6 Keys To Successful PR Storytelling

The art of storytelling is an age-old process of sharing lessons and information across cultures. To this day it still holds true and crosses over into how we operate our businesses and brands. Storytelling is the foundation of crafting a message when it comes to public relations. 

The key thing to remember when you’re telling a story is this: it’s not about your brand it’s all about your audience. Why do stories work? It’s simple, stories are the ideal tool that connects you to the right target audience while promoting your product. Successful storytelling holds one component in the highest regards, how customers will benefit from your product. 

In order to tell a great story here are 6 touchpoints to keep in mind: 

Understanding 

Get to know your audience so that you can communicate effectively allowing your brand to go from just being an interaction to a connection. 

Responsibility 

Draw our audience into the story, make them part of the success or even failure of the process. This gives people a sense of responsibility and ownership. It’s also a great way to nurture your relationship with your customers. 

Personality 

Stories should be authentic, emotional, full of life, hopeful, and evocative. When brands have successfully achieved these factors they transform from just a product to a brand and in turn, it becomes part of their customers' lives.  

Mystery 

This is an effective element to include in storytelling- leave them wanting more. If you tell the story and your customer is content then something was missing either in the content, delivery, or both. 

Contrast 

A little opposition never hurts. The central subject of your story should have something they are pushing back against. Maybe it’s hunger or pain, or boredom, or insecurity. Whatever it is your subject should be placed in opposition and shown in contrast to the negative feeling. 

Urgency 

Provide people with an open opportunity to act. Not all customers will act right away. The best stories always seem to create a compelling energy inviting people to take immediate action.