Storytelling in Public Relations
The terms “campaign,” “kampanye,” or perhaps “storytelling” are no strangers to the world of Public Relations (PR). A campaign can be likened to a powerful weapon for a PR practitioner in reaching the right and precise target audience.
To reach that target audience, relying on a powerful tool isn’t enough—you also need the skills to use it effectively. This means that behind every powerful tool—in this context, the success of a campaign—there are specific skills that a PR practitioner must possess if they want to be a “sharp shooter.”
Previously, Media Buffet PR has provided insights into the skills a PR professional must master. However, this discussion is different: Media Buffet—a PR agency that stays up-to-date with current PR trends—will attempt to “spill the tea” or reveal a secret behind the success of a PR campaign itself.
The success of a PR campaign is influenced by several factors, including a message that resonates and a human touch. These two factors are the foundation for why “storytelling” skills are essential in creating a Public Relations campaign.
So, why storytelling?
Through storytelling, the audience becomes immersed in a narrative filled with humanistic messages. This, in turn, raises public awareness about a specific event, company, or business—and can even encourage the public to voluntarily participate in the campaign.
In the book titled *IMC”0”Logy* by Pamungkas (2016), it is explained that there are several reasons why the human brain prefers messages conveyed through the concept of a story. These reasons include:
- The Story Describes My Life Stories often provide ideas for overcoming situations that people themselves might face. For example, the public will be moved and will follow the campaign’s narrative all the way to the end if the story is relatable. In this context, a PR practitioner crafting a campaign message must consider whether the message resonates with the lives of the majority of the audience.
- Emotional Connection Stories can help people process emotions they cannot express on their own. A campaign executed with effective storytelling skills will create an emotional connection with the target audience. This is because the audience will feel that they are not alone in experiencing those emotions. Additionally, PR agencies need to understand that when crafting a campaign message, it’s better to incorporate emotional and personal elements without offending anyone.
Last but not least, with these storytelling skills, PR practitioners can highlight the human side of the campaigns they create—something a “machine” simply cannot do.
Written by Putri Agna, Public Relations Intern at Media Buffet PR
