The Power of Curiosity and Attentiveness in PR
Communicators are finding the content world quite crowded these days. Great content has become just as important as having the right connections or the perfect pitch.
The ability to uncover and tell compelling stories can set you apart from the crowd.
At its core, great storytelling in PR hinges on two essential traits: natural curiosity and attentiveness. These qualities will help you find the extraordinary in the ordinary.
The Importance of Curiosity
Curiosity is the spark that ignites the storytelling flame. It drives you to dig deeper, ask more questions and seek out the hidden gems within seemingly mundane topics.
David Estok, a Senior Fellow with The Tantalus Group, emphasizes the value of curiosity in storytelling. He recalls being in a store years ago and stumbling upon a magazine published by a shoe company.
“Do you think anybody would ever wanna read a magazine about a shoe company? I mean, their shoes all look the same,” Estok mused. Yet, the magazine’s stories about sourcing leather, hand-building shoes and the longevity of the product caught his interest.
Curiosity can transform a simple subject into a captivating story.
Attentiveness: The Listening Superpower
While curiosity leads you to the story, attentiveness ensures you capture it accurately and engagingly. Being truly present and listening to the details can uncover the nuances that make a story compelling.
Estok, who has also edited newspapers, shared his experience of reading countless stories daily in his career. The ones that stood out were those that offered something new or presented familiar information in an unexpected way.
“Tell me something I’ve never heard before,” he says.
This mantra can guide you in creating stories that grab attention and leave a lasting impression.
Finding Gold in a Constrained Environment
Many PR professionals work within large, risk-averse organizations where creativity can be stifled by bureaucratic constraints. Yet, even in these environments, curiosity and attentiveness can help you uncover compelling stories.
Maintain a natural inquisitiveness. Sometimes you have to pretend to be interested and keep asking questions until genuine interest develops, Estok says.
By paying attention, you can discover the hidden stories within your organization. This might involve talking to employees about their personal experiences, exploring the origins of a product or delving into the impact of a seemingly routine project.
The key is to remain open and attentive, allowing the story to reveal itself.
Practical Tips for Cultivating Curiosity and Attentiveness
Ask Open-Ended Questions
During interviews or casual conversations, ask questions that encourage detailed responses. Avoid yes/no questions and instead, delve into the ‘how’ and ‘why’ behind a story.
Observe Your Surroundings
Pay attention to the details in your environment. Whether it’s a unique office decoration or an interesting process on the production floor, these observations can lead to intriguing stories or simply add extra colour to the one you’re working on.
Engage with Diverse Content
Read widely and diversely. Explore topics outside your usual areas of interest. This can broaden your perspective and inspire new angles for your stories.
Practice Active Listening
Focus on the speaker without interrupting. Take notes and reflect on what’s being said. This not only shows respect but also helps you capture the essence of the story. Don’t be afraid to ask follow-up questions and get your subject to dive deeper.
Stay Curious
Approach every task with a sense of curiosity. Even if the topic seems mundane, challenge yourself to find an interesting angle. As many news editors have pointed out, there are no dull stories—only dull storytellers. Remember, if you can find something intriguing about it, your audience likely will too.
Embrace Your Inner Detective
Think of yourself as a detective on a mission to uncover hidden stories. Every person, product, or process within your organization has a tale waiting to be told. Your job is to find it.
Remember, the most compelling narratives often lie beneath the surface. Don’t be satisfied with the first layer of information you receive. Dig deeper, ask probing questions, and follow your instincts when something piques your interest.
As you hone these skills, you’ll find that your storytelling abilities naturally improve. You’ll begin to see connections and angles that others miss, giving your content a unique edge in a crowded marketplace.
Ultimately, embracing your inner detective is about more than just finding good stories—it’s about developing a mindset that sees the extraordinary in the everyday.
