Storytelling in PR: Connecting Brands and Audiences

Storytelling is as old as humanity, and has grown with us from cave paintings to TikToks. Over time, the way we share stories has evolved: myths and legends passed down by word of mouth gave way to printed newspapers, photographs, and film. Today, we have blogs, vlogs, and social media at our fingertips. While the platforms keep changing, the purpose stays the same; stories help us share values, preserve culture, and inspire action.

In public relations (PR), storytelling is more than a creative flair; it’s a strategic tool. It enables us to craft narratives, humanize organizations, and foster trust with our audiences. When used well, storytelling turns communications from simple announcements into experiences that resonate and stick. It’s not a “nice to have”; storytelling for brands today is what makes messages memorable and can even become the spark that gets audiences engaged.

“At its core, storytelling is the art of conveying a message, an idea or some form of information through the use of narrative structure,” writes Forbes in their article, How PR Can Captivate Customers Through Compelling Narratives.

Let’s dive into what makes storytelling so effective, drawing from the insights in that Forbes piece. First and foremost, it creates an emotional connection, the heart of any great story. When we hear about real people, their challenges, and their triumphs, we connect on a deep, human level. That connection is what moves audiences to act.

Storytelling also makes messages more memorable. Facts and figures can wow and inform, but they often fade from memory. A well-crafted narrative turns those facts into something people remember… and share.

Then there’s differentiation. In today’s noisy media landscape, information is everywhere. A compelling story helps a brand stand out, making its message feel fresh, unique and relevant.

Finally, storytelling builds credibility and trust, a pillar of PR. When brands share their values transparently and speak authentically, they earn the audience’s confidence, a critical piece of long-term reputation building.

With inspiration from a past PRSA article (PRSA, The Power of Storytelling in Leadership Communications), here are a few practical tips to keep in mind when crafting stories for your brand:

• Know Your Audience: Understand who you’re talking to and what matters to them.
• Lead with the “Why”: Explain the purpose behind actions, campaigns, or decisions.
• Be Authentic: Use real voices, employees, customers, leaders.
• Humanize the Message: Share relatable challenges, not just polished wins.
• Maximize Data but Wrap It in a Narrative: Numbers give credibility, but stories give meaning.
• Choose the Right Medium: Blogs, social, press releases, events – select the right channel for the story.

Brands that embrace these principles often see stronger audience connections and engagement. For example, Airbnb has built much of its strategy around sharing the real stories of its hosts and guests. Their campaigns feature authentic experiences such as hosts helping families reconnect for the holidays to travelers finding a sense of belonging in a new city. By focusing on these human moments rather than just the transaction, Airbnb turns its platform into something personal, memorable, and trustworthy.

Storytelling isn’t fluff — it’s what transforms PR from broadcasting information to building connections. Take a moment to think about the story you’re telling on behalf of your organization or your clients. What perception are you delivering to the public, and how can you refine it to create a stronger, more authentic connection? When brands commit to authentic storytelling, they don’t just inform their audiences; they inspire loyalty, advocacy, and long-term trust. Great PR starts with a great story. At S&A Communications, we help brands uncover, craft, and share the narratives that inspire action and build trust. Let’s start telling yours.