It won’t be news to you that stories are the basis for a lot of human interaction. Whether on stage or in a bar we tell stories to each other through speech, drama, song, or dance, to explain a feeling or a struggle.
Stories have a big part to play in your business or organisation’s messaging too.
Every story is a message with a beginning, a middle, and an end, and thinking in this way when writing your communications strategy will help your message to hit home and ensure your audience is clear about what you wanted to say.
Like a film trilogy that’s divided into individual films, which are split into acts, then scenes, then shots, a comms strategy is divided into monthly, weekly, and daily elements, and at the smallest end are Twitter threads and email conversations between clients, partners, or journalists. Each element has its own narrative arc carrying a message that serves to communicate specific values.
Mars Wrigley’s recent PR tease had customers thinking that Bounty bars were about to be permanently removed from Celebrations sharer tubs this Christmas. In an it-was-all-a-dream-style twist, Mars then revealed there would just be a limited number of Bounty-less tubs stocked in a small number of shops, on a select few dates.
Tricking your audience to get attention is a divisive stunt. Some may view it simply as a light-hearted joke that implies a good sense of humour. But it’s also a short-term approach that focuses on immediate talkability rather than a consistent brand narrative and strong consumer relations, and could leave an unsavoury taste in the audience’s mouth.
It will serve your communication strategy well to consider carefully how each of the components – from press releases to Zoom calls – fits into the bigger story you are telling about a brand, a value, or an event.