With the emergence of Web 2.0 communication channels, the public relations field has scrambled to gain an understanding and control of how to engage consumers with compelling storytelling campaigns via blogs and social media networks.
In his article, The Essential Brand Persona: Storytelling and Branding, Stephen Herskovitz of Hammond Hill, LLC, shares that “consumers no longer get primary messages about a brand from the brand itself.” Instead, they are more likely to receive and listen to messages from their trusted circles of influencers (i.e. family members and friends), and other customers.
As you may have noticed, there has been a noticeable shift in the public relations practice within the last few years (and even last few months!). Gone are the days when monitoring local, regional, and national news sources for mentions was enough. Public relations professionals must now monitor social media networks, chat rooms, and forums for mentions, complaints, and praise.
Today’s communicators must create messages that are tailored to the needs of a particular individual or group by using behavioral information gathered from various social media accounts, blog posts, and reviews. This information is then incorporated into new storytelling campaigns that can help prevent small issues from flaring up into viral crisis communication conflicts for a brand.
In a blog post released in May 2012, PR Newswire’s Vice President of Social Media, Sarah Skerik, identified storytelling as an emerging Web 2.0 skill set that public relations professionals must be able to utilize because “a good story is valuable currency today.” Skerik wrote that “in order to develop a story that will gain traction with your audience, it’s necessary to spend a little time learning about their interests.”
Today’s PR practitioners must craft stories both for the news and for consumers. Herskovitz suggests that you try to craft stories that help customers “recognize and identify with brands,” but also “strengthen emotional connections” by being relatable and encourage new thoughts / sharing.
What are some positive examples of brands engaging consumers via storytelling? Leave a comment below and feel free to share a link!
Suggested Reading
- 5 Emerging PR Trends & the New Public Relations Skill Set for 2012 (& Beyond)
- 50 Shades of Data: Media are Passionate About Numbers
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Yasheaka Oakley
Yasheaka Oakley is an independent consultant specializing in public relations, social media, and online marketing via her website, YOakleyPR.com. You can keep up with her on social media by following on Facebook, Twitter, and LinkedIn. You can also subscribe to her e-newsletter by clicking here.
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Great blog post! I see this issue all the time when applying for jobs that request a writing sample. They always add, “Make it creative,” with little direction. I think it’s great you mention you must do research on what your audience wants. I think research is the base from which all PR professionals should start.
Hi Carrie, I think that part of the challenge is that traditional public relations surrounds telling the brand’s story based on the market research or the desires of corporate. With the spike in social media, I’ve found it interesting to see how brands are trying to relate to people on personal levels by discussing day-to-day issues like the P&G Mom’s campaign for the Olympics did.
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