Storytelling. Creative writing instructor and creator of the Story Seminar Robert McKee says, “Storytelling is the most powerful way to put ideas into the world.” In many of your responses to recent posts, capturing emotion by telling stories—through words or images—is a common theme. We often hear storytelling is important, that stories carry more weight and help individuals better connect to brands, organizations, and even products. So how do we approach storytelling in public relations?
Public relations is about informing the public, and yes, you’ve heard me reinforce the message of getting to the point quickly and making facts clear. That provides the foundation for learning how to write a strong news release. Now, how do we build on that knowledge to take writing for public relations to the next level? How do we tell stories on behalf of our organizations and clients? In anticipation of this week’s guest speaker who will discuss amplifying our releases and stories online, I wanted to share the following example, or “story,” if you will forgive the repetition. But first, take a moment to consider what comes to mind when you think of the Starbucks brand? What images and words do you connect with what Starbucks is about and why?
Now, read this article: “Why a Washington Post Editor Left to Work with Starbucks” Does this resonate with the existing story and brand of Starbucks? Why or why not? How does this approach to storytelling further amplify their mission and brand? Can you think of any other organizations or brands doing something similar to connect with their audience and amplify their story?