Storytelling has become one of the most used buzzwords in PR and Marketing. So why is it one of the top skills PR pros need to master today?

When I first started working in PR, I noticed there were three things that separated the top pros from the rest of the pack:

  • Connections and relationship building skills;

  • The ability to think strategically and creatively;

  • The skill of storytelling.

Over the past few years, the PR industry has undergone considerable change and one of the most powerful driving forces is the use of storytelling. The art of storytelling is now one of the most important skills PR pros need to be successful today.

With the rise of social media and digital content, and shrinking newsrooms, companies now have much greater control over their ability to shape and share their stories. While PR pros still work hand-in-hand with journalists, it’s more important than ever to produce pitch-worthy content. And in some cases, create content that newsrooms will directly publish – this means having the ability to pitch a good story.

For digital and marketing content, brands now need to go beyond selling their products. Many PR pros and brands today use an approach called content marketing. Content marketing, like storytelling, provides customers with useful information and experiences that build trust. Storytelling builds on content marketing by taking customers on a journey. Whether it’s a social media post, blog, or video, the content provides entertainment and connects with viewers on an emotional or personal level.

A good story captures attention – a great story is shared.

We all tell stories everyday. It’s what connects us to each other, how we make sense of things that have happened, and it’s one of the best ways to remember information. There is a reason why storytelling has been around since the beginning of ancient cultures. Human beings have a deep-rooted desire to be entertained and share their experience with others.

Whether you have integrated storytelling tactics into your PR plan or not, chances are your customers are already telling stories about you. Whether it’s their experience dining in your restaurant, staying at your hotel, or reviewing your latest makeup product, these stories are being shared online and in person everyday. It’s vital that your brand has a hand in shaping these stories and that you are part of the storytelling experience.

Every brand has a story – let Megan Wilson Public Relations help you tell yours.

Learn more about how I can help your brand use the art of storytelling to stand out and build better relationships with your customers.