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PUBLIC RELATIONS

The importance of positioning your brand through PR storytelling

By our News Team | 2021

Telling the story of your brand to reflect its value in a fascinating manner. That’s PR storytelling.

The payoffs in PR storytelling are numerous when done properly. Agencies will continually enjoy earned media, perpetuate their (or their clients’) brand voices and create brand love. 

“Investment in PR storytelling is highly advised,” writes Stanley Olisa, a strategic communications consultant from Lagos, Nigeria. He says that, according to a Global Communications Report published by the University of South California’s Centre for Public Relations, storytelling tops the list of communication tactics in modern public relations. 

The reason for this is simple: People are becoming more aware of direct and conventional marketing strategies, making them impervious to these strategies – to the point that they avoid them.

Olisa offers some tips for the ideal story:

PR Storytelling

Photo by Rain Bennet @ Unsplash

Emotions: “When creating a PR story, think about how it will evoke emotions. Your storytelling should stimulate the desired emotion. People [seldom] forget how you made them feel.”

Be genuine: “Use real characters for credibility purposes. Do not fake or exaggerate the brand story – tell it as it is. People are quick to tell when a brand isn’t authentic.”

Be factual: “Back up your product claims with facts and statistics in your storytelling. This reinforces your narrative and can capture the interest of your target audience.”

Multiplicity of channels: “It’s always more effective to employ a variety of platforms and a mix of different content formats to tell your brand story. Use traditional media, blogs, social media and websites.”

Emphasises Olisa: “The point is that, with storytelling, you can activate more areas of the brain than [with] statistical information or basic factual content. Your audience will immerse themselves in the subject of your story, if engaging and relatable. That becomes the starting point of attitudinal/perception/behavioural influence.” 


Source: Marketing Edge, Nigeria

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.