It is no longer enough to just tell a good story, PR practitioners are realizing more and more that their stories need to be adaptable to the digital world. Digital storytelling, while not a new concept, has become an essential tool that PR practitioners are leaning on more and more to build relationships with online audiences. It’s changing the way we build relationships, build a reputation and connect with people. The tradition PR skills are still essential, but new PR practitioners need to be aware of how digital storytelling is changing the field and what tools they need to stay competitive.

To story or not to story?

Think back to when you were young. What story sticks out in your memory? What story did you find yourself reading or listening to over and over again? Surprisingly, my story does not come from a book or a cartoon, it came from my mother. A story about two little bunnies left home alone for the first time as their mother went to the shop for carrots. In this story, the two little bunnies had been reminded that they were not to open the door to anyone, not even someone they thought they knew. I think you can guess where this is heading, well the bunnies let in a fox that sounded sweet only to have him chase them through the house and just as he was about to eat one of the bunnies, mama came in just in time to save the day. My mother, who worked many long hours, knew that one day she would have to trust my brother and me to be home alone after school but didn’t want to bombard us with the same kind of message we were already receiving at school and could possibly be complacent to. She was able to take a crucial message and craft it into a story to tell my young brother and me. She knew that she would have 4 our undivided attention during our bedtime story, and she took advantage of those moments. Was this story traumatic? Possibly. Effective? Definitely. I still find myself thinking back to that story when my doorbell rings.

Stories play an essential role in our everyday life. They can affect how we communicate values, ideas and connection. Used effectively, it can draw your audiences into your brand’s narrative and make your content relatable. It can be a powerful tool in convincing and converting your audiences (Ade, 2019), And just like the bunny story, it can influence their thoughts and behaviours (Ade, 2019). With the rise of the internet and social media, storytelling has transformed the way PR practitioners connect with audiences. The digital world has created a place where stories can take a life of its own and be shared at a quicker rate than ever before (Buckler, 2017).

Changing the Way We Share Stories

Digital storytelling doesn’t change the way we tell stories, it changes the way we share them. It enhances the stories. It is only successful when the story is shared or when we see our audiences engaging and sharing their own stories. It creates a living conversation that appeals to human emotion. The more compelling the story, the more audiences feel connected to the organization. That connection can help you and your organization stand out in an online world filled with noise. You want people to notice your story and share it or their own? You need to know how to craft your story but also where to share it. 6 Social media has changed the way the PR industry connects to its audiences and changes the way we share stories. Did you know that 56 percent of executives say digital engagement with customers is at least a top ten company priority? Or that 61% report that social media improves a brand’s reputation? (Allagui & Breslow, 2016).

The reason why I keep bringing up social media is because social media platforms have become the platforms that our audiences are using to connect to one another and ultimately to us. Therefore, more and more organizations are focusing their business efforts on social media campaigns; however, digital storytelling is at the centre of an effective social media campaign. Through stories, audiences not only become aware and interested in the campaign but become engaged in it (Allagui & Breslow, 2016).

What Do You Need To Stay Current?

I’d recommend that new PR practitioners have “some technical competencies like the ability to use social media are important but more important are the traditional skills including writing, communication and strategic thinking.” You need to know your organization, know your audience and understand which digital platforms to use and which to ignore. Do not be afraid to update your skills. More and more people are turning to visual media to get their information, telling your story will require you to find creative and visual ways to tell it. Take courses on digital media and storytelling, learn how to use the film feature on your phone, take a photography class, anything that will enhance your organization’s story and take it to the next level.

Do you think digital storytelling has changed how we practice public relations? I would love to hear your thoughts in the comments.