Storytelling Tip: Keep it fresh


Storytelling Tip: Keep It Fresh
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: Keep it freshHas your message gotten stale? If so, it’s time to freshen it up.

My favorite bread gets stale in a day. Bananas are pretty dicey after a week. And, despite jokes to the contrary, even Twinkies had a shelf life. So does your message.

Good storytellers pay attention to how their audience reacts. They want to know which parts of their story resonate with their audience and which parts don’t. And what works today may not work tomorrow.

The fact is most businesses evolve, including yours. Your audience is evolving. And what you say about your business needs to evolve, too.

Some businesses update their messages weekly or even daily. This week’s sale will be old news by next week. For others, once or twice a year may be often enough.

How often do you need to change your story? That depends on you, your business — and the people you’re trying to reach.

If your business changes quickly and often, your message needs to change quickly and often. If your business doesn’t change, or the changes happen slowly, you probably don’t need to change your message very often, either.

But, just like Twinkies, your message does have a shelf life. Don’t let it get stale.


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. Missed it on the air? Listen to the archived tips.

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