05 May Story-telling and lessons for us all
Speaking on a PRIA panel last night with some folks from the industry about creative story-telling, I was reminded why we as PR people are so well placed to help brands navigate the world of story-telling. Here’s why:
Our role is to help brands understand the wider context in which they operate so they can land messages with audiences and un-earth opportunities to join conversations they’re currently not a part of. Sharing our insight about the political, economic and social context isn’t just useful for business decision-makers it’s essential intel for informing marketing decisions.
Our job as consultants is to provide sound counsel and advice when brands tell us about a story they want to share. Instead of simply responding to briefs, our first response should sometimes be: “let’s talk about what you’re going to do before we figure out what you want to say”.
The power of human stories came up a few times during our discussion. That shouldn’t be a great surprise given stories about people are often the most compelling ones. In our work there’s always an opportunity to find human stories to support our story-telling. We’ve just got to set aside enough time and energy to find those stories.
We spoke a lot during the panel about organisations needing to be authentic when they communicate stories. For example, a brand might want to talk about diversity in a public forum but if it hasn’t sorted diversity in its own organisations it’s probably not a great time to start sharing that story.
We also spoke a lot about brand purpose and why getting clear on your brand purpose is so important in story-telling. In many ways it provides a filter for story-telling and a framework for making decisions and defending them publicly when needed.
– Stu Wragg