The importance of PR storytelling
Written by: Karoo Meyer
Everyone loves a good story. Whether it makes you laugh, smile or even twist that crank that makes you want to internally explode. We can’t help but want to hear more. While a story is often viewed as an enjoyable pastime, or just an exciting way to express a scenario you encountered, it also plays a major role in business and communication𑁋specifically public relations.
Human beings naturally want to tell stories. We have been practicing and executing this art since the beginning of time. It is the fundamental way to communicate and connect with those around us. Therefore, it is only organic, that to sell and promote a product or service, simply attach a compelling story to it.
Every business, no matter who they are, has a story to tell. PR storytelling is a vital skill that is essential in connecting that company’s product and their target audience. The importance of good storytelling helps build trust, influence opinion and communicate and convey information.
Most people think that in order to sell a product, it is entirely based on statistics, sales figures and numbers. However, this is not always the case. To win over the media and sell that exciting product, you simply just have to attach an attractive story to it that sounds important, and worth investing in. A good story will turn heads, while numbers will turn heads away.
PR storytelling also helps humanize a brand and create its competitive edge. It helps separate you from a similar product and make you stand out by being perceived as relatable. Telling your target audience who you are humanizes that product and builds trust. Businesses that share their story and highlight the people behind the scenes are far more likely to attract an audience and stand out. It has been said, “people buy into people, not products.” At the end of the day, a product with a gripping story will have a far easier time selling compared to one that does not.
PR storytelling is a beneficial way to create a brand voice and captivate a target audience. Public relations is all about executing that unique voice that will gain attention in the media and have consumers wanting to find out more. So, get creative and tell a good story! In doing so, that product will fly off the shelves, and create a story of its own.
