In the PR and communications' world, people-focused stories and 'story-telling' have been the buzz words for a long while. I don't think this mantra is going away - and nor should it.
Sharing a personal story whether it’s yours or a client’s holds a weight that not much else can compare to. We instinctively seek out shared experiences, or 'real life' stories to in effort to connect.
In recent times, it's why social media influencers are being held accountable for untruths or false representation. We’re after authenticity.
On a personal level, how much weight do you put on a restaurant, movie, or travel reviews? The answer in this digital age, is likely quite a lot.
As a business or an organisation, the vast digital landscape might feel uncontrollable. After all, anyone can have an opinion and publish something these days.
Where PR and communications can come in, is harnessing your clients' positive experience with your business, and sharing it in a way that is true to your brand or business - and it's honest.
We're in a world now where client goodwill, offered in the form of the agreement to provide a personal story, is hugely valuable. Audiences and future clients recognise and value this. I mean, it's easy to quickly give a five-star rating, it's slightly less easy to provide good written feedback. If a client goes out of the way at your request, to put their experience forward, be interviewed, photographed and their image and experience shared widely, to enhance your business or organisation, then you're winning.
If you don't ask, you don't get. PR and communications can do that person's faith in your business, justice - and you get the benefits from it that your work deserves.