About this article

Read time:

4 minutes

Category:

B2B PR

Unravelling the theatre of news to find critical storytelling methods for B2B PR

In today’s digital-first world, we constantly receive breaking news and developing stories around the clock. The dawn of the smart phone and rise of social media has given us a world of information at our fingertips and major news organisations’ rolling coverage can be as theatrical and gripping as the plays of old. Just as Shakespearean tragedies gripped audiences, today the 24/7 news cycle can leave us gripped to our TVs and phones as we await developments and updates on a rapidly progressing story. Indeed, major news broadcasters lean into this theatricality of news reporting and the way it is presented is no coincidence; it is a carefully crafted art aimed at capturing and maintaining attention from the public.

At Skout, we like to think of ourselves as storytellers who can weave your B2B story together for your target audience. So, what can we learn from modern day news reporting to enhance our capabilities in our day to day lives as B2B marketing and PR professionals?

Craft headlines to intrigue your target audience

A captivating headline to draw in an audience’s attention is often the first step in constructing the theatre of news. And whilst many news outlets are guilty of running enticing headlines without having articles of substance to back it up, there’s no denying the strength a powerful headline can be in bringing in an audience.

Just look at any major breaking news story in recent times, how often have you been drawn into reading the article based on the headline alone? News outlets understand the power of a strong headline and for us B2B PR wizards, we to know the importance of crafting eye-catching headlines in press releases or marketing campaigns to pique the interest of journalists and readers alike.

Weave a narrative that flows through your story

At the core of every successful news story is a well-crafted narrative. The best journalists and news presenters know this and will ensure that their stories and broadcasts present information in a way that tells a story with the 5Ws (the who, what, where, when and why) sitting at the heart of their narrative; creating a clear emotional connection with their audience. For us marketing professionals, we can apply these practices and techniques to our day-to-day duties to ensure that the content we create on behalf of our clients includes a strong and interesting narrative that appeals to their target audience.  

Enjoying our blogs?

We can deliver a monthly round-up straight to your inbox

Visual storytelling to maximise impact and engagement

As the saying goes, a picture is worth a thousand words. Broadcast networks know this and are well-versed in the art of visual storytelling. Think about it, every major story on a news bulletin will be accompanied by images, video footage, graphics, or animations. Just look at the extravagant and quite frankly, ludicrous, marketing campaign for the new Barbie movie. Not only did this enormous campaign nearly trigger a global shortage in the colour pink, but playing into the Barbie colour palette, trending memes and leaning into the ‘Barbenheimer’ phenomenon has paid dividends for Warner Bros; hitting the $1 billion mark at the box office just 17 days after its release. The next time you’re drafting a press release or social media campaign, think about incorporating a suite of eye-catching graphics or animations to not only convey your messaging effectively, but to also add the necessary depth and authenticity to your content.

Timing and relevance

Today’s news is tomorrow’s chip paper. It might seem obvious, but news outlets are meticulous in their timing of news stories; especially in today’s digital-driven ‘always on’ landscape. They capitalise on the relevance and public interest in certain events and subjects, to ensure their content remains current and engaging. PR campaigns work the same way as often there are clear strategies implemented to ensure that campaigns or research findings are timed to coincide with specific events or seasonal trends. For example, you wouldn’t distribute a predictions report on Black Friday retail trends six months prior to the event as this would result in minimal impact and likely zero coverage! Remember, timing is everything to achieve the best results for your clients.

Conclusion

For broadcasters and journalists, reporting on major news is an intricate dance between capturing an audience’s attention and delivering valuable information. Although there are arguments that journalism and PR are two separate fields, the reality is that the two are much more closely aligned that you might initially think. As we unravel the theatre of news, it’s clear that there are undeniable similarities to how we, as marketing and PR pros, build narratives and campaigns to influence public perception. We can learn valuable lessons from the theatre of news to make sure the stories we tell are heard by as many people as possible.  

Looking for support with your strategy and storytelling? Learn more about our approach here.

About this article

Read time:

4 minutes

Category:

B2B PR

In praise of the infographic

Q&A on PR measurement with Richard Benson, CEO and founder, Releasd

Browse more blog posts

Posted on
byJames Bentley
As a content manager, much of my focus is on the written word. I grew up devouring newspapers, magazines and books and writing everything that happened to me in my primary school ‘news’ book each Monday. As putting pen to paper or finger to keyboard became my career, I evolved into quite the perfectionist, taking the often-quoted approach of spending...
Posted on
byJames Bentley
Richard Benson is the founder and managing director of PR reporting and measurement platform Releasd. He used his agency background to develop an intuitive platform designed to address the reporting challenges faced by today’s PR professionals. Releasd hasn’t been developed with the sole intention of measuring coverage of PR campaigns. Its next iteration will measure their impact too and the...
Posted on
byHonor Williamson
In the world of B2B PR, breaking away from the day-to-day routine can bring fresh perspectives and a change of pace to the work we do here at Skout. So, for our eagerly anticipated annual business offsite last week, Skout traded the office walls for the grand fortress of Peckforton Castle, in the heart of the Cheshire countryside.   The grounds...
Posted on
byJack Doyle
Has the conversation around tech always been so negative? Maybe it’s just me, but it seems that every second headline I read about tech today is just doom and gloom. The excitement around AI has been drowned out by the fear of it. “Is it going to steal my job?” “Is it going to destroy the education system?” “Is it...
Posted on
byJames Bentley
The world in that we live is unpredictable, to say the least. Businesses, organisations and even individuals are all vulnerable to issues which may lurk in the shadows or around corners. Some of these crises are natural while some are very definitely man-made, but they can strike at any time and with them put reputations and livelihoods on the line....
Posted on
byLee Simpson
Priority Consultants share further insights into the media landscape in India, from the booming print media, to regional trade publications. Mitabh, last time we spoke about the Indian tech sector and areas which you’re seeing high growth in currently. But thinking more about the work you do for your tech clients. What do you see as some of the key...
Posted on
byLee Simpson
Meeting PR agencies from different regions around the world is something we are always keen to explore. Whether that’s to work in partnership with one another, or simply to understand and learn more about their region. We recently spoke to Mitabh Saud, director of India Operations at Priority Consultants about why India’s tech sector is booming, and what the future...
Posted on
byJames Weaver
In today’s fast-paced and consistently evolving world of technology, innovation is key to stay ahead of the competition. While breakthrough products and next-generation solutions are fundamentally crucial, the importance of public relations (PR) for the tech industry should not be underestimated. Here, we explore the reasons why tech companies, both innovative start-ups or big tech, need PR and how it...
Posted on
byJames Weaver
Since the dawn of the 21st century, the tech industry has surged and evolved through countless groundbreaking innovations. But in the ongoing pursuit of digital transformation, layoffs in the sector have become an unwelcome trend. We saw it in the aftermath of the pandemic with the industry increasing its layoffs by 649% in 2022, which is the highest since the...
Posted on
byJames Bentley
Things change quickly in the world of B2B marketing, so it’s vital to be ahead of the curve. 2024 will bring with it new challenges and opportunities, so here are five incredible B2B marketing strategies which can make a significant impact for your business this year.  1. Personalised content marketing  Identifying and then producing content for specific target audiences has...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.