‘Storytelling informs and entertains, but strategic storytelling is purpose-driven’

At the e4m PR & Corp Comm 40 under 40 Summit 2024, industry leaders discussed ‘Mastering the Art of Strategic Storytelling’. The panelists include Rafi Q Khan, Founder, Compass Communications, Atul Raja, International Marketing Consultant and Brand Strategist, Neeru Dhawan, Head of Corporate Communication, UFLEX Limited, Abhishek Gulyani, Managing Director India and Head of Corporate Affairs, Asia Pacific, Zeno Group, moderated by Ritika Upmanyu, exchange4media.

Abhishek defined the difference between strategic storytelling and storytelling. “Storytelling informs and entertains, but strategic storytelling is purpose-driven. It shapes narratives to influence audience behavior. In communications, this is essential. Even among similar audiences, information is consumed differently, and that’s the true opportunity and beauty of the communications field today,” he elaborated. 

After this, Neeru stated a remarkable example of strategic storytelling, “"A great example of storytelling’s power is Vikram and Betal or Scheherazade where stories were a means of survival.” She mentioned that the essence of storytelling hasn’t changed; what has evolved is the sheer volume of media and the speed at which information spreads in our hyper-connected world. “For global brands, this means navigating a landscape where narratives can quickly spiral out of control, and fact-checking is unpredictable. Engaging audiences remains key, whether through themes of diversity, sports, or culture,” Dhawan further added.

Atul quoted, “Storytelling is perhaps one of the biggest differentiators in marketing communications today. It is actually putting your imagination to the test with characters and plots, simplifying complex, scientific, and difficult topics for the common understanding of all. I think mothers have been the most strategic storytellers, and they have been the most successful in that.”

Rafi explained the four elements that are important in every business while planning their strategic storytelling like getting the finance to do your business, getting people who are going to work for you, getting people to buy your products or services, and the government to facilitate your business. “So, your storytelling over the years has still remained the same, except that this has further been divided into different platforms that have emerged,” he started.

Neeru talked about the role AI and technology play in shaping storytelling strategies and beautifully elucidated its emergence by quoting an example, “I would like to give an example of an insurance company. Incidentally, I used to work with Cigna, and insurance is a very dry subject. Using AI, we built an algorithm and collaborated with one of the world's best digital artists to create what was called a stress diagnostic machine. While it wasn't a substitute for an ECG, it came close. This machine used gadgets to assess stress levels, and a portrait was generated where different colors analyzed and reflected those levels. The colors changed based on factors such as caffeine intake or rest. Instead of simply talking about insurance and why it was important, that one portrait opened so many doors for us all over the world. It was a beautiful mix of AI, technology, and emotional connection.”

Raja addressed the mistakes strategic storytellers make while crafting their stories and explained that the first mistake that happens in storytelling is too much focus on "me", too much of the brand, too much of the product, and too much emphasis on product characteristics and highlights. The second mistake brands make is an excess of emotion that makes the narrative overly sentimental or dramatic. Thirdly, there is too much data that can overwhelm the audience with information instead of creating a balanced and engaging story.

“In today's world, complete control over your story doesn't remain with you anymore. Your customers and your audience become a part of that storytelling. However, you don't lose the core messages of the story you want to tell.” - Rafi Q Khan

Rafi advised the emerging professionals to read more because he believes that PR is all about reading. The more you read, the fewer mistakes you will make when you do stories. 

Next, Neeru firmly guided, “I think one of the skills that is required for PR professionals, and it's not limited to storytelling, is to be able to call out, whether it's your executives or your spokesperson, and to be able to stand there and stand your ground because that is how you ensure that there is authenticity.”

Gulyani concluded the discussion by saying that professionals need to understand their audiences really well and define them clearly. Also, using a lot of data and insights helps in building effective storytelling. And lastly, having a very clear and concise story that is tailored to each audience ensures better communication and engagement.