Robbie Vorhaus: Public relations
is a form of classic storytelling, but for business. It is
pure non-fiction—truth—told in the exact same
context as any other story form, such as movies, novels, advertising
and journalism. Essentially, storytelling, and that includes
PR, is having a point of view or theme, focusing on one person
or thing (the hero) and taking your audience on that hero's
journey through trials and tribulations to arrive at some
new point. It doesn't matter if you're promoting a country,
company, product, person or cause; if you tell the story with
the same structure, elements, archetypes and path of all great
stories, your message will be heard and acted on. And, in
business, whoever tells the best story wins.
APR: What are the components of
an effective story?
RV: First, you need a strong beginning, which
is always the hero's ordinary, believable world. Then, add
the middle, which is the hero's journey into some extraordinary
world. And the end is the hero's return to his ordinary world,
but changed, very changed. Other components of an effective
story are a compelling point of view or theme, such as "nothing
takes the place of persistence" or "true love never
dies" or "it's all in the delivery."
APR: What is an example of storytelling done
well?
RV: In fictional storytelling, “Titanic,”
“Ghost,” “Romeo & Juliet” and
“West Side Story” are exactly the same story:
true love never dies. In classic storytelling for business,
I immediately think of Domino's Pizza: A young man who grows
up in an orphanage goes into the Marines, returns and buys
a small pizza store in Ypsilanti, Mich., thinking he can make
more money delivering pizza than waiting for customers to
come to him. He opens other stores, buys out his brother for
the price of a Volkswagen car, and builds the company into
a US$3.3 billion dollar global enterprise. He sells it for
US$1.1 billion and is quoted as saying, "I want to give
all my money away and die broke." The theme here is:
Nothing takes the place of persistence.
APR: What is an example of storytelling done
poorly?
RV: Walk with me through any news organization's
assignment area and pick up any of the hundreds of recently-faxed
press releases. I visit my friends at newspapers, network
and local news organizations, and radio stations, and I'm
stunned at the poor grammar, spelling errors and complete
lack of any apparent writing skills. There is a huge disconnect
between journalists and public relations practitioners because
of the lack of writing skills and storytelling ability. Imagine
some unkempt person walking up to you at a party and saying
in a monotone voice, "Hi, my name is Bob. Let's talk
about me."
APR: How does one develop storytelling skills?
RV: First, stop trying to sell. Learn how
to engage an audience, not manipulate it. Second, read some
books on non-fiction writing and journalism. My favorites
are still "On Writing Well," by William Zinsser,
and "The Elements of Style," by Strunk and White.
Finally, practice. Find someone who has no vested interest
in your story and tell it. Be prepared for what that person
has to say. In comedy, the saying is, "if they don't
laugh, it's not funny." In PR, the same is true. If your
audience doesn't get it, they won't buy it. "
APR: Are clients receptive to the storytelling
approach?
RV: Usually, CEOs who understand the importance
of telling their brand story to a myriad of audiences, such
as customers, media, employees, analysts, the trade, government
and even competitors, find our approach exactly in line with
their goals. For example, Buick, the company that started
the world's largest corporation, General Motors; Bertolli,
a 100 percent agricultural product, the world's leading olive
oil; and Lipton, founded by Sir Thomas Lipton, the world's
leading tea brand, all have magnificent stories that deserve
to be told well.
APR: How do the media respond?
RV: Both the media and clients are happy.
The media get a good, compelling story; clients get incredible
coverage. It's win-win.
APR: What's your best storytelling tip?
RV: Know your story, know your audience,
and tell your story better than anyone else. And don't forget
to smile.
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