‘Great storytelling is about perspective, and perspective is a choice’

At e4m PR & Corp Comm Masterclass, Niagara Tonolli, Digital Marketing and Communication professional and Documentary Filmmaker, spoke about the power of storytelling across public relations and documentary filmmaking. 

Tonolli opened her session by exploring what makes a story compelling—what drives people to connect, engage, and take action. In PR and marketing, storytelling shapes perceptions, builds trust and makes people care. It is the art of crafting narratives that bring brands to life. However, storytelling is not just a tool for engagement. It is also a responsibility. Whether in marketing or documentary filmmaking, one must decide how to frame a story. Is the goal to chase sensationalism, or is it to create narratives that resonate, inspire, and empower?

Drawing from her experience in both fields, Tonolli shared that the most powerful stories are about what is shown but how they are framed. The key question for any storyteller is: What is important for the audience to see, understand, and feel? The impact of perspective is crucial — whether it is about encouraging compassion, inspiring action, or empowering people through a product or service.

She illustrated this with a deeply moving documentary she filmed in 2022, before the war in Palestine. The documentary focused on women who wanted to have children while their husbands were imprisoned in Israel without the right to conjugal visits. In an act of defiance, these women found ways to smuggle sperm out of prison and conceive through IVF. The children born from this process were called ‘Ambassadors of Freedom’.

Tonolli had the choice to frame this story in multiple ways. She could focus on the desperation and hardships of the women raising children alone or highlight the resilience and hope in their defiance. She chose the latter. The story was not about despair but the determination to continue life and fight oppression through existence rather than weapons. “That’s the kind of stories I want to tell with my documentaries,” she said. 

She extended this idea to branding and communication. In a crisis PR campaign, a brand can focus on damage control or highlight growth and change. A marketing message can push the fear of missing out or inspire people to be part of something bigger. Great storytelling is about perspective, and perspective is a choice — one that comes with responsibility.

“No matter the medium, the strongest stories have the same principles. You want people to connect with people, not concepts. For example, if you have a bank campaign about sustainability, it wouldn't be compelling until you know how it will be able to change one person's life. Second is the power of images. Images can make people feel,” she explains.

She shared another story from a documentary she filmed in Armenia about refugees from the lost territory of Artsakh. A young man she met could not articulate the pain of leaving his home, but he asked her a question that still haunts her: “What sound does a door make when it closes for the last time?” That single question painted an entire story. Instead of describing his loss, she captured it through imagery — a small room, an old suitcase, dried flowers in a beer bottle, and a suit hanging in the corner. The story was told without words, yet it was profoundly felt.

In marketing, the same principle applies. Instead of stating that a product is life-changing, show how it fits into someone’s life. Instead of listing company values, illustrate them through actions. Sensationalism fades, but stories that inspire endure.

Tonolli concluded with a thought-provoking reflection: Whether in business or media, the most impactful narratives are those that do not merely capture attention but challenge perceptions, inspire action, and reshape the way people see the world. Storytelling is one of the most powerful tools that marketers and communicators possess, but with that power comes great responsibility. “Are we just selling, or are we building trust? Are we chasing attention, or are we creating lasting impact? Are we telling stories that will be forgotten, or stories that truly matter?” she asked.

She ended with a personal note: “People often ask me how I find the stories I tell in my documentaries. The truth is, I don’t choose the stories; the stories choose me. Something sparks curiosity, a photograph, a book, a moment — and I feel compelled to tell it.”

Tonolli left the audience with a powerful message: Storytelling is more than strategy, content, or selling. It is influence. It is impact. It is change. It is responsibility. She urged the audience to continue telling stories with passion and purpose, ensuring that their voices and narratives create a lasting impact.