How PR pros can create narratives that influence behavior.
Whether a company is refreshing its logo, launching a new product or announcing a leadership change, storytelling is a powerful strategy for helping the public comprehend what’s happening.
Narrative, when done right, shapes how consumers interpret reality. It guides perception, builds belief and influences behavior. Raw facts alone don’t have the same impact.
A new course on Ragan Training titled “Storytelling Systems That Drive Behavior and Business Outcomes” outlines three components to telling a good story.
- Define the meaning before crafting the message
Before anything else, start with the conclusion. Articulate how the story ends. Identify what it all should mean to consumers.
Then establish guardrails to help people arrive at this destination. Set boundaries to prevent inconsistencies or ambiguities.
By defining the endpoint upfront, PR teams can ensure that every element of the story works toward a coherent outcome. Having this clarity from the get-go also reduces the risk of improvising on the fly in a way that detracts from the larger narrative.
If rolling out a logo refresh, for example, be ready to explain the thinking behind every design change, from colors to symbols to overall layout.
- Make interpretation easy
Stories work because they provide a framework for interpreting information. They’re mental shortcuts for understanding what’s happening and why it matters.
While some PR professionals may feel compelled to create complex narratives to stand out from others using a similar approach, this can be counterproductive. Too much detail and nuance can increase confusion because it makes interpretation harder.
The idea is to lighten a consumer’s cognitive load, not add to it.
To continue with the logo refresh example, this means sharing clear intentions behind why the update occurred and what it conveys about where the organization stands now.
- Build the story in stages
Storytelling forms over time through a series of interactions.
First, orient the audience so they understand the situation. Establish the setting.
Next, introduce some tension. Raise the stakes. Reveal a problem followed by the solution.
Finally, reinforce the story with consistent messaging. Show what’s changed because of the journey. Underscore how the company is now better prepared to thrive in the future.
Going back to the logo refresh, this could involve posting a chronology of past logos — even some the company would prefer to forget. Then tease the latest iteration before presenting the full thing. As a final step, show the new logo in places consumers will see it in their everyday lives, such as on products, uniforms and social media channels.
Watch the full course on how storytelling works on Ragan Training.
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