Storytelling: It’s not just for kids, it’s sound PR and marketing

Storytelling is as old as history itself. Stories have been a way for people to pass down cultural history, teach lessons and entertain others. We often equate storytelling to something we do for children, but everyone, even businesses, have a story to tell.

Stories are a way that your business or organization can effectively tell others what you have to say. Looking at your business from a storyteller’s perspective can shed a whole new light on your business/service and catch the attention of new audiences. Instead of thinking about promoting your product with advertising, marketing or run-of-the-mill public relations, think about the story you want to tell. Here are some key things to ask yourself when crafting your story:

1. Why did I start this business/organization? If “necessity is the mother of invention” then what issue or problem prompted you to start your business? There is always a “who” or “what” that prompts a starting point. What is that motivating factor that started it all and what keeps moving you forward?

2. What do I want to tell others? What you tell others is just as important as how you tell them. Think about three focal points you want others to know. Don’t overwhelm people with too much information at once. Keep your message concise and interesting so people will naturally want to know more and share it with others.

3. Who am I talking to? You may want to tell the world your story, but you have to start on a more focused scale before you go national or global. Ask yourself who would benefit the most from hearing your story? Think of guidelines like age, gender, cultural backgrounds, etc.

4. How can I tell my story effectively? Not everyone is a born storyteller, and that’s OK. As long as you know your story, you can find someone to help you tell it effectively so that it relates to others.

Increasingly, we see business using stories to communicate their message. Businesses like Coca Cola and Zappos are using stories to connect with customers and audiences who are interesting in reading great stories.

It’s all about communicating in a way that’s compelling and keeps a reader's interest more than a list of statistics and data alone could ever do. Storytelling is something we do each day, whether we realize it or not – it can be exchanging information at the water cooler or recapping the day for our families. What’s your story?

Karen Hamilton is Communications Manager for McCauley Communications. She specializes in health care and education. Email her a karen@mccauleycommunications.com.