WEDNESDAY 2 FEB 2022 12:02 PM


Hannah Haffield, founder and managing director of Birmingham-based PR and communications agency, Make More Noise, talks about the power of storytelling and how it can be used to build brand value and awareness.

People buy from people, yet so many businesses neglect this when it comes to their communications strategy. If you are going to build a strong and long-lasting brand that appeals to your audience, you are going to need a solid story.

Storytelling is an essential part of our interpersonal communications, and it is no different when it comes to business. Brands that can effectively convey their vision and values through a well-crafted story are far more likely to establish a connection and build trust with their potential customers, while differentiating themselves in a sea of competition.

So, what is PR storytelling, and why should it be at the forefront of your communications strategy?

With stories being such an integral part of how we communicate with each other, we are naturally attuned to them. A well-told story can elicit the same responses from us as if we were experiencing it first-hand. Every business has their own unique story to tell, but from a PR perspective, it is all about crafting that story in a way that will maximise audience engagement and media interest.

This is a powerful tool for businesses to better connect with their target audience, and inspire thoughts, feelings and attitudes towards your brand that align with your overall marketing goals. In short, it makes it easier for your potential customers to gain a better understanding of who you are as a business.

In recent times, we have seen a shift in consumer priorities. Customers are not simply looking for the best product or service, but are also looking for meaningful connections to the brands they invest in.

As we see a rise in value-driven consumerism, audiences want to know not only what your business does, but why you do it. Conveying the purpose behind your business is essential for giving your brand an edge over your competitors, as it provides the connection that consumers are seeking. This is particularly important, as the decision-making process when it comes to purchasing is often far more emotional than logical, and a well-crafted story can not only win over your audience, but also raise the perceived value of your brand.

When considering how to tell your story, it is vital to remain authentic and true to the origins of the business. The whole point of effective PR storytelling is to enable audiences to build a genuine connection with your brand, while fostering a sense of trust and relatability. Whether it is the journey your business has been on, the origins of its founders, or stories and testimonials from real customers, keeping your brand’s story real and authentic will make it far more relatable and effective.

Consistency is another key point to bear in mind when it comes to your story. As with any communications strategy, you must ensure your messaging is consistent throughout all your channels and platforms. Your story is who you are as a business, so it is important to stay on message, and be consistent in your voice and values.

The best stories rely on making your audience feel something, and this is where the power of PR storytelling truly lies. Do not shy away from evoking an emotional response with your story. Not only will this help to personalise your brand and give it a human touch, but it will also encourage people to connect with your business on a deeper level and inspire brand loyalty.

Storytelling is an essential component of PR and should be at the heart of your communications strategy. The most successful businesses understand the power a good story can have in converting customers into advocates, garnering media attention, and ultimately increasing both the awareness and appeal of your business.