Story First. Data Next. Always.

The Secret to Building Trust with Residents? Both Numbers and Narratives.

Dana Berchman
June 24, 2025

In partnership with

Oh, hi!

We sit on a mountain of data—311 requests, portal stats, social comments. Yet dashboards alone don’t drive connection.

Because data tells what’s happening; story tells why it matters. And that combo? That builds credibility, trust—and real engagement.

Why this matters now

As a government pioneer, I hired the first data storyteller in government. I knew then what I know now: if residents don’t feel your data, they won’t lean in.

Here’s the core:

A simple example

The first is a stat. The second? A moment.

Now add your post copy: “We’re testing shade structures in the most-requested spots next month.” That’s action rooted in trust.

Reframing for connection

In my Storytelling + Community Engagement Toolkit, I emphasize the importance of reframing your message: “What haven’t you said yet? Who felt something? What shifted?”

It’s not fluff. It’s the switch that turns stats into stories people feel.

Even a one-sentence story can wake up your metrics.

If you’re stuck on finding the right tone, try one of these AI prompts.

Final thought

Storytelling doesn’t replace your data—it brings it to life.

When residents see themselves in your message, they don’t just understand. They engage. They trust. They show up.

Talk soon,
— Dana

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