Key Takeaways:
– Positioning an organization as just one character in a bigger story can be more effective than solely promoting the product.
– Building relationships with journalists through background conversations and providing factual information can help PR professionals in storytelling.
– Learning from executives who can effectively communicate with normal people and discuss broader trends can enhance communication strategies.
The Power of Storytelling in PR
In the world of public relations, effective communication is key. PR professionals are constantly seeking ways to promote their clients and their products or services. However, Shawna Thomas suggests that there is a more powerful approach to PR – storytelling. Thomas believes that PR professionals should position their organizations as just one character in a bigger story, rather than solely focusing on promoting the product.
Positioning as a Character in a Bigger Story
Thomas emphasizes the importance of positioning an organization as just one character in a bigger story. She believes that this approach allows for a more engaging and relatable narrative. By positioning the organization as part of a larger story, PR professionals can create a sense of connection and relevance for their audience. This approach also allows for more creative storytelling, as the focus shifts from solely promoting the product to telling a compelling story that resonates with the audience.
Building Relationships with Journalists
To effectively tell a story, PR professionals need the help of journalists. Thomas suggests that building relationships with journalists is crucial in the world of PR. She advises PR professionals to engage in background conversations with journalists, providing them with factual information and insights. By establishing a rapport with journalists, PR professionals can become a trusted source of information and increase the chances of their story being told.
Learning from Effective Communicators
Thomas recommends learning from executives who are effective communicators. She highlights the example of Jamie Dimon, CEO of JPMorgan Chase, who can effectively communicate with normal people and discuss broader trends beyond his organization. By observing and learning from such executives, PR professionals can enhance their communication strategies and learn how to effectively engage with their target audience.
Conclusion
In the world of PR, storytelling is a powerful tool. Shawna Thomas suggests that PR professionals should position their organizations as just one character in a bigger story, rather than solely focusing on promoting the product. By building relationships with journalists and learning from effective communicators, PR professionals can enhance their storytelling abilities and create more engaging and impactful narratives. By embracing the power of storytelling, PR professionals can take their communication strategies to new heights.
