May 07, 2014

Why Storytelling Matters for PR

There’s a lot of talk about storytelling today amongst communicators, and for good reason.   In our frenetic, always-on, socially-connected, information fueled environments, information is continually washing over us.  A few things stick, and those are generally stories.

The key to a good story is found in the audience’s ability to relate strongly to something in the story, which naturally builds affinity.  And affinity is important to brands.

A good narrative can also spur the audience to act.  The best social media campaigns are all underpinned with strong stories.

Developing the ability to weave storytelling into unexpected places – such as press releases or executive profiles, for example – can have myriad effects.  Stories can help journalists understand the impact of announcement, and drive news coverage.  A compelling story can inspire prospective customers to act, and engage more deeply with a brand.

Stories are more than flash-in-the-pan campaign tactics.  They build pulling power over time, which means different KPIs should be employed to measure their effects.   Traffic to the web site over time, message virality and the quality of the leads generated over time are all measures that communicators can use to gauge the impact of the stories their brands tell, providing more opportunity to connect PR to top line revenue results.

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the new white paper, “New Agency Benchmarks for Demonstrating Value to Clients,” and the ebook Driving Content Discovery. Follow her on Twitter at @sarahskerik.

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