Storytelling Tip: Use the Big 4


Storytelling Tip: Use the Big 4
Today’s tip from JerryBrownPR’s Tips for Telling Your Story on the Experience Pros Radio Show
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By Jerry Brown, APR
Public Relations Counsel

Storytelling Tip: Use the Big 4

Today’s storytelling tip from JerryBrownPR

Not sure how to tell your story so it gets heard, understood and remembered?

Use the Big 4 — four ways to tell your story that increase your chances of grabbing our interest:

Solve a problem / create an opportunity: Flip sides of the same thing. What problem can you help us solve? Or what opportunity can you help create for us. If it’s a problem that affects a lot of people or an opportunity a lot of us are interested in, then a lot of us will be interested in hearing what you have to say — and maybe acting on it.

Provide useful information (tips): Offer useful tips to increase interest in your story. Five ways to lose weight. How to conduct business on the golf course. How to avoid long lines at the airport. Providing tips the rest of us can use is a good way to establish your expertise.

Identify a trend: More specifically, tell us how the trend affects us and how we can take advantage of it or avoid being hurt by it.

Help the community: Charity events, for example. If your event or organization helps enough people, some of us may be interested in contributing to your cause.

When I’m trying to find a way to help clients tell their stories, I ask myself if there’s a way to fit their story into at least one of the Big 4 — and how I can do it in a way that will interest as many people as possible.

That’s my two cents’ worth. What’s yours?


Jerry Brown, APR, is a public relations professional and former journalist. He specializes in helping clients develop the content they need to tell their stories. He also helps them develop strategies for getting their stories heard, understood and remembered. And he provides media training and presentation coaching for clients who need to tell their stories to reporters or in front of an audience. 303-594-8016 |

Listen to Jerry’s Tips for Telling Your Story every Tuesday at 11:05 a.m., Mountain Time, on the Experience Pros radio show on KLZ 560AM in Denver or at on the Internet.

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