How to create stories that resonate with your audience.
Storytelling draws people to your message.
A story needs to be compelling enough to connect with your audience in a short period of time for them to commit it to memory and leave an impression.
But sometimes the story is complex and needs a bit more finesse and strategy to achieve that memorable and lasting impression.
People only have about a 30-second span for holding a thought in short-term memory, Christopher Hippolyte, deputy-head and executive vice president of corporate affairs at Syneos Health, said during the 2025 PR Daily Conference.
“We have to combat fleeting memory and we work in a moment in time when there’s so much information overload,” he said. “Imagine if you could tell that story in a way that automatically clicks or resonates with your audience. What does that look like?”
To capture audience attention and further your brand’s message, the story has to be meaningful, he said.
To add meaning to your communications strategy, there are three tiers of storytelling you should be embracing, Hippolyte said. These include:
- Corporate messaging: An organization’s overall narrative and the message they want to put out to the world.
- Societal context: What are the economic, societal and political trends influencing everyday life and culture? How does your message tie into these trends?
- Audience appetite: What changes and influences their behavior? What drives them? What’s motivating them?
“At the center of these three areas is an opportunity for meaningful storytelling,” Hippolyte said.
Watch the full presentation below:
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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