By Jeremiah Lauzon, Associate
Storytelling is often the make or break of a good PR campaign because
storytelling is how viewers get invested in your campaign.
Let’s go on a little thought experiment with an imaginary company that
rescues birds. This company rescues birds but doesn’t give the audience
much information on their website or social media’s except the type of birds
they rescue and whether they get rehabilitated.
Compare this scenario to if the same bird rescue company gave the
individual birds names, showed the daily hijinks they went through, and just
showed off the bird’s personality. Which campaign would you be more
interested in? Which would captivate you more?
I think we can all agree the second campaign is more dynamic and would
make you interested in the company more. You want to see how the birds
are doing, who they make friends with, as well as their struggles and wins. I
believe this to be the core of a good PR campaign.
The core of a good campaign is human connection. In the bird example, the
birds are prescribed human emotions and feelings, which the viewer can
connect with. A real-life example is the Spotify Wrapped event that happens
every year. The reason Wrapped works so well is because your wrapped is
uniquely tied to you, almost no two people will have the same artists and
most listened to songs for the past year.
Due to this you get to see a different side of your friends, favorite artists, etc.
The artists can even make custom videos for “super fans” of their music
explaining how much their views meant. Wrapped would be a lot less
impactful without this storytelling element, the individualized messages,
personal narrative, and uniqueness to the individual.
To put it simply, storytelling allows for human emotion, which allows for
more interest and connection to the product. A good PR campaign uses
impactful storytelling to create a memorable campaign.
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