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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.  

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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

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