Every great piece of content – from white papers and news releases to tweets and blog posts – tells some kind of story. As humans, we are attracted to compelling stories. Our brains are wired to comprehend stories in the same basic manner: an introduction, build-up, climax and resolution.
The great communicators of the world have mastered putting great storytelling into practice in their communications efforts. They weave stories into their campaigns, their PR practices and in consulting with leadership.
On Thursday, September 18, PRSA Central Ohio welcomed six incredibly diverse speakers to share with the chapter how they put storytelling to the test in their organizations. Here are a few highlights from the day:
Scott Ryan from Coca-Cola shared with us how they leveraged their sponsorship of the World Cup to tell stories beyond their products. They conducted a worldwide tour with the World Cup trophy that sparked a ton of social activity. It also gave them the opportunity to tell some compelling stories from across the globe. This was highlighted by the several young soccer, or football players from across the globe who ultimately landed a trip to the World Cup as Coca-Cola’s guest. Some truly moving video content is live on the company’s YouTube channel.
A common theme across our speakers was the use and impact of infographics. Amanda Todorovich from The Cleveland Clinic shared this infographic, one of the most visited pieces of content on their renowned HealthHub blog. The Cleveland Clinic is truly a prime example of an organization that understands their consumers and puts out content that they can relate to. They post three to five new pieces of diverse content a day and have 31 authors producing content, most of which are practicing doctors working at the prestigious healthcare organization.
Some other common insights and recommendations from the day included:
- Be a story hunter. Listen to those around you internally.
- Personalize the content you create based on those who follow you. Know what inspires them.
- Plan your content creation around storytelling through a PR lens.
- Amplify your content with paid social, email and influencers.
- Build relationships within existing communities.
- Repurpose the content you create across platforms.
- Help leadership understand what needs communicated, but have them tell it in their words to make it more relatable.