Once upon a time – in a land called Clearwater, Florida – there was a PR agency named True Blue Communications. They had the secret to a successful public relations strategy. They used the art of storytelling, coupled with their strategic communications expertise, to reach the right people with the right messages through the right channels to drive important shifts in an organization.
Amid the flurry of information competing for our attention, it’s proven that well-told, authentic and compelling stories remain the most effective way to captivate an audience and influence changes in thoughts and behavior. In this post, we’ll discuss what makes storytelling so powerful and how it can be used in PR.
Storytelling captivates an audience
Think of a time when you were in a meeting where the presenter was running through their bulleted list. Did it pique your interest? Now think of a time when a presenter shared a personal story that really resonated with you. Wasn’t this more intriguing? Stories connect you directly to your audience in a way that makes your organization appear authentic and relatable.
Storytelling influences changes in thoughts and behavior
The essence of a great story is being able to move people with your words. In organizational storytelling, a great story should take your audience on a journey where their feelings, ideas and attitudes start to shift. When done consistently and effectively, these compelling stories can help thinking and behaviors align with your PR goals.
Storytelling makes your organization memorable
The human brain is wired to remember stories, not data. Your stories should focus on selling your brand instead of your products. Your organization’s storytelling strategy should answer the question, “What makes my organization unique, what do I want people to remember and why does it matter?”
How can storytelling be used in PR?
Public relations done right should be centered around stories. Whether you’re telling the story behind your brand, client successes, or why your organization matters, there are stories that need to shared. PR can help get these stories in front of the right people through news media placements, social media posts, company blogs, e-newsletters, speaking engagements and more.
Storytelling can be powerful when used in your PR strategy. You just need to find the ones that resonate with the people who matter to your organization, and the best ways to tell them. And that’s where we come in.