Nearly every marketing and communications thought leader has written about the importance of storytelling for the past two decades. Many reference that storytelling is a tale as old as time, from cavemen etching narratives on cave walls to bedtime stories passed down generations, to the biggest brands leveraging its power today. Storytelling transcends time, culture, and medium, making it one of the most potent tools for human connection, and therefore business success.
Still, the gap between brands using storytelling in their marketing communications strategy, and those not, is staggering. We can all agree that mega-brands like Apple and Coca-Cola have storytelling infused into their brand DNA brilliantly. And there are others, too. But most brands still struggle with storytelling, and that is a crying shame. We know better, and we can show them the way.
Top sales performers, whether they know it or not, are masterful storytellers. They use storytelling to entertain (and sell!) prospects and clients. They can tell stories all day long, and they do. Storytelling for them is second nature—it’s what builds rapport, captivates their audience, and ultimately closes deals.
And yet, why do marketers and communicators fall short? We are busy collecting and collating facts, figures, and survey information, and then drafting press releases, case studies, bios, speaking proposals, and boilerplates that are as dry as an overheated New York apartment in winter. Yikes. Maybe we need to trade places with sales.
Great salespeople know that creating an emotional connection is the most important aspect of their job. Emotional connection builds trust and connection. When that happens, wallets come out.
Storytelling is the only way to turn the volume up on emotional resonance.
Brands that fail to use storytelling in their marketing communications strategy are failing to maximize their revenue and stakeholder value. It’s really that simple. To close this gap, let’s refocus and learn from the experts.
Storytelling with Data
Storytelling doesn’t mean leaving facts and figures behind. In fact, data can be a fantastic starting point for storytellers. Every piece of data has a story waiting to be told, and it begins by uncovering the “why” behind the numbers.
Jonny Bentwood, Global President of Data & Analytics and Executive Board Director at Golin, calls himself a data storyteller. “I’m a data scientist, but I become a data storyteller when I combine my science facts with emotion, and that tells the story,” he says. Jonny’s expertise lies in gathering and analyzing data and using it to craft effective stories that resonate deeply with audiences.
Jonny’s team uses cutting-edge technology to mine insights, but what sets them apart is their ability to turn raw data into meaningful narratives. While many agencies also have access to advanced analytics tools, few use the data to tell stories that create emotional connections. This approach ensures the data becomes more than just numbers; it becomes a catalyst for action.
For marketing communications professionals, data isn’t just a collection of numbers—it’s the foundation of powerful stories. But raw data, no matter how impressive, doesn’t evoke emotion or inspire action. The way we interpret, frame, and present data turns it into a meaningful story that resonates with audiences.
Data storytelling isn’t about overwhelming your audience with statistics; it’s about presenting the numbers in a way that creates insights. The goal is to pair data with human experiences, helping your audience feel the impact behind the numbers. People are naturally drawn to stories about overcoming challenges, achieving milestones, or making a positive impact.
Like all master storytellers, Jonny is deliberate and sensitive to how his data stories are told and the timing. Why? Because the recipients are humans, and as humans, we are highly sensitive. Want to educate, persuade, or sell? Master the subtleties of storytelling. Want to overwhelm and bore people? Knock them over the head with pages of numbers and statistics. The choice is yours.
Storytelling in PR
At its core, public relations is storytelling. Every press release, media pitch, and campaign is an opportunity to craft a narrative that resonates with the intended audience. But it’s not just about selling a product or service; it’s about creating connections and building trust.
PR professionals today have more tools than ever to tell meaningful stories. Social media amplifies messages, thought leadership establishes credibility, and partnerships bring narratives to life. However, the challenge remains: cutting through the noise and capturing attention in an oversaturated market.
The answer? Authenticity.
Consumers and journalists can identify insincerity from a mile away. The best PR stories feel genuine because they’re rooted in real experiences and values. For instance, when Patagonia tells stories about its commitment to environmental sustainability, it’s not a marketing gimmick—it’s a reflection of its brand DNA.
To excel as a storyteller in PR, here are some guidelines that will serve you well:
- Focus on people over products. Who are the people behind the brand? Who benefits from your work?
- Use emotion to inspire action. Studies show that emotional storytelling is more memorable and shareable.
- Build stories around shared values. Connect with your audience on what matters to them: sustainability, innovation, or community impact.
Great PR storytelling transforms brands from faceless entities into relatable, trustworthy partners. And in today’s world, trust is everything.
Monique Kelley, Associate Professor of the Practice of Strategic Communication at Boston University College of Communication and CEO and Founder of Monique Kelley Consulting, LLC, says that communications has evolved since the early days of the profession when the emphasis was on three key messages and public relations teams worked diligently with executives to communicate them.
Now the emphasis is on working with the C-Suite to tell stories.
“Stories stay with audiences much longer, whether from presenters at internal town hall meetings, earned news media stories, or owned digital media videos, “ says Monique.
Monique teaches her students the art of storytelling on day one of her Media Strategies & Management class at Boston University College of Communication, having her students introduce the classmate sitting next to them by sharing a story of what that student did over the winter holiday break.
Storytelling with Video
There’s a reason why we are all addicted to Netflix: video remains one of the most compelling forms of content. Video storytelling is essential to a good owned media strategy, yet many brands miss the mark by a mile. They spend heavily on videographers to film conferences, trade shows, interviews, and customer stories, only to upload hours of content onto YouTube and social media, where it goes largely unwatched, not because it hasn’t been distributed properly but because it is boring. There, I said it.
This approach has a terrible ROI. To make video storytelling impactful, brands need to rethink their strategy and give video content the importance it deserves. Here’s how:
- Authenticity. Audiences crave real stories. Overproduced videos with flying logos might have been impressive decades ago, but today’s audiences value genuine dialogue over scripted talks.
- High-Quality Production. While user-generated content has its place, professional-quality video is essential for executive interviews, customer testimonials, and corporate narratives.
- Journalistic Approach. The best video storytellers think like journalists, driven by curiosity and an instinct for uncovering the most compelling elements of a story.
Veteran journalists Joanna Bober and Josh Kessler exemplify this approach as partners at Engine78. Their work highlights the value of impactful storytelling.
Their secret sauce is making their subjects fully at ease in front of the camera and creating an environment that turns them into the best, most compelling versions of themselves. You won’t find spinning logos in their work. You will find deep emotional resonance and authentic storytelling, showcasing “the most valuable asset a brand offers: its human capital.” (Their words, not mine.)
Perhaps the most powerful reason to rethink your video content strategy at this moment in time is AI. With the tsunami of AI-generated video, audiences are looking more closely at the opposite: authentic, high-quality, and creative content. Further, we know that generative search results prioritize quality content. SEO tactics (keywords, H1 tags, backlinks, etc) don’t work for generative search, and the days of traditional search engines are ending fast. Understanding a user’s intent is now even more critical, and serving up great quality content for that purpose is all that matters.
The Bottom Line
Storytelling is what fuels the most effective marketing and communications. It creates an emotional resonance that, in turn, builds trust and drives buying decisions. Authentic and high-quality content is vital for cutting through the noise in an AI-dominated world. Brands that embrace storytelling as a cornerstone of their strategy will thrive, and those that don’t will find commercial success much more difficult.
