PR & Story Telling
No matter what the medium is, the truth of the matter is that people love to listen to stories and it is the memorable stories that go around being viral in today’s Internet age. Latest media monitoring insights say that if you are a PR professional storytelling is one skill that you will need to learn, hone and develop.
According to the recent Global Communication Report (2017) issued by the USC Annenberg School for Communication and Journalism digital storytelling is one trend that PR professionals need to master for the next five years. This is one skill apparently ranks above social listening, social purpose and even big data! This just about proves how much things have changed in this social media world.
As a storyteller, a PR professional gets to take their audience on an intriguing journey that would make the story memorable and interesting. Here are a few advantages of storytelling –
Become Creative with the Brand
Selecting the right story that reflects the brand’s goals, mission and vision is very important. This is a unique opportunity that allows you to entertain and market your brand to an audience; therefore, selecting the right story is of paramount importance. You can use social media monitoring tools to source thousands of true stories that can be used for your brand.
Spark an emotion
The basic premise of the storytelling trend is to spark an emotion among the viewers/readers. Stories that spark an emotion within one’s self-are the ones that we retain in our memory. That’s why it becomes doubly important to ensure that you tell stories that are real and true. There are many media monitoring intelligence reports that show how detrimental it is to stretch the truth.
You do not want to be represented as being fake and unprofessional and you do not want these emotions to be associated with the brand. In social media, everything under the sun can be discussed, critiqued and dismissed so it’s important to come across as being genuine and real.
Max Tsypliaev, CEO of Comindware once told Forbes contributor Steve Olenski, “Humans have always loved good stories. And professional marketers use that fact to their advantage. Do not write fake stories, and never claim a story is true that everyone knows is not."
Keeping the Intrigue Alive
Just as with books, your readers can read the first chapter of the book and finish the story in one sitting or they might skip pages and get to the end and never come back to you again.
The trick is to ensure that they keep coming back for more and more and to do that one needs to keep the intrigue alive. To sustain the interest of the reader, one needs to ensure that the story is interesting and is not stripped down to bare facts and statistics. Never hesitate to push your creative boundaries because your audience needs something more than a ‘Once upon time’ story to keep their interest piqued.
Put your social media analytics tools to work to get more ideas for your stories. It’s not too late to get ahead of the trend.