One of the most enjoyable parts of our PR work is the ‘extraction exercise’ which comes with our storytelling strategy for clients.
Sounds painful, hey?
No, nothing about dentistry and pulling teeth whatsoever.
It’s a process where we try to truly unearth what’s going in a company.
What are the multiple functions of the business working on? Who has been achieving what? Does the organisation have a particular opinionated stance on what’s happening in their sector? Are they communicating that ‘voice of authority’ in an appropriate way, to the right audience?
As you can see, even from this small list, it can become something of a ‘deep dive’ scenario, with lots of delving and digging, but it is the way we really get to understand what happens behind the scenes, and what’s worthy of dialogue – not just for the press, but for the benefit of internal communications too.
Often, we’ll walk in a boardroom and get the equivalent of the young child standing in the kitchen after school, shrugging their shoulders at the question ‘did you learn anything today?’, and the small person saying ‘No. nothing’.
(I’m sure we’ve all seen those blank faced looks when we know the reality is that ‘everyday is a schoolday’ for growing primary aged brains!).
In the business arena, that analogy is often seen by us where we question the client on ‘what’s new’ or ‘whether there’s anything of note’ and they’ll humbly tell us that ‘no, it’s business as normal’.
The truth, of course, is that more often than not, there really is plenty to be communicated.
For your employee audience, your stakeholders supporting your development, or your ‘ripe for picking’ customer base, there is usually something you could be telling them about what you do and why you’re doing it.
That’s not to say we’re fans of speaking for the sake of it (and I’m guessing, with that child analogy in mind again, we all know a few of those youngsters too!), and Lord knows with the world of social media and a fascination with e-marketing, we can all get a little jaded by over-use of communication.
But it really is worth exploring with a consultancy just what kind of storytelling opportunities your business has.
More importantly, it’s worth then thinking about how those nuggets of stories can be utilised best, so that they engage with the many and varied genres of audiences you wish to reach.
We’ve updated our training and insight workshops for those companies seeking to make use of this kind of exploration, and we’re always happy to deliver bespoke internal programmes around storytelling.
If you think we can help you, do drop an email to Deborah and the team of associates, on firstname.lastname@example.org
- Posted by deborah
- On 18th July 2018
- 0 Comments