Image source: Frits Ahlefeldt-Laurvig

Lately, most every influencer in marketing and public relations pontificates on the need for more data, data analysis and “big data.”

Commentators urge PR professionals to brush up on data analysis skills and include data in their press releases, media pitches and owned media content. PR, they say, must embrace data in order to prove its value and earn the respect of more numbers-orientated departments and high-level management.

Yet some PR experts, while acknowledging the value of data, say storytelling is a superior technique for persuading audiences and prompting action. Data can be boring; storytelling can inspire and establish an emotional connection. Consumer brands in industries like food, household products, tourism, financial products and many other industries have embraced storytelling for decades. Most B2B products and services aimed at higher-level decision-makers in management have yet to exploit the power of storytelling.

“In my experience, memorable stories are underemployed weapons in leadership communications,” states Bob Sherwin, chief operating officer, at Zenger Folkman.

What the Research Shows

Research has proven the effectiveness of storytelling, Sherwin says. Research described in the article, Teaching Management by Telling Stories, published in the Academy of Educational Leadership Journal, tested the effectiveness of different communication methods. Researchers attempted to persuade MBA students that a company practiced a policy of avoiding layoffs with four different methods: story alone, statistical data, statistical data and a story, and a policy statement from senior company executive. The most effective method was the story alone.

Andrew Pelletier, a PR veteran based in Toronto, Canada, recalls how former President Bill Clinton put a human face on his wife, Hillary, at the 2016 Democratic National Convention. He captivated both the live and television audiences, Pelletier writes in his PR Brain Busters blog.

“But he did not talk about data. Nor did he unleash a steady stream of facts and figures,” he says. “He simply told a story.

Storytelling Recommendations

Experts offer these tips for crafting compelling stories that don’t rely on data.

Follow one of the archetypical plots. All the basic storylines have been used many times throughout the years in fiction, journalism and promotional pieces. PR pros only need to pick the basic plot that best meets their needs, tweak it, and adapt it to tell their specific story. Some of the basic storylines include overcoming a monster, rags to riches, the quest, and the voyage and return.

Include a visual. Photos, graphics, memes and videos attract interest. Because not all images tell a story and not all succeed in delivering your brand’s message, be sure to follow experts’ recommendations when selecting visuals.

Appeal to senses. Describe sights, sounds, smells and the sense of touch: the smell of freshly baked cookies, the sight of Christmas lights, the singing of carolers. Engage readers by appealing to senses that most readers have experienced, but be careful not to overdo it and neglect the five C’s.

Provide what matters. Many storytellers provide far too much information and unneeded details. Pick three main points to cover and drop unnecessary information.

Be intimate. Speak (or write) as if talking to a single person. People want to feel you are speaking directly and exclusively with them, not to a massive and impersonal crowd.

Appeal to emotions. Understand what motivates your specific audience and craft the story to appeal to those needs, wants and aspirations.

Use data as supporting evidence. Data should support the story, not serve as the story core.

Be humble. Being self-deprecating, humble and honest usually captivates and wins over an audience in both personal presentations and promotional materials.

Bottom Line: Despite the rise of big data and data analysis, people still love a good story more than statistics. Many communications argue that storytelling is an underutilized PR strategy. Done well, storytelling captivates audiences and is more likely than citations of data to persuade them.

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William Comcowich

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.