Storytelling & PR

‘Stories are the communal currency of humanity.’

Tahir Shah, (author, In Arabian Nights)

This blog is based on a Masterclass by Ms Kavita Lakhani, Director of Operations, Weber Shandwick, at SCoRe on 26th Feb’2022.


Blake Lively’s dress at the MET Gala 2022 was all the rage! She paid homage to the architecture of New York through her dress, keeping in tandem with the “Gilded Glamour theme”. In the stunning dress, my feed went bonkers with Lively’s dazzling smile! 

The copper-teal dress was a tribute to the patinated Statue of Liberty and other New York landmarks. Detailed with the constellations on the Grand Central ceiling and the iconic Empire State building, the design hit home with heartwarming tributes to New York culture and heritage! And Versace hit a home run with it! Whilst marvelling at the genius that it was, I struck upon a thought- Lively’s dress was lauded because it told a story. Versace saw a creative opportunity to exude Americana on a dress!

Storytelling is and has been crucial to our upbringing. As kids, our elders told stories that entertained us, enthralled us and finally put us to bed. They used tales and folklore to shape our morals through impactful classics. Books became our best friends before screens took over.

 Great storytelling is an unfailing mix of bold content that is both; purpose-driven and meaningful. This formula is the bedrock of any communication any organisation makes. A business is an agent of the economy in many ways- generates employment, facilities education, and infrastructure, and solves problems. PR is not just limited to the dissemination of information. It holds the reigns to how information is served. We, through PR, can help influence and impact with expression. 

 Impact springs from reliability, balancing the scale with relevance and emotion. Feeling included and recognised will stimulate genuine relationships with stakeholders. A great relationship is ‘give and take’, if not equally but well enough. An integrated approach is the best road to take in creating campaigns that are high on impact. Time determines relevance. Choose the right time and the right person to tell that story. A smoker cannot narrate a fire-hazard story! Getting the right person to tell the story will further influence perception. 

PR does not merely shape an economy. It fosters a society! The secret of a tree’s growth is in its roots. Creating bold, diverse, representative, and meaningful campaigns is the key to standing out from the competition. 

Remember: “They will hear, when they are heard.”


Author: Digital Onca

Digital Onca is a blog that documents the concepts of Digital Marketing and Public Relations. Digital Onca is the effort to stay with the times, understand more deeply, more closely the working of a digital space that is steadfastly emerging around us.

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