Most organizations have an innate sense of how to raise their visibility in the market—Find great stories! Tell them! Showcase our differentiators! Reach our audiences! But executing on those concepts takes more than a basic understanding. Here’s how to go deeper to build lasting Story and Strategy for your brand.
- Listen first. Engage with your frontline staff and customers. What are the moments that have stuck with them over the last month? The last year? For a story to have real power, it has to be relatable and personal. Traditional PR runs a risk of sounding a bit canned—talking with people helps you dig further.
- Use narrative structure to your advantage. Good stories have a main character, a set up, a conflict, a climax, and a conclusion. Adding those elements to your organization’s story helps draw in audiences. I could technically tell you about a new piece of healthcare equipment in a news release, but it means more if I share the journey of a little girl whose life it helped to save.
- Always be seeking new stories. Don’t just tie your story gathering to large initiatives or product launches. Stay in touch with people to mine stories on a regular basis. You’ll build a great internal library and organically create a culture that understands the value of telling your company’s story.
- Find your audience. The best stories in the world don’t mean much if you’re sharing them with an empty room. These days, it’s not enough to know who your audience is; you’ve also got to know where they get their information, which channels they use, and who their influencers are.
- Think in layers. Crafting a great social campaign might be a good strategy, but it’s probably more honest to say it’s one branch of an even better strategy. Layer your information in a variety of channels and across a variety of times to generate the most awareness.
- Evaluate and refine. Story-telling is a craft—that means you have to work at it. Assess what did or didn’t generate the results you wanted and be proactive in adjusting for the future.
With these tips in mind, your organization will soon become a pro at marrying Story and Strategy into lasting visibility.