How Can Storytelling Enhance a Brand's Public Relations Message?


    How Can Storytelling Enhance a Brand's Public Relations Message?

    Discover how seven marketing and public relations experts have leveraged the art of storytelling to elevate their brand's PR efforts. From a Public Relations Manager's use of the founder's story to highlight core values to a Founder's targeted storytelling that engages niche audiences, these professionals share one specific way they've successfully woven narrative into their brand messaging.

    • Founder's Story Highlights Core Values
    • Narrative Builds After 'Shark Tank' Success
    • Customer Success Stories Showcase Impact
    • Product and Story Integration Attracts Investment
    • Case Studies Highlight Expertise and Engage
    • Candidate Success Stories Enhance Brand Narrative
    • Targeted Storytelling Engages Niche Audiences

    Founder's Story Highlights Core Values

    We're a company that helps authors publish books, so storytelling is at the core of our brand message. In 2002, our founder started the company because he wanted a better and more profitable way to publish, so I take any chance to retell his story to emphasize our values of community and innovation. Customers can easily grasp our public relations message when they understand we were created to solve the same problem they have.

    Sarah Gilbert
    Sarah GilbertPublic Relations Manager,

    Narrative Builds After 'Shark Tank' Success

    One specific way I've used storytelling to enhance my client's brand's public relations message was by crafting a compelling narrative around their journey, particularly after their appearance on 'Shark Tank.' We leaned into the brand's founding story, highlighting the challenges faced and the unwavering determination of the founder. By incorporating personal anecdotes, we aimed to humanize the brand and establish deeper connections with our audience. We specifically showcased the brand's growth post-'Shark Tank,' emphasizing its adaptability and commitment to progress. Through strategic utilization of various media outlets, such as TV shows, print and online publications, and social media platforms, we effectively shared the brand's narrative, reinforcing its identity and cultivating stronger relationships with our audience. This approach not only strengthened the brand's public relations message but also fostered genuine connections with its audience.

    Taylor Caplan
    Taylor CaplanMarketing Manager, Duckpin

    Customer Success Stories Showcase Impact

    One specific way we've leveraged storytelling to enhance our brand's public relations message is through the creation of customer success stories. By highlighting real-life experiences and successes of our customers, we're able to humanize our brand and demonstrate the tangible impact of our products or services. These stories not only showcase the value we provide but also resonate with our target audience on a deeper emotional level. Through compelling narratives, we're able to build trust, credibility, and engagement with our audience while effectively conveying our brand's message and core values.

    We publish the success stories through our Activity Report. You can download the 2023 issue here:

    Additionally, we feature these stories on our blog, where we share summaries of our technology meetings, the main activities of the European Photonics Industry Consortium:

    Elisenda Lara
    Elisenda LaraMarketing Manager, EPIC – European Photonics Industry Consortium

    Product and Story Integration Attracts Investment

    Customers don't want to be attracted to your brand; they want to be invested. Storytelling can pull your customer in, connect emotion, and invest them into your message. The biggest way we incorporated storytelling was to purposely blend the product with the story so one can't exist without the other. Each Pibborafi Rescue Hero plushie is designed after a real rescued dog with a true (often heartbreaking) rescue story. Our message, story, and product combine in our customer's mind as one big shiny object, and they develop a stake, investing themselves in our brand message. To further fuel that investment desire, you can 'sharpload' your brand story by including physical aspects of your business into the narrative. In Pibborafi's case, production is acutely sporadic, and that unpredictability gets woven into our storytelling, which drives people crazy, causing pent-up demand. It's the most powerful thing you will ever see.

    Darrin Wilson
    Darrin WilsonFounder, Pibborafi Inc.

    Case Studies Highlight Expertise and Engage

    I have used many types of storytelling techniques. These can be presented in various formats such as written articles, videos, infographics, or interactive presentations. Here's how this approach can be effective:

    Highlight Expertise: Case studies allow the agency to demonstrate its expertise in digital marketing by showcasing real-world examples of how they've helped clients achieve their goals. This builds credibility and trust with potential clients and establishes the agency as a leader in its field.

    Engage Audience Emotionally: Effective storytelling in case studies can engage the audience emotionally by illustrating the challenges faced by the client, the strategies employed by the agency, and the positive outcomes achieved. This emotional connection can make the message more memorable and impactful.

    Educate and Inspire: Case studies provide an opportunity to educate the audience about digital marketing strategies and tactics while inspiring them with success stories. By sharing insights into the agency's approach and the results it has generated, the audience can learn valuable lessons and gain inspiration for their own marketing efforts.

    Build Relationships: Sharing case studies can help the agency build relationships with both existing and potential clients. By demonstrating a track record of success and showcasing the value they bring to their clients, the agency can strengthen its relationships and encourage repeat business and referrals.

    Optimized for Digital Platforms: Case studies can be optimized for digital platforms, making them easily shareable across social media, email newsletters, and the agency's website. This can help expand the reach of the agency's PR message and attract new leads and clients.

    Overall, storytelling through case studies is a powerful way for an agency to enhance its public relations message by showcasing its expertise, engaging the audience emotionally, educating and inspiring them, building relationships, and optimizing content for digital platforms.

    Debjit BanerjeeDigital marketing manager, Infinity solution

    Candidate Success Stories Enhance Brand Narrative

    As a partner at a recruiting firm, I'm often shocked at how little other brands incorporate their candidates' stories into their own brand narrative. To me, it's a no-brainer: the history of Pender & Howe is inexorably linked to the success of our placements.

    Using the candidates' perspective helps our audience place themselves in the story. While most people may never own or run a recruiting firm, everyone can relate to the stress of the job hunt.

    Any company can incorporate this strategy by polling their workers and customers in order to find the hidden—and often incredibly empowering—lives within.

    Travis Hann
    Travis HannPartner, Pender & Howe

    Targeted Storytelling Engages Niche Audiences

    It's tempting to cast a wide net to reach as many people as possible, but I've found that narrowing our focus to segmented niches has led to better results. At PRHive, we use storytelling to boost our public relations by targeting specific audiences. By understanding the preferences, behaviors, and pain points of distinct audience segments, we customize our storytelling to better fit the target audience who have the intention of using our service. By developing specific segments, we also allocate resources more efficiently for maximum impact.

    Matias Rodsevich
    Matias RodsevichFounder, PRHive