“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

Follow Krystal on:

LinkedIn

Instagram

or visit the JO-EMC website, HERE!

And for more storytelling tips and tricks,

Visit rainbennett.com or thestorytellinglabpodcast.com

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Follow on Twitter @rainbennett

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