An interview by Kaylee Holland -
Q: What drew you to storytelling as the core of your work?
Rob Biesenbach explains that storytelling has always been embedded in his career as a communications and public relations professional. However, his passion intensified in the early 2000s when he began taking improv and sketch comedy classes at Second City. “That just was so mind-expanding and enriching,” he says. “It really deepened my understanding of storytelling and my passion for it.” Through that experience, Biesenbach realized that storytelling principles drawn from performance could be applied to help people communicate more effectively in professional settings.
Q: How does performance influence strong communication?
Biesenbach emphasizes that skills learned on stage—such as energy, presence, and audience connection—translate directly into effective messaging. “It helps you bring energy to a room and connect with an audience,” he explains. “Tell stories. Yeah, it makes a big difference.” This idea is echoed by interviewer Kaylee Holland, who notes that her own background in musical theatre has strengthened her public speaking and professional communication.
Q: What have your experiences across different sectors taught you about how people respond to messages?
One of the most striking moments in the interview comes when Biesenbach recounts a story from his work with a CEO at a major truck manufacturing company undergoing major change. An initial town hall meeting failed when the CEO focused solely on facts and strategy. “One of the guys in the room stood up and just started shouting at him,” Biesenbach recalls. “He said, ‘I don’t believe you. I don’t trust you.’” After regrouping, Biesenbach encouraged the CEO to share his personal connection to the company. The message itself remained the same, but the framing changed. “He talked about his hopes and vision for the future… and he wove this whole story back to its roots,” Biesenbach explains. The result was dramatic: “It completely turned the situation around.” The audience listened, engaged, and responded with trust.
| Join us on February 18 when Rob Biesenbach will present The Ferris Bueller Guide to Smarter Storytelling |
Q: Why is Ferris Bueller’s Day Off such an effective storytelling guide?
While pairing a classic teen movie with professional communication may seem unexpected, Biesenbach says the lesson comes from deeper analysis. “There is one central lesson in the movie,” he explains. “When I read John Hugh’s analysis of what it really meant, it was really deep and profound.” That insight sparked the realization that the film could serve as a foundation for teaching clearer and more compelling communication.
Q: What does it mean to rise above ordinary communication?
Biesenbach argues that most organizational communication gets stuck in “the data, the statistics, the facts, the tactics.” To rise above that, communicators must focus on the bigger picture. “What’s the big problem at stake?” he asks. “What’s the big opportunity we’re trying to achieve?” Ultimately, he says, every message should answer one fundamental question: “Why are we doing this?”
Q: What is a common storytelling mistake people make?
Many people, Biesenbach says, believe their stories need to be extraordinary. “They assume that storytelling has got to just blow people out of the water,” he explains. “And it doesn’t.” Instead, effective stories are simply relatable. “It’s not about making people cry,” he says. “It’s about making them say, ‘Oh, I get it.’”
Kaylee Holland is a communications intern and a driven advertising and public relations student passionate about crafting meaningful connections through strategic storytelling. She thrives on shaping public perception and executing campaigns that leave a lasting impact. Kaylee enjoys traveling, crocheting, singing in choir, staying active, and musical theatre. Her blend of creativity, empathy, and strategic thinking fuels both her interests and her ambition to build strong, authentic brands.