I’ve been pondering the positive viewpoint, which is what really comes across in the article I read. It stirred an emotional connection and proves that an inspiring story not only touches people, but can also motivate. Donations have helped Stephen raise more than £3.2 million for charity, surpassing his original goal.
In PR the storytelling model is well defined. Brands communicate their story (which incorporates products and services) in order to facilitate and build relationships with customers. Real human stories will always trump and be more valued than constructed campaign storytelling. It makes sense as they have real people at the heart that real things are happening to so there is a real emotive connection. However brand storytelling can strike a chord and is a useful method to raise awareness, engage with customers, maximise exposure and build rapport.
I have to say there is something about reading a story with heart and positivity that leaves a big impression. More brands need to take a step back, dig deep, find the emotional connection and share the positivity- it’s powerful.