While I often respond with something vague and oversimplified, like “Everyday looks different, but whatever our clients’ need!” the truth is, the giant umbrella of what we do at Sabo PR and how we help our clients can be boiled down to one word: storytelling.
While the mission of storytelling can be straightforward and clear, the path to conveying your unique, singular story through a website or business card can be difficult. You know your story, but reflecting that in your communication can be a challenge.
Below are three tips to help you tell your story:
Define Your Story
Pull out your company’s mission statement, vision and values. Certain words should leap out to you of what your story is – the tone, energy and purpose should all be there. What are the key words and phrases that make you say, “Yes, this is what we’re about.”
Don’t have a mission statement, vision and values? Stop what you’re doing and develop them – or ask us to help. If you don’t have goals, what accomplishing your goal means and why your goal is important, no one else will either.
Once you have a clear mission, vision and values, the next step would be creating brand guidelines, especially if you work in a large company or have multiple locations and departments. Brand guidelines define your communication look so that everything from your firm looks cohesive and professional. Everything from company colors and fonts to letter sizing should be addressed in the branding guide.
Mind Your Medium
Once you’ve established what kind of story you have, the next step is to determine how to best convey your message on the many mediums available to you. While your story won’t change, the way you tell it will depending on what platform you use.
Consult your resident PR experts at Sabo about how best to tell your story. Does your website reflect the real-life experience of walking through your doors? Do you hand a brochure to potential customers at a conference? Is your target demographic crazy for Snapchat? Once you can answer which medium will serve you best, the language and visuals on each of these should point back to your story.
Don’t Do Everything
This goes hand-in hand with “Mind Your Medium,” but it’s so important I had to give it an entire section. Browse any marketing article or business blog and you’ll read something that says, “You MUST use social media” and “Social media is where it’s at” or “If you’re not on social media, your company will fail!”
Yes, social media is an incredible tool that allows you to strategically reach and engage with your consumer base. However, this does not mean you have to be on every single social media platform.
Unless you have a full-time marketing director updating your seven accounts and responding to comments, trying to maintain multiple social media accounts can hinder instead of help. If you’re new to social media, start with one platform. Once you understand your audience and how they use social media to interact with you, then you can start to expand your online presence.
If any of this sounds overwhelming or you need a little help polishing your story, give SPR a call.