There seems to be a word creeping back into fashion at the moment, making its way onto many PR event agendas and communication degree modules: storytelling.
This shouldn’t be a surprise. Good storytelling lies at the heart of all communication. Indeed, along with great writing, it is the core competency in the public relations profession. At Tinderbox Media Towers, populated largely by ex-and still practicing-journalists, both are sacred traits. And rightly so.
Storytelling is an ancient form which drew communities together around campfires, helped to spread news and enabled to make sense of the world we lived in. Now it has evolved into a fine art; just think of the many times you’ve lain awake to finish a book or been mesmerised by the final few scenes of a late-night film, unable to move until it finishes. There’s no doubt that narratives large and small, innovative and traditional, hold the power to change the way we think, act, and feel.
In the fast-paced, ever-evolving world of PR, it can be easy to lose the primary elements. Despite the proliferation of platforms and new media channels that reduce messaging to 160 characters and story arcs to mere sentences, the ability to recognise, develop and tell a good story always prevails. Simply blasting out a message on as many formats as possible is not a substitute for a considered angle; in fact it invariably has the adverse effect to the one intended, resulting in disengagement and automatic deletions. It is all sizzle and no steak.
Good PR professionals know this. They know that time taken to tease out the best stories or create campaigns which typify the company’s ethos and messages are well worth the extra work. Remember, pitching to media is always a tricky game as most major outlets are a disinterested audience bored of being bombarded. But with a good story under your belt, picking up the phone or writing that killer two-paragraph email pitch to an editor is a joy. You know you are making their life easier as much as you are getting your client that all important quality exposure. Good stories capture our imaginations and make things real in a way that cold, hard facts can’t.
Another key factor is understanding your audience. It’s unlikely a group of children turning up to watch a Disney film would appreciate the subtleties of a David Lynch movie; they would quickly tire and walk out. PR storytelling is the same. Identifying who the story should go to is as essential as finding the story in the first place.
That’s where a good storyteller comes in. Many PR firms will perfect the art of speaking the parlance of the time; they will master the buzzwords yet miss the real narratives that can lift a client from the shadows and into the spotlight. If you are considering PR in any of its myriad forms, remember to go with those who know the meaning of the word, not those that think it is the latest trend.
Image credit: dipratt
