Archive for January 2014

Storytelling Tip: The missing ingredient


Storytelling Tip: The missing ingredient

By Jerry Brown, APR
Public Relations Consultant

Storytelling Tip: The missing ingredientA lot of people leave a key ingredient out when they’re telling their story: Preparation.

World-class athletes, actors, musicians and other performers all share one thing in common: They spend many, many hours studying, preparing and practicing before they step in front of the public to perform.

I’ve heard world-class musicians say they feel like they lose their edge if they miss even a day or two of practice. These are people who are among the best in the world at what they do. Are you better than that when it comes to telling your story? Me, neither.

Here are three questions you should always ask yourself as you prepare to tell your story:

  • What’s your objective? What do you want to happen as a result of telling your story? Do you want us to buy something, do something or believe something? What is it? Be specific.
  • Who’s your audience? Unless you corner the market on air so we all have to do business with you to breathe, the answer is not “everyone.” Be specific.
  • What’s your headline? What’s the one thing you want the rest of us to hear, understand and remember? Be able to say it in about 15 seconds or less.

If you’re putting your story into writing, your headline needs to be the focus of what you say. Your headline is what you want us to remember. Everything else is there to add texture and depth.

If you’re delivering your message in front of an audience, even if it’s an audience of one, you also need to practice, practice, practice. Practice until you can deliver your message so it doesn’t sound memorized or rehearsed.

And, of course, editing is also an important ingredient of any good story. What you leave out is as important as what you put in. Be ruthless when editing your material.

We all have stories to tell. Do you need help telling yours?


Jerry Brown, APR, is a public relations professional and former journalist who helps clients get their stories heard, understood and remembered. Need help telling your story? You can reach Jerry at 303-594-8016 |

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