Public Relations and the Rebirth of Storytelling
Guest post by Davina Brewer
As a PR pro, one of the things I’ve liked best about this social media movement is the rebirth or revival of storytelling.
- Banishment of the Business Barf
- Down with buzzwords, no more word vomit
- UnSucking of the corporate babble.
Back to basics, we’re trying to tell real, human stories again.
Who
It’s not all about you.
It’s about your customers or vendors, your clients and employees too; their stories and how your product or service helps them.
What
It’s the product or service.
Is it?
There are times I think, following Apple and Disney, it’s like they’re putting on a marketing clinic. They don’t sell technology or theme park rides. They sell lifestyle, experiences, memories. With the economy in the crapper.
When
It’s about the now, and the future and what’s got you there from when.
Where
Is it local? Is it global?
Are you the pool expert getting calls from four states over because of your kickass content?
The difference makers
How
Anyone can make a gadget. Apple’s always been known for the design and the “how” they make things.
I for one also want to see Apple design a watch or food processor or a washer and dryer that’ll put my laundry away for me, just to see what they hell they’d do.
Anyone can get their gadget on store shares.
Apple builds their own stores, with support and service that are all a part of that brand story and to quote Danny Brown, the genius bars are well… genius.
Why
What is it about you that makes you better? Others will have a better mousetrap, lower prices and/or better service.
Why are you so damned special?
My local Six Flags may be cheaper, even offer coupon deals but there is really no comparison to the Disneyworld experience. Employees are cast members, customers are guests, and it’s just more than a theme park.
They put it all together and then some. Why?
It’s part of the Disney brand DNA to exceed expectations. That’s why millions make the trip to Florida (and California) every year. It’s how Disney made the world’s largest people-trap designed by a mouse.
X factors
- Stats: If you have the surveys, interesting data, use them
- Infographics: AKA chart porn, sometimes the easiest and sharpest way to share a lot of info
- Pictures: Nice, professional, eye catching pictures. I’ll search for images that really tell or illustrate my point, along with being snarky and funny as hell
The best storytelling tip I’ve ever heard was Dr. Hardy, LSU Honors College: “Warm up on your own time.”
What’s yours?
When not playing the lottery or yelling at the fake people on her crappy TV shows, Davina K. Brewer is some sort of PR, Marketing, Social Media person who makes hats or something. She also tweets, blogs, drinks wine and makes up wacky acronyms JFTHOI.
Hey D, nice lid; so, we get to see one of the hats?
Oh yeah, what were you talking about? Storytelling is an art and if you can do it effectively it's as effective as an artist painting a picture.
You are also correct in it is not the 'what' that sells, but the when you uncover somebody's 'why' then you will have it figured it out.
Good to see you at Shonali's house; maybe she will cook up some gumbo for you........:)
bdorman264 Well Shonali does cook, be cool to see what she can do w/ a gumbo. The WHY has been on my mind lately, the motivation which one of those variables so often missing from case studies and measurement tracking of goals and metrics. We like what we like, will pay what we will pay.. nail down that why, and you're right.. that's when you're cooking with gas.
3HatsComm bdorman264 Gumbo, eh. Now it's ON.
Shonali 3HatsComm With curry of course...........:)
bdorman264 3HatsComm What would we call it.. crumbo?
Shonali 3HatsComm I like it; I think we are on to something.....
OK, I finally got one of your freakin' texting words. Just For the Hell of It -- there I gave it away for others as non-texting savvy as I (I could've added a slang term there to describe myself but didn't).
Good yob on this post; love to see your Disney experience shining through and all in the interest of storytelling, too! Some will say storytelling is marketing; nope. PR needs those stories more, but in a slightly different vein. We need those stories to cut through the clutter of everyone else's content and those stories need to be genuine, authentic.
Soulati | PR I remember your WDW post Jayme. You hardly wrote about rides or hotels IIRC. It was the experience, the overall impression of things and how it made you feel, how it made you have fun and want to go back. And of course, how even SMBs could learn from a company like that. Thanks for the translation, may have to give you a decoder ring someday. ;-)
Spot on post, Davina! There's a lot to be said about the value of storytelling in communications, but too often, strategy and stuffy corporate language overpowers the simplicity of it. I might add to your tips that there has to be something genuine behind it all. People won't want to listen to your story if they don't believe you are being honest.
Krista So glad you mentioned genuine, honest stories... hard to fake that which is why I think people like them. IMO people read stories, they listen to tales and anecdotes they relate to; hard to relate to vagued up numbers, strategic bullet-point babble and stuffy corporatese. Great tip to keep it genuine, think past the marketing and just tell a simple story. FWIW.
3HatsComm Krista Oh, woah; I promise I didn't look at what Krista wrote.
Soulati | PR Krista Heh .. you totally busted yourself. ;-)
Soulati | PR 3HatsComm Goes to show that great minds think alike :)
Krista Tell a story; paint a picture..........
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