“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:
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or visit the JO-EMC website, HERE!
And for more storytelling tips and tricks,
Visit rainbennett.com or thestorytellinglabpodcast.com
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