Featured Speaker Q & A: Andrew F. Robinson

Andrew’s fascination with stories and how they affect people led him to graduate school in the late nineties, where he studied behavioral psychology and human systems. He graduated at the top of his class, then served as an Executive Director in the nonprofit sector. Andrew designed models of engagement and empathic research that received national attention, and he grew the organization to reach more than fifty-thousand youth and adults each year.

In 2006 Andrew began his narrative-based training, research, and strategy consultancy. Spurred by curiosity and a deep desire to understand people, Andrew creates custom solutions to the challenges each client faces.

Andrew also teaches at the University of Oregon. Interactions with students and the course material keep him current with the ever-evolving field of storytelling, neurology, and human engagement. Andrew lives in Eugene, Oregon with Emily, his wife of twenty years, and their three daughters, four chickens, and Bernese Mountain Dog. In addition to spending as much time as possible with his wife and daughters, Andrew writes, records, and performs his own music.

How can storytelling improve PR?

Make your audience the hero! Speak to your audience’s struggles, where they are now, and where they want to be. Your audiences engage when they sense that you’ve developed all of your PR efforts with them in mind as the hero. The Storytelling Framework we cover in this workshop explains how.

Why is your workshop topic so important to PR professionals today?

Resonance is at the heart of Public Relations. Three things need to happen for resonance to take place between us and the audiences we seek to reach:

  1. We need to get our audience.
  2. We need to communicate that we get our audience.
  3. Our audience needs to get that we get them.

What can the audience expect from your presentation?

Interaction! A variety of fun activities will help everyone identify practical steps they can take to put the Storytelling Framework into practice. The audience will take away tools they can use immediately.

Why do you feel strategy is so important?

First, strategy is an organization’s opportunity to make their audiences feel known. It channels our intention and empathy into powerful media and messaging that reaches and resonates. Second, strategy is the antidote for every organization’s tendency to react. It helps us block out distractions and focus on what’s truly essential.

Why do you want to present at this year’s CommCon?

The organizers and participants are wonderful! They take communication seriously, and are eager to develop their abilities. I can’t wait to interact with everyone next month! Participants may also like to know that I’m going to soon release a free e-book on storytelling and will let them know at the conference how they can be among the first to receive it.


Twitter: @DrewFRobinson
Facebook: https://www.facebook.com/AndrewFRobinsonHere
LinkedIn: https://www.linkedin.com/in/andrewfrobinson1/