Now the much-harder question of what it is. In the 1960s, U.S. Supreme Court Justice Potter Stewart was asked to describe his threshold test for obscenity. He said: I can’t describe what it is, “but I know it when it see it.” Perhaps the same thing can be said for storytelling photography.

In many ways, visual storytelling can be defined not for what appears within the photo, but rather for the feelings and emotions the photo evokes. Does the photo make you stop and pause to figure out what’s going on? Or do you quickly click through to get to the other items on your must-do list?

Stories get told when photographers make images that go beyond what’s obvious and expected. Like here, instead of the expected people-at-table-making-announcement photo, this wide-angle shot puts the event in context. Notice all of the corporate branding.

Or this side angle, which carefully includes the stacked-up boxes to make readers wonder what might be inside. (They’re stuffed with donated school supplies).

And who wouldn’t look twice at the employee newsletter to see which of their co-workers dressed up like superheroes to race Red Radio Flyer tricycles for a good cause.

Next blog: What makes one storytelling photo better than another? Hint… think branding.

Lately, every time I turn around, my corporate clients are talking about corporate storytelling. It seems their bosses — and their bosses’ bosses — heard somewhere that storytelling is a great way to engage employees. It’s true, I say. And then we all nod our heads in agreement.

But then the other day, a new-ish corporate communications professional pulled me aside and asked, “But what exactly is corporate storytelling?” Trying to figure out what her peers were talking about, this young internal communications manager had searched the Web for examples and explanations of how to leverage storytelling in the business environment… but she had found very little.

Looks like storytelling is one of those things that everybody secretly thinks they are really good at. Unfortunately, the ability to tell stories is also one of those things that few people are really good at.

So let me take a moment (and maybe a few blog posts) to explain what corporate storytelling is — and what it isn’t. Later, in another blog post, I’ll give my 2 cents on how to find a storytelling writer, photographer, multimedia developer or whatnot and make the most of his/her talents.

First the easy part: What corporate storytelling photography ISN’T. It’s not the:
~ Execution at dawn photo, with team members lined up against a wall and “shot.”
~ Grape leaves photo. Similar to the execution at dawn photo, but here the team members have their hands clasped together in front of their groins in Adam-and-Eve-grape-leaf fashion.
~ Important person with oversized check photo.
~ Employee at work photo, where the obviously posed worker looks self conscious as he/she avoids looking at the camera.
~ Giant-scissor-yielding executive about to cut the giant ribbon photo.

Boring, right? But damaging too. A corporate Webpage, newsletter or annual report with a boring photo is worse than not having a photo at all. Why? Because the reader’s eye is drawn to the photo first. Therefore, a boring photo = boring story = boring event. Yawn.

Now the hard part… defining what a storytelling photo is. I’ll tackle that one in another posting.

P.S.: Are you wondering what’s going on in the image at the top of the post? Excellent! That’s a piece of storytelling photography. A photo should make readers look twice and study what’s going on. In this case, musicians perform among museum statues during the Wells Fargo Community Celebration event held in downtown Charlotte, NC.

You can check out the photos from this and other corporate-sponsored events at http://patrickschneider.photoshelter.com/gallery/Wells-Fargo-Community-Celebration/G0000x2v_e86hR00/C0000sLejZ1oE1sY

Many corporate communicators have shared their struggles with how to create photos that will engage their stakeholders, who might include employees, customers, shareholders and the public. This is especially challenging in today’s digital communications environment, which demands frequent updates.

They ask, “How can we keep our photos fresh and interesting, so people will come back to see what’s new?”

My advice is to throw shadows and silhouettes into your box of tools. You don’t want to do this every time you’re taking photos, but it’s good to be aware of how helpful this technique can be. Now and then, try throwing a shadow or silhouette photo into your corporate communications news cycle and see what reactions come in return.

Some suggestions for creating photos with silhouettes or shadows:

Had this photo exposed for both the juggler and the background buildings, there might have been too much activity for the eye to absorb your message. Placing the street performer in silhouette creates interesting contrast while also quickly showing readers that the performance was taking place in downtown Charlotte.

Notice how including just a bit of the footwear in the image below helps to quickly explain the unusual shape of the shadows. The goal is to make readers pause to study the image… and then jump into your text to learn more.

This next image is a partial silhouette. Notice how well the clean graphic lines of the frame and hammer offset the features of the woman, who is volunteering her time at a Habitat for Humanity build.

Getting low while shooting this silhouette eliminated background clutter (including the bunching up of the other boaters), and created an image with nice graphic elements.

Patrons at the Mint Museum of Art Uptown seem to become part of the artwork because they are captured in silhouette.

The shadow of this barbecue chef against his smoker.

In the 20+ years I’ve been covering natural disasters as a staff newspaper photographer (and now freelance photographer), I often come across companies and employee volunteers jumping in to help their communities recover from flooding, storms, forest fires, hurricanes, earthquakes and other catastrophes. Their instinctive responses are heart warming.

Still, even in today’s world of ubiquitous communications, I’m often struck by how few corporate do-gooders take time to document and share their efforts. Lowe’s (the North Carolina-based home improvement giant) is an exception worth pointing out.

In full disclosure, I’ve been hired by Lowe’s dozens of times in recent years to create photos for annual reports, marketing materials, public relations/corporate communications needs, and also community-service activities like I’m showing in this blog. I’m hired as a freelance photojournalist (I’m not a staff photographer for Lowe’s).

In this particular event (Lowe’s employees helping to clean up Live Oaks, Florida after Tropical Storm Debby flooded the area in June 2012), Lowe’s donated money and products to the American Red Cross and first responders. Employee volunteers (called Lowe’s Heroes) jumped in to lend a hand. It was a spur-of-the-moment response, but Lowe’s also thought to give me a thumbs up to document the rescue and cleanup efforts. (I was in Chicago wrapping up a shoot for another client when Lowe’s called. A helpful US Airways ticket agent quickly got me re-routed to Florida and everything clicked into place).

Lowe’s gets my professional respect not just for jumping in to help, but also for taking steps to tell employees elsewhere in their footprint about what’s happening in and around their Florida stores.

At many other events, such as with Rebuilding Together or Habitat for Humanity builds, Lowe’s employees volunteer side by side with the employees from other major corporations. Often, Lowe’s is the only one who hired a professional photographer to capture their efforts.

As a photojournalist, I’m naturally biased when I argue that all companies should photograph their community efforts. If anything, they are great for the corporate historical files. Many times, the photos are helpful in annual reports or on the corporate website or blog. Always, strong photos help connect the companies with their single largest stakeholders: their employees.

In an August 6, 2010 article, The Chronicle of Philanthropy reported that many corporations have changed their corporate giving practices in response to economic difficulties. Some 54 percent of corporations were encouraging their employees to volunteer more, The Chronicle reported. Unfortunately, the article didn’t show how this percentage had increased from better times.

What caught my attention in the article was a paragraph connecting corporate communications about employee volunteer efforts with increased worker satisfaction levels. In that case, according to the article, Microsoft found that just publicizing its volunteering program to employees in Microsoft’s Egypt operations sparked workers’ satisfaction with the company’s commitment to society there. Microsoft told The Chronicle that workers’ satisfaction jumped from 61 percent to 91 percent (as determined by an internal survey).

A year earlier, in a November 15, 2009 article,  The Chronicle of Philanthropy reported interesting findings from a poll by LBG Associates and LBG Research Institute. Polling more than 8,000 workers and 213 managers of volunteers from 36 companies, researchers found that nearly 71 percent of employees surveyed said their employer’s volunteer program made them feel “more positive” about working there.

Personally, I argue that companies must go beyond just encouraging volunteerism and helping employees find volunteer opportunities in their communities. They should — no, they must — share those volunteers’ stories. Don’t just say X number of employees turned out to help flood victims move their possessions to higher ground.

Instead, share the words of the military vet as he pulled an American flag from the mud.

Talk about the smiles an employee brought to flood victims’ faces as he belts out an impromptu song while strumming a child’s pink plastic guitar with bright blue butterflies.

Share one employee volunteer’s quiet utterance that “there but for the grace of God goes I.”

As humans, we instinctively want to give and help others. Applaud employees when they do. If you are in corporate corporate communications, take steps to share their stories in order to inspire others to help as well. The key, I believe, is communicating these stories across your corporation.

And when you do, strongly consider photographing their efforts. The photos you get back just might become a valuable tool in your communications tool kit.

Associate conductor Jacomo Rafael Bairos led the Charlotte Symphony in a free outdoor concert in June at the Duke Energy McGuire Nuclear Station EnergyExplorium on Lake Norman. Many Charlotteans are familiar with the Charlotte Symphony’s Summer Pops series, which takes place at SouthPark mall’s Symphony Park venue. The symphony orchestra’s outdoor concerts in Matthews, Huntersville, Pineville, Kannapolis and Cornelius are equally good.

A rain storm passed through the area about an hour before the outdoor concert began. Fortunately, the rain (and thunder and lightening) was long gone by the time the musicians took the stage.

The McGuire nuclear energy station is packed with visitor-friendly amenities, including walking trails, a nature trail, picnic areas and Duke Energy’s EnergyExplorium, a hands-on science center about electricity generation. During the June concert, boats rocked gently nearby as their passengers listened to the music.

Associate conductor Jacomo Rafael Bairos is known for his passionate dedication to music education and community engagement.

A member of the Charlotte Symphony warms up before the outdoor concert at McGuire energy station on Lake Norman.

Another view of the hundreds (thousands?) of music seekers who turned out for the June 2012 performance at Duke Energy’s McGuire nuclear energy station.

A bit of Charlotte Symphony context (taken from the symphony’s website): Founded in 1932, the Charlotte Symphony is the largest and most active professional performing arts organization in the central Carolinas, giving nearly 100 performances each season and reaching an annual attendance of 200,000 listeners. Now in its 80th season, the orchestra employs 62 musicians on full-time contracts and is led by the acclaimed conductor Christopher Warren-Green, who began his tenure with the CSO in the fall of 2010. Mr. Warren-Green’s nearly four decades of artistic accomplishments most recently included serving as music conductor for April’s royal wedding of Prince William and Miss Catherine Middleton, an event viewed by more than two billion people worldwide.

Charlotte’s newest park opened recently along the Little Sugar Creek Greenway. The park, called Midtown Park, is an impressive project that is worth a visit. Charlotte’s Little Sugar Creek Greenway is a public area of more than 19 miles of trails and land connectors. The greenway was designed to interconnect neighborhoods, landmarks and public spaces in order to increase the Queen City’s pedestrian-oriented activities.

Midtown Park, located next to the Metropolitan mixed-use development, was once home to a gas station. Today the park uses stone, artwork and other natural materials to bring new energy and life to the area.

Midtown Park and the Little Sugar Creek Greenway is popular with residents and downtown workers seeking exercise.

A gleaming sphere, installed in April 2012, was designed to bring enjoyment of visual art to the sight-impaired. Artists Po Shu Wang and Louise Bertelsen blended Braille embossed dots with modified music box readers to create multi-dimensional pieces.

A biker weaves through the winding pathways of Midtown Park.

Lunch-time exercisers run through along the greenway at Midtown Park.

The greenway provides such environmental benefits as stream buffering, wildlife habitats and flood control.

A stone archway frames the uptown Charlotte skyline in the background.

A couple steals a moment together at a table in Midtown Park.

Boy Scouts from across North Carolina turned out for the 24th annual Duke Energy Merit Badge Encampment, held May 11-12, 2012 at the McGuire Nuclear Station in Huntersville. The two-day event gives Boy Scouts the chance to earn merit badges in such subjects as nuclear energy, environmental sciences and chemistry. Several boys in Troop 10 attended the encampment (I’m a volunteer leader at Troop 10, based at Mt. Zion United Methodist Church in Cornelius, NC). Because I was there as a leader, I took the opportunity to photograph the event while the boys were in classes. Several times a year I take photos for Boy’s Life Magazine and Scouting Magazine. Who knows, maybe the editors will be interested in a few of these.

Boy Scouts with Troop 10 execute the flag ceremony before sessions began on Saturday morning.

The Duke Encampment included camping along the shores of Lake Norman. Duke’s McGuire Nuclear Energy Station is visible behind the tents.

Boy Scouts participate in laboratory work and classroom learning while earning a merit badge.

Duke Energy employees lead the sessions to ensure the Boy Scouts are receiving real-world experience and accurate information.

Scouts practice their First Aid skills as they earn the BSA First Aid merit badge. The First Aid merit badge is required for any Scout working to earn his Eagle badge.

Scouts carry an “injury victim” while practicing their First Aid skills.


Scouts interested in attending the 2013 Duke Energy Merit Badge Encampment should contact the Duke Energy Explorium at 980-875-5600.

The 2012 Charlotte Shakespeare Festival is up and running until June 17 outdoors at The Green uptown. As the photos show, it’s a can’t-miss cultural event in the heart of the center city. Plus it’s free.It may also be the regions only free performing arts festival.

Shakespeare fans crowded in on lawn chairs and blankets to experience the romance and comedy of William Shakespeare and the acting talent of Charlotte Shakespeare, a professional theatre company offering intimate performances of the traditional and modern classics.

The non-profit performance company was formed in 2005 by Elise Wilkinson and Joe Copley under the name Collaborative Arts Theatre. This year the name changed to Charlotte Shakespeare.

The 2012 production featured The Tempest.

Elise Wilkinson is the executive/artistic director and Joe Copley is the managing director of the Charlotte Shakespeare Festival.

Countless pieces of public art throughout The Green make an interesting backdrop to the performance. Image above shows the Charlotte signpost artwork (called “Charlotte — Center of the Known World) by Gary Sweeney, a contemporary artist from San Antonio.

Learn more about the Charlotte Shakespeare Company and the Charlotte Shakespeare Festival at Collaborative Arts online.

The Green has become an iconic area of Charlotte and the Levine Avenue of the Arts. Walking through the tiered gardens, it’s hard to believe the center city park is actually the top floor to a parking garage. It’s a not-so-secret pocket park that makes up that long list of features making Charlotte so interesting.

In the 15 years I’ve been photographing Charlotte, I’ve captured on-track action during dozens of NASCAR races at the Charlotte Motor Speedway, located northeast of Charlotte in Concord, NC. Often I’m hired to photograph the behind-the-scenes actions of a specific team or the sports marketing efforts of a corporate client. This time, I set out to help the Charlotte Chamber document race day at the Coca-Cola 600, the longest race sanctioned by NASCAR. Here are some of the favorite images I came up with.

The 2012 Coca-Cola 600 race at the Charlotte Motor Speedway got a new logo. The logo used during the 2011 race can be seen in the image below:

Held on Memorial Day weekend each year, the Coca-Cola 600 race always includes tributes to the United States military.

Members of the United States Marine Band wait to perform during opening ceremonies. The Marine Corp Band is one of the oldest US military bands, as well as one of the oldest professional musical organizations in the country.
 

NASCAR race cars sit lined on the track for the start of the 2012 Coca-Cola 600 race at the Charlotte Motor Speedway.

GoDaddy.com team driver Danica Patrick during opening ceremonies.

Colorful Coca-Cola 600 flags line the entrance to the Charlotte Motor Speedway for the May 27, 2012 race.

Race fans capture a good view from atop a customized bus.

Country music star Tim McGraw attended the race.

Lowe’s Team 48 driver Jimmie Johnson and wife Chandra during opening ceremonies.

NASCAR fans rally on the racers from packed stands.

GoDaddy.com pit crew members work to get driver Danica Patrick back on the track during a pit stop.

Thousands of NASCAR fans at the 2012 Coca-Cola 600 race show how popular stock car racing continues to be in Charlotte.

A fan goes all out in his enthusiasm for NASCAR driver Dale Earnhardt.

A street performer entertains the crowds outside the speedway.

Members of the North Carolina Helicopter and Aquatic Rescue Team (NCHART) refresh their skills during training exercises in May 2012 on Lake Norman. More than 60 National Guards troops, first responders and emergency management officials from across the state spent four days practicing rescuing survivors in various lake conditions.

NCHART combines the expertise of local rescue technicians with the training, maintenance and capabilities of the N.C. National Guard and the N.C. Highway Patrol Aviation units. The NCHART program became the first of its kind in the nation to implement a regimented training and response program that combines the best civilian rescuers with military aviation assets. HART teams were used extensively following hurricanes Frances and Ivan in 2004 to rescue an estimated 350 residents from fast moving water and areas isolated when landslides cut off roads and escape routes. Since then, the teams also have rescued numerous stranded or injured hikers from remote mountainous regions..Participating agencies: N.C. Emergency Management; N.C. National Guard; Lincoln County Emergency Management; Lincoln County Sheriffs Office; Fire Departments from Denver, East Lincoln, Sherrills Ford-Terrell, Mooresville, South Fork, Union, Asheville and Charlotte; Lincoln County EMS; Lincoln County Water Rescue Team; N.C. Wildlife; US Coast Guard Auxillary; Gaston EMS; Lincoln and Cleveland county Local Incident Management Teams; and North Carolina All-Hazards Incident Management Team.