Commercials, magazine features, and coupons aren’t enough to properly promote your product and stand out among competitors. The core of your public relations strategy is your brand story, but how you tell it makes a huge difference in the effectiveness of your campaign. Let’s take a look at what powerful storytelling is and how to implement it for your brand.
The term “storytelling” is commonly used in the business and PR worlds. However, everyone has his or her own definition. In general, a story has a beginning, middle, and end. Usually, one of the characters faces a challenge, and either does or doesn’t overcome that challenge.
In theory, there shouldn’t be a difference between a traditional story and a brand story. In reality, though, most businesses don’t like to talk about their failures and how they’ve overcome them. They prefer to talk about how good they were before and how they’ve improved.
However, this preference isn’t compelling to readers or listeners, so the media is less likely to pick it up. Instead, a brand story needs the emotional resonance that a traditional story creates. Consumers especially make decisions based on their emotions, but businesses do it too and also use data to justify their choices. For those reasons, brand storytelling must stir emotions and articulate a sense of humanity.
How to Create a Powerful Brand Story
To tell a compelling story about your brand, you should follow the four Ps. Although you don’t need all four elements for journalists to pick up your story, using all of them significantly increases your chances. It also greatly enhances your overall PR campaign. Here’s an overview of each element:
- People — All stories need to be about someone. When you launch a new product, your story should be from the perspective of an individual who uses that product. For instance, it could be about an unsung hero at your company who has an interesting job but doesn’t interact with the public.
- Places — Include where the individual in your story works and lives. Using images and words, you can create a visual picture of where your story occurred. If the story took place in another country, for example, describe it as much as possible.
- Process — The process element is the conflict or challenge that the unsung hero must overcome. This challenge could be designing a product to compete against competitors. Perhaps the individual must come up with a unique way to give consumers what they want. It’s essential to include the ups and downs of this process to develop an emotional connection with readers.
- Products — Provide information about the product that you plan to launch. However, don’t make the product the star of the story. Make the story the primary focus, and readers will naturally be interested in the product.
Hire a PR Firm
It’s easier to tell a powerful story when you understand how it works. However, finding the right words could still be difficult. Thankfully, that’s the purpose of a PR agency Las Vegas and Henderson brands depend on.
Providing news release writing and distribution, GYC Vegas is a PR company Las Vegas media professionals work with regularly. The firm also offers PR planning, marketing development, media relations, and coverage outreach services.