Why Stories Are Important To Your PR Efforts

By Kaylin R. Staten

It’s true. I love a good story. Chances are, you probably do, too. 

That’s why you are reading this in the first place. Not only do you adore stories, but you want to use storytelling for your own purposes. You could be a one-person department for your local nonprofit organization, an up-and-coming social media influencer or the CEO of a micro or small business trying to find ways to make ends meet.

No matter who you are, storytelling will help you achieve your goals and objectives through Research, Planning, Implementation and Evaluation. As public relations professionals, we use RPIE religiously. It’s paramount to communication and how you tell your story.

Nearly 70 percent of our daily conversations consist of personal stories (source: Jeremy Hsu). Why are stories important to your bottom line?

Stories help you:

  • Cultivate a two-way communication loop with feedback from your audience -- you will know what your customers want and need;

  • Strategically reach goals and objectives individually and company-wide;

  • Tell your individual or company’s story in logical and emotional ways;

  • To escape from reality and immerse ourselves in someone else’s narrative;

  • Build communities and become part of a shared history;

  • Make tangible change in the world; and

  • Leave your legacy behind for future generations.

At Hourglass Media, we have the best of both worlds. We focus on public relations AND writing, so that means we integrate both into the fabric of the company. Even if you don’t have a communications-based company or structure, you can still tell stories. Testimonials, for example, are powerful ways to get your message across and invoke change.

Traditional novel writing and other storytelling methods use various types to form the essence of a story. We can use them, too, as we develop our internal and external stories for our individual and company goals and objectives. 

When you’re looking for testimonials or any storytelling content, keep these types in mind:

  • Overcoming the Monster

  • Rags to Riches

  • The Quest

  • Journey and Return 

  • Comedy

  • Tragedy

  • Rebirth

  • Mystery

  • Rebellion Against “The One”

You can use one or several of the types in order to tell your stories. Here is an example from Dress for Success River Cities. This client’s story could be considered The Quest, Journey and Return and Rebirth. Depending on her story, it could also employ other elements as well. 

Don’t be afraid to take a deeper dive into someone’s story! 

Download our Unveiling The Heart of Your Story Rack Card here.


In our Telling Stories Through A Holistic Public Relations Approach course, students will learn how to confidently create, plan, execute and evaluate their stories through tried-and-true public relations practices. At Hourglass Media, we believe everyone has a story. We also believe that anyone has the capability to tell stories with pride, grace and authenticity.


Kaylin R. Staten, APR, is an award-winning public relations practitioner and writer based in Huntington, WV with nearly 16 years of professional communications experience. As CEO and founder of Hourglass Media, she uses her compassionate spirit and expertise to delve into the heart of clients’ stories. She is a recovering perfectionist, mental health advocate, wife, cat mom and Leia Organa aficionado. Connect with Kaylin on LinkedIn.