In today’s fast-paced world, crafting effective digital PR campaigns is crucial for every business to capture and retain public interest, especially at a time when people have such low attention span.
Business owners use various kinds of PR and Digital PR campaigns to overcome this challenge. To enhance their craft of building a narrative and connecting with the customers, PR agencies use the storytelling technique that uses stories and their characters to build a narrative and convey the brand’s message to the targeted audiences.
Simply put, business owners want to leave a good impression on customers so that they stick around. For this, they use storytelling in their PR which helps them connect with people more emotionally and finally, gain their trust.
In this article, we will dive deep into the various principles, variations, and roles of multimedia content media in storytelling to achieve success in PR campaigns.
Also read: 8 Compelling Narrative Building Techniques to Transform your Digital PR
Psychology behind storytelling
source: vogue
Now we know for sure Taylor Swift has a community of people who literally think that she is her best friend. She has a fan following of millions of people who go through the same emotions as her. They get sad when she gets sad. They feel miserable when she is going through a breakup.
All of this is because they feel a connection towards her as they hear her story and her journey. They relate to her journey. They see themselves in her as she reveals a part of herself.
source: today
Now how does she really do it? Can brands also use storytelling to their advantage to create a loyal community? And how can they do that?
Let’s take a deep dive:
1. Engaging with people emotionally
A story that can bring out emotions is always a success whether in or outside of marketing right? Storytelling comprises many parts such as characters, plot, conflict, and resolution.
When a story is well-told, people connect deeply and relate to every part of it. Well-developed characters, plot, and a well-crafted narrative help the business to convey a message to its potential customers. Various digital marketing strategies and digital PR campaigns often aim to get to people’s emotions by promising and assuring to fulfill their aspirations and goals.
2. Trust building
All of us yearn for transparency and genuine connection with brands just like we expect a deep connection from our loved ones. For this connection to be made, people must put their trust in the brand and its story first.
Brand Storytelling should reflect its values, purpose, and impact. If the story told, aligns with the wants, needs, or requirements of people then it becomes easier for organizations to cultivate trust and credibility. Using real-life stories and client success stories digital PR campaigns can help people believe in the authenticity of the brand and put their trust and money in it.
3. Making it memorable
Who doesn’t want their business to stand out in the crowd and stick to people’s minds? Storytelling is a great way to do this. If people can relate to the real-life story told in digital PR campaigns, they are most likely to remember the brand and have a sense of loyalty towards it.
This loyalty and empathy are what marks a successful business PR. With the enormous amount of crowd and competition in the market, it becomes necessary for a brand to stand out and stay in the memory of at least a good amount of audience.
How storytelling changes with different techniques
1. Use of social media in digital PR campaigns
Digital PR Campaigns
Many companies use social media to tell people about their company and its products. Social media platforms can easily make a company and its products seen by many people. Brands may also incorporate social media trends in their posts to capture as much attention to their products/services as possible.
Birds of Paradyes has built a community of 212k using digital PR and leveraging digital PR techniques. They work with campus ambassadors helping them get to Gen Z customers which is their target audience. They have also built an inclusive environment for the LGBTQ+ community helping them to reach folks from the community and express their individuality increasing their sales of hair color.
2. Blogs and articles
Blogs and articles written about the business on their own or other websites can help people get a better understanding of the brand. It is also seen that the power of storytelling through blogs and websites can also engage a large number of targeted audiences who like reading more as compared to multimedia content. It doesn’t only work as a storytelling technique but also works as a great Search Engine Optimization (SEO) tool that helps them be at the top results of the search engine.
We’d be surprised if you told us that you haven’t seen the WikiHow page while searching for something on the internet. WikiHow has cracked how to use digital PR and SEO for their benefit. They have simplified things for people in all domains and niches. They tell the story in a way that can reach more people as it is very easy to understand and readable.
3. Multimedia channels
Multimedia content such as images, videos, and infographics can enhance the effect of storytelling. Being visually appealing with multimedia in digital PR campaigns is a great way to hook people while entertaining them.
Tinder’s short film ‘Closure’ beautifully portrays the concept of consent
How can multimedia take digital PR campaigns to a different level?
Multimedia content in digital PR helps to elevate the effect of storytelling by various methods.
Videos: Digital PR uses videos to content with the audience as it can be a compelling and detailed story about the business. Added animation or effects used in videos can sometimes captivate people’s eyes very quickly.
Images: There is no doubt that images provide a greater creative outlet for the story than simple text, so when it comes to using multimedia content in digital PR, they can come in handy.
Infographics: Infographics can summarise several pages of information into only one. Information given through pie charts or bar graphs is easy to understand.
They can use striking and engaging visuals to communicate information quickly and clearly. This saves people’s time and makes it easier for them to read and know about the business. In digital PR, infographics are used to raise awareness, educate, or made for entertainment purposes.
Interactive sessions: People who might not like to read might be interested in interacting via small quizzes, polls, or live sessions. People might feel like they’re doing a fun activity while learning about the business at the same time.
Apple uses short and easy-to-understand text in their ads. It conveys a clear message showcasing the features of the iPhone with minimal words.
Finally,
Storytelling in digital PR campaigns is a revolutionary tool that allows brands to engage and connect deeply with people. It works in building a relationship with customers and making them loyal to the brand through a well-crafted narrative. By using different variations such as multimedia content in PR, social media, blogs, and articles, you can also enhance the effect of a story.
Let us help you design effective digital PR campaigns that compellingly tell your story so that the audience cannot resist knowing more about you and your brand.
