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Times are changing. This
change is affecting the way we communicate. Moreover, by communicate, I mean
the way we tell the story.
Back in college, when learning
about press releases: what they are and how to write, my lecturer would always
insist on the story. He would argue that, before you deem it fit to write a
release, vet if the story is actually worth telling. How right he was. A lot
happens in corporations’ world over. The same theatrics we witness in governments
are the same in corporations. Only that the president is the CEO or managing
director. Amidst all these, we have a story to tell.
The question becomes how will
I tell this story. Well, by writing! In communication, writing matters. It
still does, even as we are deep in an era that glorifies citizen
journalism.
Sean Carney says, ‘Writing is as
essential as air. We as PR professionals come from varied backgrounds, and
while some nerds have a degree in public relations, I would argue the majority
of us were history majors, English majors, journalism majors, and political
science majors – thousands of abandoned law school applications left in our
wake. However, all of us (hopefully) got into this gig because we had a passion
for current events, news, and above all, communicating. We’re probably
personable, we’re probably outspoken, we probably drink too much, – this is
PR.’
Unfortunately, most communication professionals
have a hard time telling the story, through writing. They would prefer an
alternative. However, which one? Learning how to tell a story be it in that
release, pitch or the annual plan, here are some tips to help you tell the
story effectively. Remembering that we are professionals, entrusted with the
brand of our client. Moreover, as in medicine, the guiding principle of PR is,
“First, do no harm.” Here goes.
Break Down the Story
In reference to what my lecturer taught me ages
ago, what is at the core of the would be story. Do you have anything new to
tell the corporation’s audience? Is it something the stakeholders and
shareholders will find genuinely worthy? If you do not have anything new to
tell your audience, is there a related narrative, you can tie your story to.
Sean Carney says, ‘if you don’t have a story, find one, and make it your own.’
Level the
Announcement
Do you remember the inverted pyramid style, when
writing a story? The essence was to have all the important facts come early in
your writing. Just in case the publisher lacks space and decides to chunk out
the last paragraphs. It
applies in this scenario too. Order your story well.
Start with ‘The big news in a simple,
direct fashion’
Add ‘More details’Give us a ‘Quote’Provide some ‘More Context’
Why Should I Care?
Says Who?
Why Should I Listen to Him?
What is He Got to Say?
What Do You Want Me to Do About It?
Remember
do not bury the lede.
Act like A Teen-Ager
Have you ever tried addressing a bunch of
teenagers? Instead of paying attention to the message, they tend to focus on
the medium (you). Your dressing, voice, phone, facial appearance (ugly,
handsome, or beautiful). They are trying to
see if you are worth listening to. Whether you match the message you are
preaching. They are a lot like reporters – they do not trust you, they do
not have time, and they think you are lame.
When thinking about your story, Sean Carney advises that we ask ourselves the same questions an uppity teenager would, and in the same order:
What is Going On?
Why Should I Care?
Says Who?
Why Should I Listen to Him?
What is He Got to Say?
What Do You Want Me to Do About It?
Happy writing!
