Now more than ever, PR pros need to wear their storytelling hat. It’s the accessory you were given when you first started in PR and were told that Public Relations is about telling stories. Good PR is about telling stories well. Great PR is when your story becomes viral and unforgettable. In this chaotic economic climate, with the headlines about layoffs and downsizing dominating our attention, Public Relations is at the forefront of making sure that an organization’s messages are heard amid the noise and the doom and gloom. Unless your story is a good one, then you’ll be drowned out. Such was the message of Emily Callahan, who keynoted our PR News Nonprofit PR Awards luncheon at the National Press Club last week. As managing director of marketing communications for Susan G Komen for the Cure, Emily knows that the story of breast cancer victims and survivors is a powerful one and she makes no apologies for telling those stories time and again because these stories are real and they resonate. Like thousands of other nonprofits — and for the hundreds who were at the PR News awards breakfast on Dec. 4 — charitable giving is reaching crisis levels. Nonprofits are now competing with each other for a piece of the charitable pie which has gotten smaller as large companies have scaled back considerably. But everyone likes (and will respond to) a good story as Emily noted in her keynote speech. So what’s the story you’re telling in the marketplace?
Please share your ideas on storytelling with PR News.
– Diane Schwartz