How a Local Utility Company Became a Storytelling Powerhouse with Krystal Phillips
The Storytelling LabShow Notes
“It’s not just about keeping the lights on—it’s about building a relationship with the people at the end of the line.” — Krystal Phillips, JO-EMC
Storytelling isn’t just for trendy brands or startups.
In this episode, Rain sits down with Krystal Phillips, Communications and Community Relations Manager at Jones-Onslow EMC, to explore how a rural electric co-op built a storytelling culture that would rival any big tech brand.
Krystal reveals the behind-the-scenes thinking that led a utility company to invest in heartfelt video stories, internal leadership programs, and community-first content. Together, they unpack how to measure storytelling ROI when you can’t rely on sales, how buy-in from leadership transforms culture, and why authenticity matters more than production value.
This episode is a must-listen for anyone working in “unsexy” industries who wants to make storytelling their competitive advantage.
In this episode, you will learn to: Harness storytelling as a strategic tool, even in “boring” or highly regulated industries Build team buy-in by grounding your strategy in community and trust Establish internal programs that create a pipeline of storytellers inside your organization Humanize your brand with stories that foster empathy and emotional connection Measure the real ROI of storytelling beyond dollars and metrics
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or visit the JO-EMC website, HERE!
And for more storytelling tips and tricks,
Visit rainbennett.com or thestorytellinglabpodcast.com Follow on TikTok @chiefstorytellingofficer Follow on Twitter @rainbennett Follow on Instagram @rainbennett Follow on Facebook @thestorytellinglab Subscribe to the YouTube Channel Hosted on Acast. See acast.com/privacy for more information.
More from The Storytelling Lab
"You've got to manage both sides. You're the captain of the ship. You let the playful side talk and then you get it organized and manage it. People are dominant on one side or the other, and either side can be very bad if you go to the extreme." — Kim Krizan
"Advertising is the loudest, most publicly visible, and highest-stakes storytelling that your brand will do. And one misaligned ad can destroy and erode years of trust that you have built." — Rain Bennett
"Storytelling is local. But we are a global brand, so we do need consistency — and enough flexibility that everything can be used at a local level, because what resonates in China is not the same thing that resonates in Kenya." — Sydnye White
"You do the story that you want to do because you believe in it and it will find an audience. You have to be passionate about something and not try and hop off what's already out there. You have to absolutely 1000% have a vision." — Leslie Zemeckis
"The best of the writers know structures are important. And then they forget that they've been intuitively following a structure and tell the world you don't need structure. The rest of the people think they don't need structure and realize by the hundredth page they don't know what the story is going to be." —Anubhav Srivastava