The Power of Storytelling in PR

By Mintsje De Witte

The best PR campaigns always begin with a great story idea. Media placements don’t begin with reporter contacts or even an email address. They start and end with a narrative that provides new information with a character that subconsciously promotes the company.

Before Macias PR launches any media campaign, we first think of the interesting angle or story. Our team doesn’t focus our energy on the product or service we are trying to get into the news. We think of the type of story that the media outlet will cover. Then we work backwards and try to uncover the relatable angle that allows us to position our clients into the story.

In the children’s book, The Little Engine that Could, the train keeps telling himself, “I think I can, I think I can, I think I can.” That perseverance is needed to succeed in PR. You can’t quit when reporters say no thank you to your idea. But more important than that, you need to identify a story that is interesting.


How to get a Story on the News?

Many PR firms claim they are great story tellers, but creating a successful media campaign from scratch requires more than the ability to weave a story and hold a person’s attention. You also need to understand editorial, the current media landscape (what reporters are chasing) and a solid angle needed for coverage.

A great publicist understands the power of storytelling and knows how to build a story around a brand.

How do you know if you’re working with a great PR Firm?

The best publicists always listen to your business idea and refine it in a way that will gain attention. It is important to understand the difference between a flash-in-the-pan campaign tactic and telling a story. We live in the day and age of distraction and storytelling is seen as the most effective way to keep people’s attention. Good stories can therefore become more powerful over time.

At Macias PR, we always write an original story that inspires prospective customers to act. Every company has a story, we only have to find it and tell it to the right media.

When the media is not interested in your story, you might need to reframe the story. We can do this for you.

Macias PR was named the 2015 and 2016 top PR Firm of the Year – USA by Finance Monthly. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.