Storytelling is currently synonymous with successful press and media relations, the key to the information needs and behavior of a wide range of target groups in business, politics and society. As the hype from the mouths of communications experts and on agency websites is loud, clear and colorful, storytelling is sweeping through the current communications landscape with an almost hypnotic effect. And more and more people of all ages and social groups, companies, institutions and organizations seem to be falling for this hype and telling more and more stories, because: “tell your stories, people will listen to you and be influenced”, according to many communication professionals.
Only half the truth
Tempting, but wrong! It’s not storytelling alone that counts – it’s the ability to tell stories. Anyone can do it, and unfortunately everyone is doing it more and more uninhibitedly! Thanks to the variety of formats and channels, every story can reach everyone without hindrance. All barriers seem to have been removed, all hurdles overcome. Stories shape and form opinions, manipulate and polarize. We experience it in staccato every day! In a matter of seconds, across all channels, all formats; stories circumvent ethical and moral principles, instigate and cause trouble!
Two different pairs of shoes
So what is important? It’s about the right story, at the right time for the right target group! More precisely: it’s all about the right story. The right, and therefore verifiable and sustainable, story is and remains the key to lasting media success, and not just from the perspective of value-based, authentic communication. This is nothing new, nothing revolutionary. And it certainly has nothing in common with hype! The huge hype surrounding storytelling must therefore be turned in the right direction if the dangerous and all too often irresponsibly practised “storytelling” is to become the right story at the right time because it is accurate.
By the way: good journalists and authors have been doing this ever since they have existed. Good PR professionals in companies and agencies have adopted this approach and practiced it successfully in their dealings with the media. Always with the right amount of responsibility and the necessary dose of morals and ethics. There could be more of that.
We are curious: What makes good storytelling for you?
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