Storytelling. Amplification. Engagement. I’m sure you have heard these words so many times that you just glaze over. It goes something like this: “To break through the noise we need to start telling our brand stories and amplifying them so we get consumer engagement”. Groan.
Storytelling is the buzz word of the moment. Particularly now that content marketing is gaining more airplay. In my profession (PR) we use the phrase ‘storytelling’ liberally. It is a critical element to everything we do, and always has been.
Every day we use different techniques and tactics to tell the stories of people and organisations. We believe that every person and organisation has a story to tell. And amazing stories deserve a good audience.
The way the industry talks about storytelling seems to be so now, so hip, so happening. So 2013. But is it? Of course not.
Recently, as part of Corroboree Sydney I met a storyteller – Julie Freeman. She is an elder and a Traditional Owner from Wreck Bay in the Booderee region of NSW.
She holds the very special and important role of storyteller. Since the beginning of time, storytelling has played an important role in Aboriginal culture. The stories are about the air, the land, the universe, their people, their culture and their history. They are handed down from generation to generation.
As I sat listening to Julie, I hung on her every word. I was enthralled. She made me laugh. She made me cry.
She shared stories about ‘deadly beautiful’ women and the troubles of brothers Whale, Starfish and Koala. She shared the story about how the bluetongue lizard got its blue tongue and why the platypus looks likes two animals put together.
She told a story about the time when there were two moons. And you know that, “We’ve been here for maybe 100,000 years, and we’re still here. So if I tell you there were two moons, there were two moons!”
She said that once you start seeing the stories in the landscape, you start seeing it differently. “Everything is connected – the ocean, the wind, the trees, the landscape and the people.”
It was storytelling at its finest: true, powerful, emotional and wondrous. How could a story that started maybe 100,000 years ago not have all of those qualities? We are truly blessed to be living in a country that has stories woven into its landscape, and people like Julie telling them.
As an industry we can get caught up in our own hype. Certainly content marketing and social media is creating new ways for people to record, express, and consume stories, but it’s no different to what storytelling has always been – just in other formats.
Let’s try to remember that next time we say the words: storytelling, amplification and engagement.
Catriona Pollard is CEO at CP Communications.
Please login with linkedin to comment
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]