As a PR professional it is your job to ensure that your client’s key messages and attributes are well communicated, in order to strengthen the credibility of their brand. Communicating in a way that resonates is therefore essential in guaranteeing success and building awareness. This requires PRs to create stories that are powerful and impactful. No matter how old your customer is, the thrill of having a story told to them will summon the same excitement we all had as children during story time. Think of this as your opportunity to have your audience gathered at your feet mesmerized by the tale you are about to tell. Here are our tips on producing successful stories that capture audiences.
- Evoke emotion
In storytelling the most powerful vehicle that you can use is personalisation. Using personal stories amplifies the message you are trying to convey. When ideas are attached to people as opposed to abstract entities or concepts there is a greater chance of emotional connection. People are constantly making decisions based on how they feel. Understanding this will allow you to create stories that people FEEL.
Integrating visual tools can maximize your story. Videos, pictures and animations are all visual tools that can give you the edge when engaging with customers. Catch their eye and use this segue to communicate with them.
- Make it shareable
Use platforms which allow for easy sharing. In our digital age using social media allows for easier sharing than placing your story on a billboard. If you do choose more traditional forms of advertising, create call to actions to inspire people to share the message. For example placing a hashtag on a billboard is a subtle way of instructing the viewer to share on Twitter.
- Quality is key
A story which is consistent, timely and relevant will have more impact than one which is simply regurgitated over and over again in the hopes of gaining traction. Don’t spam your audience, instead focus on creating a quality story which customers enjoy. Quality content is more likely to be discussed and appreciated on a peer-to-peer basis. Simply repeating a story will ensure that it is seen but may also annoy its intended target group.
- Be authentic
Consumers have become much savvier and are able to spot brands which are not being genuine and authentic. Using stories of people who have actually used the product or service, promoting the geographic origins of a brand or highlighting its history, are a few ways to improve the perception of your brand story and champion honesty. When a brand story is honest it is believable and easier to connect with.