The Power of PR Storytelling
I love a good story. Who doesn’t? Human beings are natural born storytellers and PR is all about storytelling.
In fact, we’ve been telling stories as a way to connect, entertain and pass on information since the beginning of time. But stories aren’t just for bedtime. They have a firm place in business too. And this is where PR storytelling comes in.
What is PR storytelling?
Every business has a story to tell. And it’s my job, as an experienced PR professional, to uncover those stories that will engage your audience. From the unique way your business was launched, to the way your revolutionary product or service was invented, or the exemplary way in which your business serves the local community.
The importance of good storytelling in PR
PR storytelling is all about attracting the attention of the media by telling your story in an engaging and thought-provoking way.
It’s a powerful tool for marketers to communicate information, influence opinions, and build trust. And here are my three reasons why:
1. PR storytelling lights up the brain
As science has proven, facts and sales figures aren’t the only way to earn interest from the media. As this article by The New York Times explains, stories light up parts of the brain that statistics fail to stir.
When we consume uninteresting information, like a presentation packed with charts and graphs, a certain part of our brain called the Wernicke’s area is activated to translate the information into meaning. But when we hear a story, lots of areas of the brain light up, including the parts we would use if we were experiencing the events in the story ourselves. It can cause us to develop thoughts, opinions and ideas that align with the person telling the story.
This makes PR storytelling an incredibly powerful tool for marketers.
2. PR Storytelling humanises a brand
Unfortunately, a lot of brands focus on selling product features rather than brand stories and miss out on the opportunity to make authentic connections with customers and the media.
But it’s a well-known fact that people buy into people, not products. By sharing stories about your business and the people behind the scenes, it gives your brand personality, making it easier for people to know who you are, to understand your values and to trust you.
3. PR Storytelling gives you a competitive edge
Brands that excel at PR storytelling stand out from the competition. Take Apple and John Lewis for example. There are plenty of tech brands and department stores out there. But these two brands have cornered the market in their respective niches. Why? Because they have invested in PR storytelling to differentiate themselves.
As a result, every time Apple launches a new product, or John Lewis launches one of their highly anticipated Christmas ads, they send the public and media into a frenzy.
These are just three of the many benefits of harnessing the power of storytelling in PR. Now let’s look at some handy PR storytelling tips.
Storytelling tips
Here are my five top PR storytelling tips to help you stand out.
Be authentic
PR storytelling tip number one is to be authentic. Today’s consumers can spot brands that are inauthentic a mile off, and it turns them off. Instead, use stories about real people that have actually used your product or service, or stories about the humble origins of your brand. When a brand story is honest, it’s more believable and easier to connect with.
Take baby food brand Ella’s Kitchen. The founder, Paul Lindley, crafted the entire brand on the authentic story around his personal experience of trying to get his daughter to eat healthily. He had a vision to create a world for kids filled with fun and experimentation. It works as it’s an inspiring story, based on his personal experience. And it taps into the emotions of parents across the world.
Bring your story to life
Lived experiences can take your story to the next level. So, if you’re telling a story about being adventurous, you should be engaging with customers and the media in a way that shows them you are.
Think about Red Bull. The brand image is one of adventure, extreme sports, and freedom. And its PR and marketing campaigns encourage people to live the Red Bull brand lifestyle. From its World of Red Bull commercial series to Felix Baumgartner’s 128,100-foot space jump, the brand involves the audience in the experience, which drives emotional connections and reinforces the message.
Don’t just say it, prove it
It’s one thing to say you have a great company, product, idea or cause, but it’s another to demonstrate why that’s true. When crafting your story, be sure to have data to back it up. Use statistics, research findings, surveys, testimonials, or other data to provide depth to your story, verify your claims and demonstrate how your product fills a need.
Don’t forget the news
For the most part, your story will only be of interest to a journalist if you can tie it to news that’s relevant to readers or viewers. Working current events into your brand story is guaranteed to make it more newsworthy.
Use a variety of platforms
For the most effective storytelling, use a variety of platforms and present the content in multiple ways. You can promote your stories across social media, your website, blogs and more. Using a mixture of video, audio, images and text will provide the most dynamic user experience and encourage interactivity from your audience.
Five examples of storytelling PR campaigns
Brands that excel at PR storytelling stand out from the competition. These are just a few of my favourite storytelling campaigns from over the years.
Ben and Jerry’s Ice Cream
Launched by friends Jerry Greenfield and Ben Cohen in 1978, Ben and Jerry’s ice cream has grown to be one of the world’s most recognisable brands.
Although a premium ice cream, Greenfield and Cohen have created a brand story based on homespun wholesomeness and caring for the planet and their communities. And they’re vocal and visible about the movements they support too, including LGBTQ+ rights, Fairtrade and climate justice.
With storytelling very much centred around the founders, a campaign from last year included the duo setting up an ice cream truck and working with political action group MoveOn to support Kamala Harris in the US election. There was even the chance to win a limited edition ice cream called Kamala’s Coconut Jubilee.
Nearly 50 years after opening their first store, Ben and Jerry’s is still going strong thanks to their authentic, honest and consistent storytelling.
John Lewis
The much-loved high street store has been perfecting the art of PR storytelling for nearly 20 years. Renowned for its heart-warming Christmas PR campaigns, the brand pulls at the heartstrings and tells its stories through music and emotion. Who can forget the little boy in The Long Wait from 2011?
Unlike other Christmas ads that focus on the products in store, the John Lewis ads tell a story around finding, buying and giving the perfect gift for someone you love. It’s a simple message that everyone can relate to. In fact, the ads are so powerful that every year, numerous newspaper articles are written speculating what the new Christmas TV ad may bring.
Burt’s Bees
Burt’s Bees is a skin and body care brand that sells a range of natural products made of beeswax.
Masters of PR storytelling, they market themselves as an environmentally conscious brand that promotes living simply, naturally, and responsibly.
A large component of their storytelling focuses on company founder, Burt Shavitz, and how his philosophies on life and his nomadic lifestyle influence the products they make. Through a series of quirky videos, we get to know the man behind the brand. For example, this feature length documentary sees Burt talk about his simple, holistic lifestyle, his passion for beekeeping, and how he turned his passion into a thriving business. The brand has also created a series of videos titled ‘Burtisms’, which feature fun musings and pearls of wisdom from the former beekeeper.
This is clever PR storytelling, as putting a name and face to a brand creates familiarity and trust. At a time when transparency means everything, the honest and open way in which the brand tells its stories helps it to create a genuine connection with the people who buy its products.
Disney
Entertainment brand Disney is no stranger to PR storytelling, and this adorable advert for Disneyland Paris from 2019 is a perfect example.
The heart-warming story centres around a cute duckling, who finds a Donald Duck comic book and becomes obsessed with the iconic fluffy character. However, bad weather sets in, and the duckling and his family have to flee, leaving his beloved comic book behind. The next morning, the sun reappears, and the duck family arrive at Disneyland Paris, where the duckling is greeted by the real Donald Duck. The moment when the duckling comes beak-to-beak with his idol is magical.
Through this moving display of anthropomorphism, Disney captures the magic and excitement that children feel for Disneyland.
Apple
Technology brand Apple has PR storytelling down to a fine art.
The late co-founder, Steve Jobs was arguably the world’s greatest business storyteller. He transformed every product launch and keynote speech into a theatrical production, complete with sets, props, and music. His stories worked people into a frenzy, to the point where fans would camp overnight to get their hands on the latest product, and journalists would work through the night to be the first to publish a review.
As well as their awesome product launches, Apple uses PR storytelling to great effect in their marketing campaigns. Take ‘Détour’ for example. The charming, 11-minute film by Oscar-winning director Michel Gondry follows the adventures of a child’s tricycle that becomes separated from its young owner.
The campaign stands out for two reasons: the heart-warming story is beautifully crafted and engaging to watch. It also perfectly demonstrates the many features of the iPhone, such as underwater filming, time-lapse and slow motion.
If you can tell a brilliant story while showing off the unique benefits of your product or service, you’re on to a winner.
PR Storytelling: The End
Everyone loves a good story, because our brains are programmed to. If you tell yours effectively, it’ll pay dividends. Great PR storytelling can create brand fans, generate media coverage and ultimately, improve your bottom line.
