Storytelling Isn’t Enough: Why Your Story Needs a Strategy
Wendy J. Roundtree, APR, Founder and Lead Strategist, Jarel Communications
When coupled with an intentional plan that starts with why, storytelling can be an effective method that communicators use to make long-lasting and measurable change.
In Annette Simmons’ book “The Story Factor,” she writes that “Other methods of influence – persuasion, bribery, or charismatic appeals – are push strategies. Story is a pull strategy. If your story is good enough, people – of their own free will – come to the conclusion they can trust you and the message you bring.”
That’s why it’s critical that how we build and share the story of our organizations and clients is intentional and well-planned. Below are three reasons why your story needs a strategy:
Provides direction and alignment
We’ve all heard the phrase “content is king,” right? The ever-changing landscape of social media, for instance, can often create a pressure-cooker situation where teams are constantly in the cycle of content creation, distribution, evaluation… and repeat.
In this environment, it’s easy to push out stories just for the sake of keeping blogs and social media platforms active. However, attaching your brand to every “International day of [insert topic here]” isn’t a long-term effective plan. By identifying your communications objectives and aligning them with the objectives of the business, you create a clear guide on the types of stories you should be telling, while also enabling your team to say no to opportunities that shift you away from purpose and strategic priorities.
Helps you reach the right audience
Unless gifted with an unlimited budget, “everyone” or “the community” is not a target audience. A powerful story can fall on deaf ears if we don’t take the proper time to identify exactly who it is we intend to inform, entertain or persuade with our content. Particularly for nonprofits or small business organizations where resources are limited, precision ensures that time and money are not wasted.
Leads to effective messaging
To build on the process of audience identification, it’s important to note that each group doesn’t respond to the same words, same approach, same platform, etc. As you develop your plan, you’re able to take the time to identify what message resonates most with each of your audience segments, which informs how your stories are structured and even what platform you choose to share it on.
Take Nike as an example. On Instagram and Twitter, Nike has a strong inspirational, break-the-mold tone that highlights and focuses on those making history today. On LinkedIn, that same energy is woven into its content, but features more company and employee-specific updates.
There is no denying that stories can influence and inspire people to make deeper connections with brands. It’s an art form that’s even been scientifically proven.
But a story alone cannot stand on its own.
Take the time. Be intentional. Develop a strategy so your story can do what it’s meant to do – inspire change.
About the Author: Wendy J. Roundtree, APR is the founder and lead strategist for Jarel Communications, an Orlando-based consulting firm that specializes in creating communications strategies that drive social change. Roundtree also serves as President of the Orlando Regional Chapter of the Public Relations Society of America. In 2021, she was named to the Women of the Year list by Orlando Magazine.
