News & Insights

Crafting Your Story: The Key to Effective Public Relations Messaging

That time-honored opener is undefeated in terms of commanding an audience’s attention. Everyone is ready to learn what comes next, eager to follow along as the speaker paints a picture. The listeners’ level of interest nears its peak. You’ve got them right where you want.

Filmmakers and reporters come from different perspectives – fiction vs. non-fiction – but both use the same foundation that PR professionals utilize for effective messaging. No matter the purpose, each story starts with the “five W’s” taught in Journalism 101: who, what, when, where and why.

It could be the characters in Wicked, as they face complex moral dilemmas and the consequences of their choices. It could be politicians and their followers on a quest to steal power. Or it could be DC Water on a mission to educate consumers and increase brand awareness, achieved through the "Hydrate DC” campaign in conjunction with SRB Communications.

Storytelling is universally understood, naturally or through translation, a process not bound by color, class or culture. Seasoned folks love a good yarn as much as the younger generation. Listeners inherently customize the story, filtering it through their personality traits, culture and experiences.

To reach multicultural markets and be heard, communicators must use a wider lens. They must forsake the traditionally narrow histories taught in grade school and up, all told from one point of view. If people don’t see themselves in your messaging, in the back as well as the front, they’re likely to tune out.

Everyone is the main character in their story, whether the hero or villain. Companies and brands must define themselves to avoid having their role assigned by customers and potential customers. Effective and compelling storytelling makes connections and establishes credibility for a firm as it shares the goal and vision. It is instrumental in engaging stakeholders.

Technological evolution has transformed the media into a hulking, social-digital entity with few gatekeepers. Consequently, controlling your own narrative has never been more vital. Taking charge comes naturally in industries like Big Oil and Big Tobacco, where companies employ nonstop defense against health and environmental concerns. But the need is just as great in industries that aren’t linked to various ills.

Sometimes a crisis demands companies to respond. Advanced preparation in crafting your message(s) makes staying on message easier when delivering public statements and answering questions. Be careful to base your story on solid research and credible sources. Otherwise, risk heavy skepticism like the U.S. beef industry is faced in 2024.

Five things to remember:

Prioritize owned media
Consumers might hear about your company via traditional media, digital media or social media, but those forms typically include views and perspectives from outsiders. Conversely, anyone who visits the company’s website and social media sites gets a direct feed from leadership. While all forms are essential, your own is the best shot to build relationships with current customers and cultivate new ones.

Master your voice
You are the foremost authority on your story and no one can tell it better. You know the challenges faced, the obstacles overcome and the value offered. The narrative should be creative and attention-grabbing, getting to the point in an interesting way. Use the human element to separate your company from its competitors.

Know target audience
Information overload and media saturation are byproducts of today’s 24/7 news cycle, and consumers have no shortage of outlets vying for attention. Defining the personas in your target market and understanding their preferences and emotions will help you tailor content to their needs. Continue to learn about their behavior traits and media habits moving forward.

Determine key messages
The brand story should be reflected in key messages, which are built off the company’s mission and vision. It’s the reason consumers should choose your brand instead of a different one. Interact with the audience through surveys, feedback forms, analytics and media monitoring to test the effectiveness of your messages.

Understand story structure
The framework is consistent, regardless of the medium or purpose. There are characters and a plot, a conflict and resolution. The hero can be your company or its customers, on a journey (the plot). The conflict is whatever problem your brand resolves at the end. Use imagination and emotion to connect with the audience on deeper, more personal levels.