{"id":18571,"date":"2024-04-17T10:14:00","date_gmt":"2024-04-17T10:14:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=18571"},"modified":"2024-11-22T11:50:46","modified_gmt":"2024-11-22T11:50:46","slug":"pr-storytelling","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/pr-storytelling\/","title":{"rendered":"From Narrative to Story: How to Do PR Storytelling"},"content":{"rendered":"\n<p>Who doesn\u2019t love a good story? We\u2019re instinctively drawn to them from an early age. No wonder <strong>storytelling creates a thoughtful thread that takes big, complex ideas and simplifies them into an easy narrative.<\/strong> <a href=\"https:\/\/prowly.com\/magazine\/elements-of-storytelling\/\">PR storytelling<\/a> follows this same pattern of connection.<\/p>\n\n\n\n<p><strong>When you\u2019re engaged in a story, you\u2019re invested in learning what comes next<\/strong>. You become an active participant in the story. In fact, <a href=\"https:\/\/www.sciencedaily.com\/releases\/2021\/09\/210929112809.htm\">research has shown<\/a> time and time again that our brains are wired to look for these story patterns. There\u2019s a predictability and logical formula to them that we naturally recognize and enjoy.<\/p>\n\n\n\n<p>The best stories spark interest, keep us listening, connect emotionally, and drive us to action. That\u2019s why we can continue to find <a href=\"https:\/\/www.semrush.com\/goodcontent\/content-marketing-blog\/storytelling\/\" target=\"_blank\" rel=\"noreferrer noopener\">storytelling<\/a> everywhere today, from video games to Netflix series to YouTube channels.<\/p>\n\n\n\n<p><strong>The importance of storytelling in PR can\u2019t be stressed enough<\/strong>. PR is the part of marketing that shares the brand story with your customers, potential customers, employees, and the media.<\/p>\n\n\n\n<p>With a great brand story, your company will create loyal customers, win over new ones, excite your team about their work, and entice the media to cover your brand.<\/p>\n\n\n\n<p><strong>If you haven\u2019t committed<\/strong> yet, now\u2019s the time to take full control of your brand story. Don\u2019t leave it vulnerable to being shaped by outside forces! Focused PR storytelling will get you there, and we\u2019ll discuss how you can take the wheel. Here\u2019s how.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a data-type=\"internal\" data-id=\"#howto\" href=\"#howto\">How to do PR storytelling<\/a><\/strong>\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"#start\">Start with a clear brand voice<\/a><\/strong><\/li>\n\n\n\n<li><a href=\"#follow\"><strong>Follow the hero\u2019s journey<\/strong><\/a><\/li>\n\n\n\n<li><a href=\"#get\"><strong>Get emotional and real<\/strong><\/a><\/li>\n\n\n\n<li><a href=\"#tell\"><strong>Tell the story across all marketing<\/strong><\/a><\/li>\n\n\n\n<li><strong><a href=\"#share\">Share the brand story internally<\/a><\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"howto\"><strong>How to do PR storytelling<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"start\"><br><strong>Start with a clear brand voice<\/strong><\/h3>\n\n\n\n<p>Pull up your company\u2019s homepage and start reading it aloud. <strong>Now, imagine the person making these statements.<\/strong><\/p>\n\n\n\n<p>Can you see them? Is it a man or a woman? Are they dressed in a business suit or jeans and a t-shirt? Would you want to have coffee with them?&nbsp;<br>It may sound silly, but this is an important exercise in determining whether or not you\u2019re drawing your potential customer into your brand within seconds, <em>like you need to<\/em>.<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Your brand voice forms the first connection with the recipient<\/strong>, whether they\u2019re a potential customer, job applicant, or journalist. The old adage that \u201cpeople buy from people\u201d continues to hold true.<\/p>\n\n\n\n<p>So where to begin in shaping this brand voice?<strong> A brand voice starts by determining what the mission and values of the brand are.<\/strong> If your company doesn\u2019t have these in writing yet, now is the time. Determine:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What problem are we solving for our customer with our product or service?<\/li>\n\n\n\n<li>How will our solution affect our customer\u2019s life for the better? What does their \u201cwin\u201d look like?<\/li>\n\n\n\n<li>What values are shared with our customer and us? (Affordability? Exclusivity? <a data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/how-to-introduce-public-relations-sustainability\/\" href=\"https:\/\/prowly.com\/magazine\/how-to-introduce-public-relations-sustainability\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sustainability<\/a>?)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"follow\"><br><strong>Follow the hero\u2019s journey<\/strong><\/h3>\n\n\n\n<p>It worked for <em>The Odyssey<\/em> in 700 B.C.E., and it will work for your brand too.&nbsp;&nbsp;<\/p>\n\n\n\n<p>The storytelling theme of <em>the hero\u2019s journey<\/em> has had universal appeal across time and cultures. We enjoy connecting with and rooting for a hero. We can\u2019t help but want to know what they\u2019ll do next.<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Like all great <a href=\"https:\/\/prowly.com\/magazine\/story-angle-ideas\/\" target=\"_blank\" rel=\"noreferrer noopener\">story frameworks<\/a>, the hero\u2019s journey is made up of characters, a plot, a conflict, and a resolution. <\/strong>This exact same structure works brilliantly for PR storytelling and should be considered when drafting your brand story.<\/p>\n\n\n\n<p>In the case of PR <a href=\"https:\/\/www.semrush.com\/goodcontent\/content-marketing-blog\/storytelling\/\">storytelling<\/a>, the \u201chero\u201d can be represented in two different and distinct ways.&nbsp;<\/p>\n\n\n\n<p>First, with the product or service as the hero (think Mr. Clean delivering a Magic Eraser to get your kid\u2019s crayon drawings off your living room wall). Or second, as the <em>customer<\/em> becoming a hero for their use of your product or service, like a parent delivering a healthy but delicious after school snack to their hungry kids.<\/p>\n\n\n\n<p class=\"purplebox\">The key is to make the hero special, having some extra insight or edge that\u2019s allowed them to discover \u201cthe secret\u201d.<\/p>\n\n\n\n<p><strong>The conflict of your brand story is the problem that your brand can solve. <\/strong>To really connect, mentally get into your customer\u2019s shoes and describe the problem in vivid detail, so they recognize it clearly and feel like you\u2019re speaking directly to them. Your prospective customer will know this issue so specifically that they\u2019ll immediately become engaged. They just have to know what the solution is!<\/p>\n\n\n\n<p><strong>The plot of your story is your customer\u2019s journey from frustration with the problem to wisely discovering your solution.<\/strong> The resolution is the descriptive explanation of their new reality with the frustrating conflict out of the way.<\/p>\n\n\n\n<p>To carry the plot, all brands naturally have three PR storytelling timelines they can work from: its history (the founder\u2019s story, the product discovery), its current situation (a new launch, partnership, or company announcement), and its future (the mission, the goal, the next steps).<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/JRSLqCoh9W0Tc6-AiV1tXwvitiPvNOrOyyrjahryxs6XOh16D3Q1H_golSH8KgkcdZz6TqHSA_31jwShKT4a9iwXE2ka4mmJhvDgoA-XTLpvzdLoXb3IrZsE_zm9bw\" alt=\"\"\/><figcaption class=\"wp-element-caption\"><em><a rel=\"noreferrer noopener\" href=\"https:\/\/www.hubspot.com\/our-story\" target=\"_blank\"><span class=\"has-inline-color has-cyan-bluish-gray-color\">PR storytelling example by HubSpot<\/span><\/a><\/em><\/figcaption><\/figure>\n\n\n\n<p>Just remember that <strong>your brand story needs to be unique, so create it with a close eye on your competitors\u2019 brand stories<\/strong>. If you get them too close, you\u2019re not standing out from the crowd of options.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"get\"><br><strong>Get emotional and real<\/strong><\/h3>\n\n\n\n<p>Emotions are what connect people to other people, places, and things.<\/p>\n\n\n\n<p>Whether developing content for customers or the media, <strong>focus on how you can reach them on an emotional level.<\/strong> Deliver excitement, anticipation, and curiosity to prospective customers and journalists. Deliver consensus, pride, and loyalty to current customers to continually build their brand trust.<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/43kGJcWZ9KlS9XGKuPZq83P3laHmyK2nr4ADD7xb1wuOB5sRJVdFQY1q303_UFptm-DLW-knxIeL2GtI5lab8G0uNIrK779p3DgsmXvi82fqILBwB36oufWj-BRC7Q\" alt=\"\"\/><figcaption class=\"wp-element-caption\"><a rel=\"noreferrer noopener\" href=\"https:\/\/www.airbnb.com\/community-stories\" target=\"_blank\"><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">PR storytelling example by Airbnb<\/span><\/em><\/a><span class=\"has-inline-color has-cyan-bluish-gray-color\">&nbsp;<\/span><\/figcaption><\/figure>\n\n\n\n<p>A successful brand with a strong story also welcomes people into its community with its product or service. <strong>Bring real people into the story to give it life<\/strong>. Introduce your brand founders and employees. Feature them on your website and social media platforms with photos and quotes. For PR storytelling directed at the media, craft and <a href=\"https:\/\/prowly.com\/magazine\/how-to-pitch-a-story\/\" target=\"_blank\" rel=\"noreferrer noopener\">pitch stories<\/a> about these employees.&nbsp;<\/p>\n\n\n\n<p>Many customers also want to know that companies are socially responsible and share their values. If your company has commitments to charity, employee wellness, and DEI initiatives, share this part of your brand too.<\/p>\n\n\n\n<p><strong>Here are some PR storytelling examples that can connect on an emotional level:<\/strong><\/p>\n\n\n\n<p><strong>1\ufe0f\u20e3 Highlight lifestyle improvements<\/strong>. Instead of focusing on the features of your product (\u201cFrom the freezer to the table in 30 minutes\u201d), focus on how it will affect the customer\u2019s life (\u201cUnwind with a glass of wine and your favorite TV show while dinner makes itself.\u201d).<\/p>\n\n\n\n<p><strong>2\ufe0f\u20e3 Make it human<\/strong>. Your press releases, website, <a href=\"https:\/\/prowly.com\/magazine\/best-pr-newsletters\/\">newsletters<\/a>, and social media captions shouldn\u2019t read like product manuals. They should have an interesting human voice that speaks to the reader like an old friend.<\/p>\n\n\n\n<p><strong>3\ufe0f\u20e3 Create suspense<\/strong>. Tease a launch or announcement by revealing it in 2 or 3 parts. Share the date that the final piece of news will be revealed.<\/p>\n\n\n\n<p><strong>4\ufe0f\u20e3 Be open and honest<\/strong>. If getting the product right took years and 5 failed tries, don\u2019t hide it! People enjoy a tale of persistence that ultimately leads to success. Tell the true story, and you have a better chance of connecting.<\/p>\n\n\n\n<p><strong>Finally, don\u2019t forget that your existing customers are part of the story too.<\/strong> Their voices are extremely powerful in building trust and authority with prospective customers, so include their testimonials whenever possible.<\/p>\n\n\n\n<p>And if you're looking for more <a href=\"https:\/\/prowly.com\/magazine\/brand-story-examples\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/brand-story-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">brand story examples, here's a whole article<\/a> full of tips and templates.<br><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2022\/03\/PR-Storytelling-Example-Prowly-1024x433.png\" alt=\"PR Storytelling Example - Prowly\" class=\"wp-image-18576\"\/><figcaption class=\"wp-element-caption\"><em><a href=\"https:\/\/prowly.com\/testimonials\/asus\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/testimonials\/asus\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"has-inline-color has-cyan-bluish-gray-color\">PR storytelling example by Prowly<\/span><\/a><\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"tell\"><br><strong>Tell the story across all marketing<\/strong><\/h3>\n\n\n\n<p><strong>Now that your brand story is written, it\u2019s time to share it across all of your marketing efforts.<\/strong><\/p>\n\n\n\n<p>Tell your story to your customers and prospective customers across all channels and in varying mediums:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In written blog posts on your website and email newsletters.<\/li>\n\n\n\n<li>In compelling photos on Instagram and Facebook.<\/li>\n\n\n\n<li>In video tutorials on YouTube.<\/li>\n\n\n\n<li>In humorous video clips on TikTok.<\/li>\n\n\n\n<li>In motivational posts on LinkedIn.<\/li>\n<\/ul>\n\n\n\n<p>Don\u2019t worry about all of these channels; you can pick 2-3 to start. Look for the places your prospective customers are most likely to be.<\/p>\n\n\n\n<p>Tell your story to the media through creative <a href=\"https:\/\/prowly.com\/magazine\/media-pitch\/\">email pitches<\/a>, compelling <a href=\"https:\/\/prowly.com\/magazine\/press-release-examples\/\">press releases<\/a>, and photoshoot collections. <strong>Use automated PR software like Prowly to created visually-stunning online, interactive, and media-rich PR content that communicates your brand story effortlessly.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/08\/Prowly-PR-Software-Press-Release-Creator-1024x536.png\" alt=\"Prowly PR Software - Press Release Creator\" class=\"wp-image-16785\"\/><\/figure>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">TRY PROWLY FOR FREE<\/a><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"share\"><br><strong>Share the brand story internally&nbsp;<\/strong><\/h3>\n\n\n\n<p>It\u2019s not enough for a <a href=\"https:\/\/prowly.com\/magazine\/5-tips-for-building-a-bulletproof-pr-team\/\">PR team<\/a> to share the brand story to the media; it needs to run through every aspect of the business, from employees communications to customer support to the sales team.<\/p>\n\n\n\n<p>Marketing teams continually deliver brand messages through multiple platforms and channels, and <strong>every message needs to reflect the brand story correctly<\/strong>. Work closely together to find common phrases and images that will easily connect-the-dots for customers.&nbsp;<\/p>\n\n\n\n<p class=\"sideline\">For example, using the same models in photos for email newsletters, social media captions, and the website results in a cohesive and unifying story <em>wherever<\/em> the customer encounters your brand.<\/p>\n\n\n\n<p>This may seem like basic knowledge, but it\u2019s surprising how many brands fail to connect their marketing strategies across platforms and instead deliver a disjointed customer experience. <strong>Focus on this one point, and you\u2019ll already be way ahead of many brands.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"time-to-get-started\"><br><strong>Time to get started<\/strong><\/h2>\n\n\n\n<p>There is a secondary added benefit to creating and sharing a brand story through compelling PR storytelling: team retention. <strong>People want to work for companies that are exciting, values-led, and on a clear mission. <\/strong>When your team is excited about the brand message, they\u2019ll want to stay on board and spread the word.<\/p>\n\n\n\n<p>With so much value to add with a clear brand story using excellent PR storytelling, it\u2019s time to get started!<\/p>\n\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"1436cdb1-edca-431c-bbc8-9b5395eaf9bb\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792156936000-5031473476\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792156936000-5031473476\"><\/div>\n\n\n\n<p><br><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Cover photo by Daniel Schludi<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Who doesn\u2019t love a good story? We\u2019re instinctively drawn to them from an early age. No wonder storytelling creates a thoughtful thread that takes big, complex ideas and simplifies them into an easy narrative. PR storytelling follows this same pattern of connection. When you\u2019re engaged in a story, you\u2019re invested in learning what comes next. [&hellip;]<\/p>\n","protected":false},"author":291,"featured_media":15840,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[352],"tags":[],"class_list":["post-18571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-strategy-and-planning"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From Narrative to Story: How to Do PR Storytelling<\/title>\n<meta name=\"description\" content=\"If you haven\u2019t made the commitment yet, now\u2019s the time to take full control of your brand story. Focused PR storytelling will get you there! 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