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storytelling

Writing, Writing Advice

Storytelling for Impactful Communication

Back in 2016, I wrote a post hereabout the importance of storytelling. “Facts are boring. Stories are compelling,” I said. I explained briefly that public relations professionals succeed when they can develop a compelling story with a clear beginning, middle and end. Stories are ultimately about people, and reporters know that the human angle engages readers and brings them in. A few days ago, my friend John Buchanan, senior communications manager at the law firm Sheppard Mullin, published an article in Marketing the Law Firm magazine that starts with these points and develops them further and more deeply. John goes beyond PR and press releases, emphasizing that all types of law firm content, all types of marketing materials, should depend on storytelling to capture an audience. Drawing on psychological and anthropological research, John wrote, “Storytelling is as old as humankind itself. Since the beginning of time, people have told stories and it seems…

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Facts are boring. Stories are Compelling.
February 22, 2016
Media Relations

Facts are boring. Stories are Compelling.Featured

The human mind is constructed for telling and listening to stories. It’s just how our brains work. We are hard-wired in that way. Mark McKinnon, a leading political strategist recently told the New York Times you can’t win an election without storytelling. “Good stories win. Campaigns without a story lose.”  Noted trial lawyer Gerry Spence told a group of lawyers they will only capture a jury’s attention if they present their case as a story. “Of course it is all story telling — nothing more. It is the experience of the tribe around the fire, the primordial genes excited, listening — the old warrior, his voice alive, rising with the flames, now whispering away, hinting at the secret …” The same principle is true for public relations professionals. A PR professional succeeds when he or she develops a convincing story, with a clear beginning, middle and end. Yes, reporters like data and survey results, but…

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