Successful Storytelling

Public relations is a powerful but under-utilized part of marketing communications.  It’s so misunderstood, but it really boils down to telling stories.

Your products and services help clients and customers.  Each time your product improves a customer’s project, you’ve scored a success, and you’ve got a story to tell.  Each time you provide a service that improves a client’s organization, score again.  You have lots of success stories, but do you share them?

It’s up to you to make sure your stories are told and told the right way.  That means:

1.    Let the success of others speak to the effectiveness of what you offer. Avoid self-promotion.  People react negatively to it.

2.    Use your stories in a variety of ways. You can publish success stories in your newsletter or blog.  Print them as separate sheets.  Put them on your web site.  Use them in publicity campaigns.  Publicize them on Twitter.  This kind of recycling is cost-efficient and boosts your reach.

3.    Have a professional write them. You’ll need different versions for publicity use, print materials, and your web site. Work with a writer who knows the requirements of these styles.

4.    Have a graphic designer develop a format for print and web versions. The quality of the materials you produce reflects on your operation as much as the appearance and performance of your people and products.  That’s why I recommend using professional writers and designers.

5.    Include a photo if you can. Know the old saying “A picture is worth a thousand words”?  Well, it’s true.  You’ll get more readers if you include a photo, illustration, chart, or graph with your story.

Coming next – who to tell your stories to