• 15Oct
    Good storytelling requires empathy - being able to walk a mile in her shoes

    Good storytelling requires empathy - being able to walk a mile in her shoes

    From the earliest days in my professional career as a trade journalist through my years in public relations and marketing, I have learned that the crux of good communication is building empathy through good storytelling. You need to develop a connection with your audience and understand what they will be interested in – what they need to know. You need to have empathy, project yourself into the situation of your reader. In short, you have to understand what it feels like to walk a mile in their shoes.

    This is why good PR is about good storytelling. You are talking to people about issues that concern people. Whether you are talking about the economy or the latest computer product, it all ties back to how it affects people.

    I have been doing a lot of press briefings lately with senior executives who seem to have trouble making that empathetic connection with their audience. They are so busy trying to hammer their message home and justify features, benefits, and ROI that they forget they are talking to people. They forget that the reporter has to come away with something to report, which means the executive interviewee should be making an empathetic connection on two levels; a) understanding the writer’s audience and what they need to know, and b) understanding the reporter’s needs and what it takes for him to write an interesting story.

    So I want to share an excerpt from a presentation by Robert Deigh, author of “How Come No One Knows About Us? The Ultimate Public Relations Guide: Tactics Anyone Can Use to Win High Visibility.” If you can make the personal connection by telling a compelling story that is about people, and you will have delivered your message. How do you build empathy with your audience? Leave a comment and share your thoughts.

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    Posted by Tom Woolf @ 2:00 pm

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