I recently, I asked a client if they had a customer who had benefitted from using their service. They sure did. But, they wanted to know what that had to do with garnering press coverage.
Thus, I am inspired to write this post and I’ll shoot a question right back: how often do you read an earned media article solely about product benefits? Doesn’t that sound like an ad?
A good way to get into the storytelling mindset is to think about the way you consume information. Are you more likely to click on a story that sounds interesting, or trust a story that is not paid for?
If you don’t know, here’s some data: 92% of consumers say they trust earned media.
This is why storytelling is the not-so-secret sauce of PR. It stirs emotions and adds texture. It’s the art of captivating your audience (and the earned media) with relatable narratives that help forge emotional connections.
How to craft a PR-worthy story:
HUMANIZE YOUR BRAND: Tell your story through the lens of a person, or the people impacted by a problem you are fixing.
BUILD CREDIBILITY: Keep it real, transparent, and relatable. Authenticity is not just a buzzword in PR – it’s a real thing that wins trust and loyalty.
LEVEL UP WITH VISUALS: Your storytelling starts with words. Compelling visuals bring it home. Just like the words, images, videos, and interactive content must tell a story too.
Also, spring a few dollars for professional assets. If you can’t, then at the very least use non-stock-looking stock images.
BE CONSISTENT: Tell your story consistently across different PR platforms and your owned channels. Be it a press release or pitch, social media post, or an interview – ensure your story’s coherence reflects the core of your brand.
MEASURE YOUR IMPACT: PR is fluid, and conversations evolve. And to be successful you need to keep on finding ways to insert yourself into them. But be sure to measure the impact: earned media impressions or press coverage, engagement rates, website traffic, and social media shares are good places to start.
PROTECT YOUR REPUTATION: During a crisis, or when credibility is called into question, storytelling can be the superhero with positive media coverage, the cape. Together, build and earn trust over the long term and can help protect your brand’s reputation.
