I want you to think of a brand that captured your attention.
Why did it do this? Was it possibly because that brand created such an amazing narrative that you
couldn't help but notice it?
Storytelling is an art that has been around for an incredibly long time, and there is a good reason for that. It
brings people together in the most beautiful way, and as a PR whose job it is to
create a narrative around a brand, what better way to do it than through storytelling?
media update's Saads Abrahams takes us on a journey through the power of storytelling in PR.
Storytelling grabs attention
One of the most challenging parts of PR is getting the attention of — well,
everyone. You can have all the facts and statistics in your back pocket, but putting that out there is only going to grab the attention of the few looking for very specific information.
By making use of storytelling, you are not only going to
grab the listeners' or viewers'
attention, but you are also able to make the facts / statistics
easier to understand.
It makes your brand memorable
Every brand wants to be remembered. Through storytelling, PRs are able to
create a lasting impression. For any venture within the PR scope, the goal is to create something
impactful.
With storytelling, you can achieve this.
A brilliant example of a PR campaign that used storytelling is the Dove 'Real Beauty' campaign, which not only
expressed the brand's values but
created a sense of admiration for the brand. If that ain't a successful PR campaign, I don't know what is!
Storytelling creates emotional connections
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
This wonderful quote comes from the late and great Maya Angelou — and this is basically the
essence of storytelling.
A successful story is one that
evokes emotions from the listeners / viewers. By using storytelling, PRs are able to
create narratives that not only align with potential customers' needs and wants but
leave a lasting impression on them as well.
It humanises the brand
As an outsider looking in,
a brand is just a business that wants to sell you something. While this statement is
somewhat true, there is more to it than
just that. Many brands have an
incredible backstory of how and why they started.
A brand that has successfully used storytelling to humanise its brand is
Lush. After reading its story of how and why it started, you immediately realise that it is
more than just a 'bath bomb' company.
It feels like it is an
investment and a group of people who are just trying to make a difference in the world. This is all done through — you guessed it — the effective use of storytelling.
It gives brands the ability to influence and persuade
As a PR, a big part of your job is to
influence and persuade the opinions of the public in favour of your brand.
By making use of storytelling, you have
full control of the narrative that reaches the public. If your storytelling is on point, you will have the ability to put the public on your side!
Storytelling helps with crisis management
A crisis comes knocking at your door. Instead of just turning the lights off, closing the blinds and pretending no one is home, you can make use of storytelling to
control the narrative. How? Tell a story that places your brand in a more positive light!
It gives your brand a competitive edge
There is an ocean full of brands, and if you want your brand to be the megalodon in this ocean, you need to make use of storytelling. This will give your brand a
competitive edge and
make your brand stand out from all the other mundane adverts that you see.
A brilliant example of a brand that executes storytelling is Nike. Take a look at its 2012 'Find Your Greatness' campaign. Not only does this advert speak to everyone, but it also
builds a wholesome brand narrative around Nike. This, in turn, creates brand loyalty and makes Nike stand out from its competitors.
Storytelling helps build trust and credibility
By
sharing authentic stories, you help your brand gain trust and credibility in the public eye. Share the brand's
values and
ethics in a
genuine and
honest way, and it will be a sure way to ensure
brand loyalty.
via GIPHY
What are your thoughts on storytelling in PR? Let us know in the comments section below.
*Image courtesy of Canva