High-level executives, especially those with technical or engineering backgrounds, tend to hold a dim view of anecdotes. But the data indicate anecdotes are a powerful technique for gaining media mentions and spreading the brand’s message.
After reviewing three months’ worth of tech stories in The Economist, the Hoffman Agency found that 17% of its articles were anecdotal, says agency CEO Lou Hoffman. Anecdotal content in the business media consistently ranges from 15% to 25%.
Reporters love to include anecdotes in their articles. They especially like to start articles with anecdotes. They understand that the brief stories transform ordinary articles into spellbinding accounts. That’s why communications experts urge public relations people to include anecdotes in publicity submissions to journalists, corporate communications, speeches, and other types of PR content.
These recommendations can help writers in PR find and create anecdotes.
Determine the purpose. Defining the purpose will help develop the story. Determine if you intend to report, amuse, inspire, provoke thinking or build a common ground with the audience.
Structure the story. Anecdotes are short stories, usually about one or two paragraphs long. They’re structured like longer stories with a person or group, action and an ending — in other words, a beginning, middle and end. The storyteller typically first introduces the character who often faces a conflict or challenge.
Have a clear ending. The storyteller may state the conclusion or ask a question to let readers reach their own conclusion. “Without satisfactorily wrapping up the loose ends of a story, or letting it meander to a stop in the middle of nowhere, you risk leaving your audience feeling cheated out of their time and attention,” writes blogger Nathan B. Weller.
Seek details. Details add color and credibility to stories. For instance, an article in The Wall Street Journal on the departure of design chief Jony Ive from Apple recounts a meeting between Ive and the design team. The details, such as the meeting’s location and time, and quotes from attendees bring an authority to the account that counters Apple’s public stance that Ive departed amicably.
Ask questions. To uncover details, ask questions and request examples. A public affairs rep working for the Navy struggled to pitch a story about a Navy squadron who had rescued a family of five lost in the Pacific Ocean for seven days, Hoffman recalls.
When he posted the story on Facebook, someone asked what kind of signal mirror the family had used to alert the Navy crew. After investigating, the PR rep learned that the signal mirror was the bottom of a soda can. Thanks to the anecdote, a local television station ran the story with the headline: “Local Navy Pilots Save Family Stranded at Sea with Help of a Cola Can.” USA Today eventually published the story, again featuring the anecdote.
Avoid unimportant details. Irrelevant details bog down the story. “Weed out trivial details that detract or ad only length,” advises communications consultant Dianna Booher. Ask yourself if each word, phrase and sentence is necessary.
Don’t lie. “There is no art in it, no skill in it and as a good PR you don’t need to do it. And you WILL be found out,” writes Alan Edwards, founder of PR company The Outside Organisation. But it’s fine to embellish a fun story, he adds.
Find emotional hooks. Emotion grabs and holds audiences; it enhances message retention. If possible, find and include emotional elements – joy, sadness, anger, love — but don’t overplay them.
Visualize the story. Include visual elements that enrich the story. Use picture captions to deliver the core story message.
Be self-deprecating. “You need to be able to laugh at yourself. No one wants to continually hear how brilliant and clever you are,” Edwards says.
Bottom Line: Anecdotes can transform dull copy into captivating articles or presentations and transfix audiences. Because journalists often include the brief stories in their articles, anecdotes offer a powerful tool for obtaining publicity.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.