How a Local Utility Company Became a Storytelling Powerhouse with Krystal Phillips

“It’s not just about keeping the lights on—it’s about building a relationship with the people at the end of the line."

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How a Local Utility Company Became a Storytelling Powerhouse with Krystal Phillips

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 the 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

"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

If you want to learn how to lead your company with a storytelling strategy, this is the episode for you!

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https://podcasts.apple.com/us/podcast/the-storytelling-lab/

https://open.spotify.com/show/4lzDYE3HbAwTSmUYBXuMZp

Some of the highlights of the episode:

00:00 – Cold Open: Why Storytelling Isn’t Just for Sexy Brands
01:05 – Welcome and Background on Jones-Onslow EMC
02:18 – The Roots of the Co-Op: Built by the People, for the People
04:15 – What Makes a Co-Op Different From a Utility
07:10 – Embracing Innovation in a Traditional Industry
09:20 – Culture of Trust, Openness, and Risk-Taking
12:30 – Starting a Podcast and Becoming a Storytelling-First Brand
15:10 – Internal Leadership Program and Succession Planning
18:00 – Building Cross-Departmental Empathy and Relationships
21:00 – Internal Storytelling Through SharePoint and Microcontent
24:15 – Creating Member-Facing Stories That Actually Resonate
27:00 – The Lottery System and Employee Engagement Culture
30:00 – Case Study: Christmas Eve Lineworker Video
33:00 – Shifting From Corporate to Emotional Storytelling
35:40 – Why the Human Connection Trumps Utility Function
38:15 – Measuring ROI Without Sales Metrics
41:00 – Member Satisfaction Surveys and Real-World Feedback
43:00 – Transparency, Trust, and Future of the Strategy
45:00 – How Storytelling Starts From the Inside
47:00 – Working Together as Creative Collaborators
49:00 – Final Reflections on Leading With Narrative