Thinking Backwards: PR Storytelling versus Theory-based
New research out in the PR space seems to favor the use of theory-based PR relations techniques. But by thinking inversely, like a person using a search engine’s reverse phone number lookup to stop businesses from doing solicitations, people can build great stories to capture any audience and build better brand recognition.
Catherine Sweet is one that disagrees with those perpetuating the theory-based PR. She says that “my teaching has made me realize the power of ‘story telling’ as being the best form of PR and communication there is. As humans, we are hardwired to listen and learn; it’s how we acquire language in the first place.” To her, storytelling is a much more effective communication technique for PR, and gives those in PR some creative expression to think directly or indirectly.
Whether good PR using storytelling helps promote a product, business, brand, person, cure, or country, it has to take inconsideration different aspects of building a story: structure, them, plot, characters, perspective, and overall message conveyed. PR storytelling is all about listening more and talking less, informing less and entertaining more to an audience ready to here a good story.
The top four points you need to consider when using storytelling versus theory-based PR techniques to build brand recognition or company appeal include:
1. Think about how media has changed over time
When the internet was first circulating, people trusted the web much like their local news—to inform and educate. In today’s time, for the majority of people using the web, they turn to internet to entertain them more than to inform or educate. The more tech-reliant a person is the more storytelling PR will capture them. This is the time to think of all the components of good story telling like setting, plot, conflict, climax, dialogue, and theme.
2. Try to add drama to the story
Journalists, bloggers, and writers cannot succeed unless they use storytelling and PR professionals need to think that way. Dramatic content always appeals to individuals and businesses more than purely informative. The best way establish dramatic content in PR storytelling is to compare contrast time and/or technology. By this, I mean to create as much distance between two time periods or when something new was created, which makes any brand, company, etc. seem that much more innovative and progressive.
3. The Human Brain Craves stories
Children and adults alike are conditioned from a young age to become dependent on stories. Stories are how people inform their lives, build memory about situations, and store knowledge for later use. PR professionals must realize that people use stories to interpret events and make sense out of anything their looking to consume and/or purchase. A good story creates a sign to buy.
4. Use storytelling to create personality
By having fun with different ways of thinking, inverse or traditional and direct or indirect, good PR storytelling needs has eliminated unnecessary jargon, lingo, or traditional terminology from the matrix of the particular business or brand.
PR professionals should turn to storytelling or theory-based techniques to make a brand and/or business grow and sustain a positive image (creative indirect thinking works better).
About the author
Susan Daniels is an internet marketer for 43a.com. In her spare times she likes to write guest posts for marketing related blogs.
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