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The Power of Storytelling

By Paul Furiga
WordWrite Communications

Well before primitive societies put chisel to stone and began writing, one group held a special place because of their communication skills. Storytellers.

By weaving compelling narratives, storytellers preserved communal history, entertained friends and even delivered motivation when it was needed. Through history, their words have moved armies and inspired achievement.

In comparison, storytelling today may seem quaint, but it is not. Thanks to technology, some of the largest and savviest organizations in the world are discovering that storytelling is now even more important and powerful.

Storytelling is so powerful that it should be the primary goal for all of your public relations. In fact, remove the words publicity and public relations from your vocabulary and rather focus on storytelling. Then, you can tap into the internal motivator that has propelled society for thousands of years.

When I say "storytelling," it is with a capital "S." Small "s" storytelling is well understood by journalists and the professionals who work with them. But this is about a bigger view of your story than what a journalist crams into 500 words.

Think instead of great films, plays or books. In these larger works, a story unfolds. And key components are essential to a successful story, including characters, usually a hero and/or villain, a plot, at least one climax, and yes, a happy ending.

Successful public relations storytelling relies upon similar key elements. When working with my clients, we develop a "script," or plan, that answers these vital questions:

     Who is the audience?
     What do we want the audience to do or feel?
     Who are the key characters in the story?
     What is the plot or plot lines for the story?
     What is the story's climax or key success point?
     What is our happy ending?

Only after we have mapped out the story will we begin the storytelling. As one of my editors used to tell me when I was in journalism, "good thinking makes good writing." You can't just begin spinning tales if you don't know where the story will go.

For example, a new product may need a first chapter focusing on the issue or problem that it solves. Only after key audiences understand the issue can the storyteller introduce the new, revolutionary solution. And only after the solution is introduced can its story be told in detail.

Like a good book, successful storytelling may have many chapters. And while it may incorporate unforeseen drama or plot twists, as with crisis communications, that doesn't mean there isn't a happy ending.

In addition, storytelling is not only about a good script, but also good execution. Like performers on a stage interacting with the audience, public relations storytelling is dynamic, involving two-way communication. Good storytellers adapt to each audience. They tailor staging, scenery and even the actors to deliver success.

Overall, the most important measure of public relations storytelling is that you and your organization have a happy ending. And your happy ending is not the same as that of a competitor. So to make sure that your happy ending is one that defines your story is to think like a storyteller rather than someone who is chasing the next newspaper clip or broadcast interview.

Remember, your capital "S" story, and your small "s" stories will come in loads, with more and more of them bearing your happy ending.

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Before forming WordWrite in 2002, Paul Furiga was a vice president at Ketchum public relations in Pittsburgh, serving clients including Alcoa, Bridgestone/Firestone, the Florida State Board of Administration and Rutgers University. He was Ketchum's top labor counselor, part of the leadership for Ketchum Inside, a global workplace and change management practice. In 2001, the Ketchum labor team won a Silver Anvil for internal communications at Rutgers University.

Before joining Ketchum in 1998, Paul spent nearly two decades in journalism. During his tenure as editor of the Pittsburgh Business Times, a weekly business journal, the paper was named best weekly in Pennsylvania. He previously spent six years as a correspondent and deputy bureau chief at Thomson Newspapers in Washington, D.C., covering four presidential conventions, the White House and Congress for a news service serving 115 daily papers. He began his career at The Cincinnati Enquirer, covering city hall, courts and special projects. He has also written for publications ranging from Congressional Quarterly to Frequent Flyer magazine. He is a graduate of Miami University, Oxford, Ohio, with a B.S. in Mass Communication. He is an Accredited Business Communicator, a designation earned from the International Association of Business Communicators (IABC) and held by fewer than 10 percent of all communicators.