‘We need to think more creatively’ is one of those phrases that’s banded around a lot but when it comes to actually defining creativity it’s rare to reach a consensus. For some it’s about the big, bold and brave new idea. For others it’s an intelligent twist on something that already exists.
Whatever your view, there’s little doubt we can all be a little more creative day-to-day. That’s why in our recent company catch-up we discussed the idea that as PR people we’re ‘corporate story-tellers.’ A ‘corporate story teller’, we agreed, is someone that tells stories on behalf of the organisations they represent. That story can be told verbally, on paper, via social media, or through engagement with the media – it doesn’t really matter.
Of course, you could say that anyone working in an organisation is a ‘corporate storyteller’ and to some extent that’s true. But as we know, not everyone is good at telling stories. In our session we discussed why that was and identified what we felt to be the most important elements of a good story:
- The hook – This is crucial – it’s the element that grabs the attention of the reader or listener and to be successful must capture their attention quickly.
- Characters – No good story is without interesting characters. Good stories are peppered with varied, interesting and believable characters.
- Sub-plot – Few stories are simple affairs which is why a good sub-plot is also required. This is the thread that links closely with the main story being told and helps sustain interest.
- Conflict – A story wouldn’t be a story without a bit of conflict. Conflict is the drama in a story – the bit that makes you question how the story will finish and what will happen next.
- ‘The end’ – Of course, all stories need an end but this doesn’t have be a happy ending or even tie up every loose end. In many cases the more the story leaves the reader/listener wanting more the better.
This may all sound a little theoretical but when you think about it, story telling has relevance to almost every aspect of PR. Whether it’s pitching news, writing opinion articles or tracking issues relevant to clients, knowing what makes a good story is really important. It helps us predict how issues will play out in the media, better advise how brands should engage with stakeholders and articulate to clients what’s most interesting to the media.
The importance of storytelling is particularly relevant too given the rising popularity of social media. As the number of people engaging and connecting with brands online rises so too does demand for interaction. Organisations today can’t just tell stories and leave it and that. They need to be prepared for feedback and respond to that feedback as their story evolves over time and is played out online.
Adapting to this change requires new ways of communicating and engaging but the fundamentals remain the same. People like interesting stories. The role for us as communications consultants is guiding organisations through this change and identifying the best ways for their stories to be told.
Here’s a creative example of how stories can be told. If you’ve found other examples let us know.
