As someone who majored in journalism, telling full and complete stories inverted pyramid style is practically ingrained in me. While writing for PR clients differs, both require the writer to tell a story. Whether it’s a blog post, bylined article or press release, you need to do more than describe a product. Instead, you need to capture the attention of their audiences with a genuine, compelling story.
To deliver on this expectation, ask yourself, “What’s the story here?” Once you determine an answer, you’re ready to write through the lens of that story angle. Along the way, I’ve learned some helpful tips when it comes to keeping the heart of the story front and center in your writing.
Have a Thorough Understanding of What You’re Writing About
First and foremost, unearthing a story is nearly impossible if you don’t understand what you’re writing about. Whether you’re writing about the latest retail technology tool (tends to be where my mind is at these days) or a new hire, a thorough understanding of the subject will help you create your story. To hone in on this, create a ‘topic sentence’ based on the story to help guide your writing. Within this sentence, highlight the main sentiment you want to convey to readers in just a few words. I like to write it out and keep it handy to refer back to as I delve into creating content.
Let the Story Unfold
With your ‘topic sentence’ in mind, your thoughts are given direction, allowing a story to unfold. As you write, glance at your topic sentence to ensure your words line up with your core idea. On top of a thorough understanding, creativity is key. If you’re constructing a press release about a new product launch, chances are the story runs deeper than the objective features of the product. Put yourself in the shoes of a prospective customer. Think about how the product solves pain points in everyday lives to shine light on the story you should tell.
As PR professionals, we may not be commissioned to write novels, but that shouldn’t stop our inner storyteller from emerging. Human nature gravitates toward stories. Stories tend to engage more than direct facts without a connecting theme. As you endeavor to serve clients well, envision yourself as a storyteller for the brand and products. This goes a long way with the media, readers and the agency-client relationship.
To learn more about the power of storytelling in PR, you can find more helpful tips on Cision.