Are you sitting comfortably? Then listen to PR leaders discussing the power of storytelling to build brands and energise businesses (Interesting read "@ThePRCoach: Good read: What is the role of #storytelling in #PR?
I love this post that reminds us all about the power of storytelling for businesses. Here Public Relations leaders share with us how stories are critical to use in business for branding and building a strong customer base.
Stories are everywhere, but the real trick is the following, says Tom Watson, professor of public relations at Bournemouth University: “For brand communicators, the challenge is to create narratives that are deserving of trust by their target markets and sustainable over time."
I also like what Kevin Murray, chairman of PR agency the Good Relations Group, says: “I use stories to entertain people at dinner parties to amuse. But in business you need to tell stories that make a difference.” Good point!
Go read what the PR professionals in the article have to say. There are great insights.
As a social marketer and social entrepreneur, I am highly aware of the use of narrative and framing in our daily lives. From politics to the marketplace, who sets the narrative and how they set it has great power. It impacts who cares about an issue, what they hear, and what they are willing to do.
Recently, everywhere I go, people ask me how to tell a more effective story. Advocates, colleagues, and clients observe that the organizations that achieve policy goals, get transformative grants, or seize the market’s interest are the ones that 1) have the resources to disseminate their story, and 2) just tell the better story. I would argue that the real winners are the organizations that actually manage to tell a story at all.
Colleague Andrew Nemiccolo has just published his new e-book on business storytelling and I really like it.
I know -- you are thinking, "What?! ANOTHER ebook on business storytelling??" Yep, and it's good. Here's what I like about it:
1. The focus on 'back-channel' communication and listening 2. Tackling being vulnerable and getting comfortable sharing your personal stories 3. Advice to NOT find stories, but find experiences instead 4. Steps for figuring out who your audience is first before you share a story 5. All the great story prompts for figuring out and organizing the experiences you want to share 6. Tips for creating a story bank of your experiences
I am not crazy about the definition of 'story' that Andrew uses -- basically for him, anything is a story. Well, that's not helpful and actually leads to a lot of confusion for people. A Tweet is not a story, but it can be part of a larger business narrative. Knowing the difference will help you better target your storytelling efforts.
The book is primarily focused on marketing and branding. Even so, the information and advice can be use in a whole host of other biz story applications.
Go grab the easy-to-read-and-digest book and get smarter about working with stories in business.
I have no affiliation with Andrew or his company other than a promise to chat over coffee sometime. Enjoy the book!