No public relations work is complete without a good story. Whether the audience is a journalist, target publication or a potential customer, a story is a way to create a connection and efficiently deliver your message. The use of storytelling in public relations is crucial and its importance cannot be overlooked. Here are three of the main reasons why honing in on the skill of storytelling can make you a better communicator.
- Makes a connection
One advantage of using effective storytelling in public relations is the ability to create a connection with the target audience. People are able to relate to stories and will oftentimes see themselves reflected in the messaging if it is done properly. The target audience will feel like they are being seen by the brand and buy into the message.
2. Makes it Memorable
Storytelling also makes public relations work more memorable. The audience will be able to recognize the brand and its values. Messages are a lot easier to recall when it is embedded in a moving story. For example, consumers remember the delivery of the message is also a lot more efficient through storytelling. Telling a story makes people care about what you’re saying and realize its importance. A recent article by Forbes tells us that as humans, we do not respond to statistics, we don’t remember them—we remember the story behind the statistics. We remember that for just 99 cents a day, we can help an animal in a local shelter—not because of the financial analysis spreadsheets—but because of the ASPCA commercials with Sarah McLachlan singing “In the Arms of an Angel” in the background.
3. Helps you get readers attention
Social media is an incredibly fragmented place. With so many different platforms, readers are not just looking for new stories, but a new way of the stories being presented. Why should the consumer, reader or journalist give you their time? Why should they read your article? Well, it all gets back to making that connection. If you create a connection with the reader, they are more likely to keep coming back and reading more.
So, whether you’re creating a campaign for a brand or pitching a story to a journalist, telling a story with your message is the best way to reach your audience. Not statistics. Above everything, human beings value an emotional connection. So if you believe in your brand and the story behind it, so will a journalist. If you think like a journalist and find newsworthy stories, you will become a valued public relations professional. Trust your gut and tell the story you would like to hear because, more often than not, others want to hear it too.