media update’s Jenna Cook looks at the importance of storytelling in the PR industry.
Throughout history, people have been telling stories as a way to express deeper meaning. And PR is no different. This is why leveraging your capability as a storyteller will make for a better press release.
Kevin Allen, a storyteller and blogger for
PR Daily, says, "Good storytelling reigns. It’s the ability to remain authentic, possess a genuine voice and communicate valuable information in an effective manner, which will always be a skill in high demand."
Here are five ways to turn your press release into a story:
1. Become the narrator of your story
In the past, journalists have been the ones writing and telling the stories of brands while you provide the content and sources to shape these stories. But now the press release that you compile needs to be just as interesting and entertaining as the content you hope for the journalist to write.
So take on the voice of your brand. Imagine the tone, the vocabulary and the message that you’re trying to sell – and write.
Thinking about what it is that you want to say, and how you want to say it, can help you find the right medium to use. It may be better suited to tell your brand's story through an infographic, a short video or even a digital game.
Your reader – the journalist or consumer – will have a better idea of your brand if they get to experience the tone and message first hand.
2. Create a story arc for your press release
Your press release doesn’t have to follow conventional methods for delivering the information. Why not try following the elements of every ‘hero’s journey’ – the classic crisis, climax and resolution.
Present your reader with a problem that needs to be resolved – this will make them think of solutions for the crisis. Then cleverly show how your brand is the solution to the problem at hand. Do this by highlighting the key features of your brand – all the things that make it superior to any other. Finally, seal the deal with evidence that supports your claim.
Not only will you have written a press release that tells a great story but it will be one that positions your brand as the hero.
3. Frame your press release message
Before writing your press release, think about the person that you’re writing for. Why should they care about your brand or your message? Try to imagine the experience that they will have with your brand.
When you write, channel this experience into your press release. Paint a picture for the reader, tell them how the brand will make them feel or improve their life.
Transporting your reader will allow them to experience the message before they have even made a conscious decision about your brand.
4. Aim for the heart when writing your press release
A good press release – just like a good story – is one that will stay in the mind of the reader long after they have read it. A good way to do this is by making sure that it is memorable and relatable.
Nothing will be more compelling to a reader than a story that not only relates to them, but also brings about a strong feeling within them. As a PR professional, you want your brand to be associated with positive feelings – so ensure that your press release makes the reader feel good.
Think about your brand’s message and your own personal experience with it – the things that move you are most likely going to be the things that move your reader as well.
5. Narrow the scope of your press release
Your press release needs to be an accurate account of your brand but it also needs to be considerate of the reader. Journalists don’t have time to read every single press release that they’re sent.
Make your point and make it quickly – this can be done while still telling a story. In every story, each word is critical to the overall meaning. If there is a word or sentence that is unnecessary, take it out.
Be mindful of the viewpoint of your reader. Think about what excites them, why it is relevant to their audience and what they can get out of it.
Journalists are bombarded by hundreds of press releases on a daily basis. Find out how to make yours stand out in our article, 10 Steps to getting your press release published.
*Image courtesy of Vecteezy