to share it with a small group, gather feedback, and fine-tune before a full launch.
Finally, it’s about delivering the story effectively – across the right platforms, in the right tone – and then measuring success. Did the story resonate? Did it build trust? Did it inspire advocacy? Did it move the reputation needle?
She concluded with a powerful takeaway: Good stories don’t just inform — they transform. They leave a lasting impact by building trust, turning audiences into advocates, and strengthening reputations over time. “Stories matter only when they matter to someone,” she confirmed, urging communicators to focus on depth, connection, and authenticity in every narrative they tell.
In a dialogue with Bishnupriya Narayan, Akasa Air, Bella pointed out that “as communicators, it has become important to tell stories. We have to think with the limitations we have”.
Does it make a difference to have different storytelling for internal communication and external communication? The stories should have different sets of narratives, but the ‘core’ should not change was Bella’s firm take.
There is ‘risk’ but authenticity must be clear. As communicators we have to think about the true value of communication. During her career, she had observed that one has to learn about how each culture interprets communication differently and this goes for different corporates too.
When asked about sharing any advice, she proclaimed – “We have to keep learning, enrich our knowledge. And you can build your personal brand too”.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
