Since the last segment was long, I thought I’d leave you with an interview. Robbie Vorhaus is a former newsman at CBS who took his love of storytelling and used it to start his own public relations firm, Vorhaus Communications. This interview illustrates how the lines between stories and public relations intersect and build off of one another.
Here’s an excerpt,
“Public relations is a form of classic storytelling, but for business. It is pure non-fiction — truth — told in the exact same context as any other story form, such as movies, novels, advertising and journalism.”
Essentially, storytelling, and that includes PR, is having a point of view or theme, focusing on one person or thing (the hero) and taking your audience on that hero’s journey through trials and tribulations to arrive at some new point, but now changed. It doesn’t matter if you’re promoting a country, company, product, person or cause; if you tell the story with the same structure, elements, archetypes and path of all great stories, your message will be heard and acted on. And, in business, whoever tells the best story wins.
As for the video, well, let’s hear from another brand storyteller, Jacqueline Voci, the Chief Story Officer at Soya Marketing. This (brief) clip is on a few of the problems that companies run into when looking at their story.