The Art Of Storytelling: Advanced Narratives For Brand Impact
Public relations encapsulates the art of storytelling. It requires understanding how information flows through channels and the expertise to utilize them to share your narrative effectively. It’s all about controlling the narrative and telling your side of the story in whatever way feels most authentic to your brand.
Storytelling in public relations is crucial because it allows you to direct how the public and the media perceive your brand. By proactively managing your brand’s reputation, you can ensure that the public narrative aligns with your brand values, goals, and objectives.
Why Should You Master The Art Of Storytelling?
Honing the art of storytelling allows you to effectively build and maintain a positive reputation, mitigate negative publicity, and influence public opinion in your favor, which is especially crucial in times of crisis.
In today’s fast-paced digital age, where information spreads rapidly through various channels, controlling the narrative becomes even more critical. In fact, according to Forbes, the third position on an online platform typically receives 11.4% of keyword traffic, whereas the fifth position receives 6.1%. That’s almost double the amount of engagement with only a slight difference in position. This fact is a good allegory for the importance of getting your narrative out first and on top, and it can make a big difference in brand sentiment.
By taking control of the narrative, you can highlight your strengths and address any challenges transparently. This proactive approach builds trust and credibility and enables you to navigate crises more effectively, safeguarding your brand’s reputation in the long run.
You must actively manage your brand’s narrative to avoid letting others define it for you, which can lead to misconceptions, misinformation, or reputational damage. In times of crisis, respond early, show empathy, and be available to the media for comments. Make it known your brand is engaged in clearing up the situation; demonstrating you care is the first step to softening the situation. Have a plan, and don’t waste time amid a crisis. The art of storytelling is doing your part in positioning your brand in a positive light and minimizing the negative impact of bad press when needed. Here are a few advanced techniques.
1. Employ Multiple Channels
Effective brand storytelling incorporates multiple channels to tell different parts of the story. Multimedia storytelling parses out every ounce of content on varying platforms to tell audience-specific stories. For example, include a behind-the-scenes video on Instagram to promote a more produced video on YouTube. Splice that video from YouTube into a handful of key moments to post on TikTok. Have a brand representative discuss that video as a featured guest on a podcast. Delivering your narrative through various channels offers a greater opportunity to tell your story to all your audiences in a way that resonates with them.
2. Utilize Owned Channels
“Utilizing owned media channels offers several advantages when aiming to control the narrative in public relations,” said Emily Reynolds-Bergh, Founder of R Public Relations. “First, you have complete control over the content and messaging, allowing you to tailor it precisely to align with your brand’s or client’s objectives and values. Unlike earned or shared media, where external factors can influence how your message is presented and perceived, owned media provides a platform where you can dictate the narrative without interference.”
Also, Reynolds-Bergh notes that owned media channels offer direct access to your audience, enabling you to engage with them on your terms. You can disseminate your message directly to your target audience through your website content, blogs, or email newsletters without relying on intermediaries or algorithms that control who sees your content. You can leverage data analytics to track engagement metrics, gather insights, and refine your approach over time, ensuring your narrative remains relevant and resonant with your audience.
3. Focus On Video Content
Producing video content is the best way to tell complex stories. Research strongly supports that consumers retain more of a message through video than text. Plus, 51% of people are likelier to share videos than any other type of content, including images and memes (Nature Research Partnerships). Visual and auditory elements enhance storytelling and cater to a larger audience of preferences and learning styles.
Besides garnering a higher click rate, videos can portray a narrative better than other mediums. They can trigger a more significant emotional response and resonate more personally with consumers. On top of all that, videos effectively build empathy when handling crises. Asking a CEO or celebrity to speak directly to particular issues can deeply resonate with consumers.
Said Reynolds-Bergh, “I always recommend my clients explore using video content in their proactive media campaigns. A well-crafted script paired with eye-catching visuals really sticks with audiences, not to mention is a great way to present a brand’s visual look and feel outside of traditional branding.”
Mastering the art of storytelling is no easy task, but the three advanced techniques mentioned above will help your story stand out from the crowd and stay in consumers’ minds.
