Creating PR ‘Story Arcs’ that Lead Customers Your Company’s Way
August 11th, 2009 by Ann Dalrymple
Although we’re not dramatists, we talk to clients frequently about building story arcs that link the elements of PR, communications and marketing programs. Deciding early in a PR campaign to tell a long-running story, with supporting data, commentary from industry influencers and analysts, and objectives that are measurable, supports demand-generation efforts and illustrates PR’s value to your company’s stakeholders.
Story arcs allow us to manage the ebb and flow of news by creating events or episodes – trends and predictions viewpoints, data analyses, podcasts and more – that take a few big issues or message points and build smaller, component stories that evolve and draw the sustained interest of multiple audiences. This approach creates an opportunity for industry participants to enter into a dialogue with your company’s thought leaders.
Development of story arcs also supports the repurposing and evolution of content assets across multiple channels. Among the approaches we use:
How do you develop stories that hold readers’ interest and provide seed ideas for media?
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