Why Organizations Should Tell Their Own Stories First
The lightning speed at which information now spreads makes controlling the narrative more important than ever.
Telling your own story first is an effective way to do it.
It goes by different names. Some call it brand journalism, others call it corporate storytelling. Whatever you call it, this proactive approach can create a robust reputational foundation that not only helps prevent issues but also provides a framework for effectively managing them if they do arise.
David Estok, a Senior Fellow with The Tantalus Group, offers valuable insights into why organizations should take the reins and tell their own stories first.
“Be first or die,” Estok says. “If someone else tells the story about you first, it’s very hard to change the narrative, and very hard to change what people think about the narrative.”
Through storytelling, you can turn reputation management from a reactive process into an ongoing, strategic effort to shape and maintain a positive brand image.
Why Being First Matters
When you tell your own story, you set the tone and context. You highlight the aspects that matter most to you and ensure that your audience hears your side before any external interpretations can muddy the waters.
Here are just a few of the benefits:
Shape the Narrative
By consistently sharing authentic stories about your brand’s values, mission and positive impact, you create a strong foundation of goodwill. This narrative acts as a buffer against potential negative incidents, providing context for stakeholders to interpret future events. You choose the focus, the tone and the key messages. This proactive approach helps prevent misinformation and misunderstandings from taking root.
Build Trust
Transparency and authenticity build trust with your audience. By telling your own story first, you show that you have nothing to hide and are willing to share the full picture. This accumulated trust can be invaluable when facing a crisis, as stakeholders are more likely to give you the benefit of the doubt.
Address Issues Head-On
In times of crisis or controversy, being the first to communicate allows you to address issues head-on. It’s an opportunity to provide context, explain your actions and outline steps being taken to resolve the situation. This can help mitigate damage and preserve your organization’s reputation.
Educate Stakeholders
Use storytelling to inform your audience about complex industry issues or challenges. This can help prevent misunderstandings that might lead to reputational damage.
Demonstrate Values in Action
Share stories that illustrate your brand’s values being put into practice. This reinforces your commitment to these principles and can provide a strong foundation during challenging times.
Create a Community
Use storytelling to foster a sense of community among your customers and stakeholders. A loyal community can become advocates for your brand during potential crises.
Practical Strategies for Telling Your Own Story
So, how can you effectively tell your own story and ensure it resonates with your audience? Here are some practical strategies to consider:
Be Creative and Curious
Find unique angles and interesting details that make your story stand out. There are real people in your organization, and among your clientele, who bring your brand proposition to life and humanize it. Find them and tell their stories.
Implement a Story Mining Process
Establish a systematic approach to uncover these compelling stories within your organization. This could involve regular check-ins with different departments, setting up an internal story submission system, or conducting periodic “story workshops” with employees. Train your team to recognize potential story opportunities in their day-to-day work, ensuring a constant supply of authentic, relevant content for your brand journalism efforts.
Develop a Storytelling Framework
Every great story has three key elements: people, purpose, and place. According to Estok, these “three P’s” are the foundation of compelling storytelling. Ensure your story ideas include relatable characters, a clear purpose, and a vivid sense of place.
Create an Editorial Calendar
Develop a structured editorial calendar that outlines your storytelling content for the next 3-6 months. Include a mix of employee spotlights, customer success stories, behind-the-scenes looks at your operations and thought-leadership pieces. This ensures a consistent flow of diverse, engaging content that aligns with your brand narrative and business objectives.
Use Multiple Platforms
You have countless platforms available for sharing your story. Choose the channels that best reach your audience and adapt your message accordingly. Remember, different platforms require different storytelling techniques.
Overcoming Internal Challenges
One of the common challenges PR professionals face is balancing creativity with corporate risk aversion. You might run into internal resistance from legal teams, HR departments and other stakeholders who have concerns about transparency and messaging.
Estok acknowledges this challenge, but stresses the importance of building trust and demonstrating success.
“You get by that nervousness with trust,” he says. “Have you had a track record of success where you’ve done it before? Build the trust and then go back and say, ‘This worked out OK.’”
The ability to tell your own story effectively is more important than ever. By embracing brand journalism and strategic storytelling, you’re not just creating content—you’re building a narrative that resonates with your audience, reflects your values and shapes your reputation.
Remember, every organization has unique stories waiting to be told. By uncovering these stories and sharing them thoughtfully, you can create a powerful, lasting impact that goes far beyond traditional marketing efforts.
So, take that first step. Start listening, start exploring, and start telling the stories that truly matter to your organization and your audience. The narrative you craft today could be the foundation of your success tomorrow.
