Storytelling has long been recognised for its ability to connect with people and for businesses, storytelling is a great tool in getting their message across. It isn’t complicated either as people generally remember stories as opposed to facts, figures or statistics and while these pieces of data are good to have, you’ll find more people remember the story around it instead of the percentages. Humans remember stories and if you can combine stats with stories then you will be able to connect with your audience which is powerful in terms of your public relations.


There is no stronger way then to build a creative story around your business and let that engage with audiences. Think about some of the best advertising campaigns and it’s easy to see why some are more successful than others. The ones that do well are usually part of a storytelling campaign and they either connect with audiences by being funny or by being sad. They work to trigger human emotions thus causing people to remember them. They might not remember the stats but they’ll remember the story and that is exactly what you want when you are telling your business stories.


Creating the story doesn’t have to be as hard as you think but you do need to get into your business and consider all aspects of it to plan for unique storytelling content. Look at the origins of your business, the team and your journey. Why did you start the business? What have been the challenges and what are the plans for the future? Try and get the hook that makes your story interesting whether it is funny, information or sad – you’ll need to find something to engage audiences. If you can find the right way to do this then your followers and audiences will spread the message about your business without being told to. They’ll share the story because this is what people do – we love to share stories and we like to be the first ones to tell it.


Think about the arc to your story as people engage with stories of triumph, overcoming challenges and the journey of ups and downs through a business’s growth. Ask your team about their ideas and gather inspiration from other businesses – don’t copy but see what people are doing and how you can create your own story arc.


Remember the power of stories and instead of publishing weekly content on information try and use that information to tell a story. Keep at it and commit to building your audience by weekly content that goes out at the same time every week – publish it on your social media channels and use hashtags to get maximum traction. Learn from each piece of content and see how you can improve it. Measure responses and analyse how it is performing so you can make a content strategy for the weeks ahead. Instead of sticking to the usual methods of sharing information on your business, be brave and go outside your box. Start conversations, be bold and tell the story you would not only read but remember. So your customers repeat it!