Humans are mortal, but stories live on forever.
Two months ago, I lost something irreplaceable; the key to my very existence, literally. I’ve been struggling with it ever since and despite all evidence to the contrary, I believe my life will never be the same again.
I lost my mum.
You’re probably thinking – too dark for a Campaign op-ed. Or too personal to put out on a public forum. Some would say oversharing.
But no, I think it’s too real. And that’s usually the problem; a good problem though. Why? Because this is where the magic lives – in our shared human experience.
My very human mother may have passed, but through stories she lives on forever.
Stories are powerful – a power that isn’t used enough by clients in the world of public relations (PR).
I can’t say this enough but in today’s rapidly evolving business landscape, PR plays a crucial role in helping clients build trust and credibility through authentic storytelling. The importance of connecting with audiences via compelling stories that resonate with their values and cultures has never been more important. Telling real human stories has always been key to the success of narratives throughout history. Everything we know is from stories that have been passed down from generation to generation.
Last month at our game-changing PRCA MENA Annual Conference, we had some brilliant storytellers who took to the stage and captivated the audience through a set of carefully honed storytelling skills. I witnessed similar magic at a Think Equal event a week later and then again last week at a Women in Power event at the Coca-Cola Arena in Dubai. All their stories had three things in common:
A human condition
Each story strummed our pain by tapping into a common human experience. Not only did it build trust through a shared experience, but it also captured the imagination – a topic that honestly needs its own column.
Trust is the cornerstone of any successful brand. In today’s interconnected world, where consumers are increasingly skeptical of corporate motives, responsible PR helps clients develop campaigns that demonstrate transparency, authenticity and commitment to the communities they operate in.
Not only can PR open up a two-way conversation between client and audience, but through targeted campaigns, it can also encourage clients to actively listen to community concerns, respond meaningfully and hold up a mirror to be responsible corporate citizens.
For example, a PR campaign could spotlight a company’s involvement in local initiatives – such as sustainability programs, charity work or local employment initiatives – showcasing the brand’s genuine investment in the region’s well-being. This can be carried further afield by helping clients demonstrate their value to the local community.
Through grassroots storytelling and collaborations with local influencers, community leaders or NGOs, PR can help to position clients as approachable and responsible, rather than distant corporate entities.
The power of personalisation
An interesting thread that ran through all the stories we heard was that they’d all been personalised to suit the audiences they were meant for.
PR can enhance storytelling and trust-building by personalising content to address issues within their audiences. Through the use of data and analytics, PR can understand the local market’s sentiments and concerns and craft personalised content that speaks directly to the hearts and minds of the audience.
Clients in the region have an incredible opportunity through PR to help elevate their storytelling and empower them to build lasting relationships with their audiences.
Powering up storytelling through the prism of local culture
The key to successful storytelling is the ability to craft narratives that resonate with both local and global audiences. PR agencies in the region are uniquely positioned to blend local culture with global best practices because they have a lived experience.
They can help clients navigate cultural nuances while ensuring their message aligns with broader, universal values. For instance, a campaign targeting Middle Eastern consumers may emphasize values such as family, hospitality and respect for traditions, while also addressing contemporary issues like technology and innovation.
The same campaign could be adapted for global audiences by incorporating broader themes like empowerment, sustainability or social progress, reflecting global best practices.
In an increasingly polarized world, trust is more valuable than gold, or coffee for that matter, and the only way to build trust is to narrate authentic stories through well-crafted content. After all, let’s not forget the old saying – ‘Content is Quing’.
By Conrad Egbert, Head of PRCA MENA.
