Storytelling in PR

Life is about stories – scary stories, short stories, love stories, funny stories – whether you’re sharing yours or listening to someone else’s.

Stories resonate with people; they captivate. Why do you think famous speeches and TED talks incorporate so many stories? They connect with people on a deeper level.

Public relations isn’t always thought of as a profession that revolves around stories, but it does. PR exists to communicate client messages in a way that is effective and impactful. PR tells a brand’s story; let’s call it brand storytelling.

So, how do you do it?

Understand your target audience. Determine stories that will pique their interest and impact how they receive the information you give them.  

Personalize it. Personify ideas and concepts to increase the likelihood of achieving an emotional connection to your audience – not data, not graphs. You want your audience to feel your story.

Increase your share-ability. This means two things: make your story so good that your audience wants to share it, and use social media sites that make sharing easy. 

Quality over quantity. With content clutter on all mediums, it’s crucial for your message to be well-written, meaningful and accurate. Spreading higher volumes of low quality information doesn’t benefit anyone.  

Tell your story, and tell it quickly. All good stories have details, but over-sharing information can lead to a post that people won’t read. The age of your audience doesn’t matter. If what you’re sharing is too lengthy, they’ll stop reading or never start. Keep the details, but only the important ones.

Make it memorable. Obviously not all stories are showstoppers and jaw droppers. So, if you’re writing about milk, write about it.

PR exists to share stories through all mediums – face-to-face, social networks, blogs, media and more.

Everyone, everything and every place has a story. Share it, and share it well.

Edge Intern