The TASC Group

The TASC Group

Crafting a Compelling Storytelling Strategy for Your Brand

In today’s digital age, storytelling has emerged as a powerful tool incorporated in public relations strategies for brands, organizations and nonprofits to connect with their audiences on a deeper level. By crafting compelling narratives, organizations can establish deeper connections with their audiences, drive engagement and ultimately foster growth and visibility.

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What Makes Messaging Relatable and Compelling?

Effective storytelling hinges on creating narratives that evoke emotions, convey authenticity and resonate with the values and aspirations of the audience. By weaving in personal experiences, impactful visuals and compelling narratives, organizations can foster genuine connections and inspire action. 

CEOs and other executives can utilize effective storytelling to also connect deeply with audiences. The success of a thought leadership platform hinges on compelling messaging, which can significantly influence the visibility and impact of a campaign.

It is important to craft messaging that resonates with the target audience in order to establish trust, build loyalty and enhance brand affinity. It humanizes an organization’s mission, making it more relatable and compelling to supporters, donors and stakeholders alike. 

Identifying the Right Audience and What They Expect to See

Understanding the organization’s audience demographics, interests, and motivations is crucial for tailoring storytelling efforts effectively. Conduct audience research to identify their preferences, challenges, and aspirations, ensuring your messaging aligns with their expectations and resonates on a personal level.

Adapting Storytelling to Your Organization’s Mission

Align the storytelling with an organization’s mission and values. Highlight how the nonprofit’s initiatives and achievements contribute to broader societal goals, emphasizing impact and relevance to the target audience’s lives. Social media is a powerful platform to showcase a human element to an organization’s storytelling, whether that be through showcasing participant stories, participating in ongoing trends or engaging more intimately with the audience. 

Messaging and Storytelling in Times of Crisis

Crafting narratives, and ensuring these messages are consistent across an organization’s internal team, is crucial to prevent a crisis from unfolding in the first place. If an organization finds itself in a crisis, authentic and empathetic storytelling is imperative to effectively repair their brand. The way an organization communicates during these moments can either mitigate reputational risks or exacerbate them.

Whether it be to the media, across social media platforms or just within the organization, it is imperative for the organization to reaffirm its commitment to transparency, accountability and dedication to the original mission. 

Building an Effective Storytelling Strategy

How can you develop a compelling storytelling strategy to further your public relations goals?

  • Define Your Narrative: Establish a consistent narrative that reflects your brand’s identity and resonates with your audience’s emotions.
  • Choose the Right Platforms: Select appropriate platforms and channels—such as social media, blogs and newsletters—that align with your audience’s preferences and engagement habits.
  • Create Engaging Content: Develop content that is authentic, compelling, and visually appealing, incorporating multimedia elements to enhance storytelling impact.
  • Ensure Consistency: When talking to the media or delivering content on behalf of your nonprofit, make sure all team members are educated on correct messaging. Media training and media relations strategies are tools to ensure all members are equipped with the necessary tools to share the nonprofit’s story. 
  • Measure the Success of Your Storytelling Efforts: Measure success through metrics such as audience engagement, content reach and conversion rates. Use analytics tools to track performance and gather insights for continuous improvement.

Do You Have a Story to Tell?

It is time for you to tell your organization’s story. Contact The TASC Group today to explore how our PR services can help craft narratives that resonate with your audience and amplify your organization’s impact.

At The TASC Group, we specialize in strategic public relations and communications services for nonprofits. With a focus on building meaningful connections and enhancing brand reputation, we empower organizations to communicate effectively and achieve their mission-driven goals.

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Nonprofit vs. For-Profit PR: Key Differences and How to Adapt Your Public Relations Strategy for Both

Public relations (PR) plays a critical role in shaping the reputation and success of any organization. While both nonprofit and for-profit organizations utilize PR strategies, their approaches and goals can differ significantly. An effective public relations strategy will adapt the objectives to further each type of organization’s public image.

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What Is a Nonprofit Organization?

A nonprofit organization is an entity that operates for a social, educational, charitable or cultural mission rather than for profit. These organizations rely on community support while reinvesting any surplus funds back into their cause rather than distributing them to shareholders or owners. Examples include charities, foundations and advocacy groups.

What Is a For-Profit Organization?

A for-profit organization is a business that aims to generate profit for its owners or shareholders. These entities focus on commercial activities, sales and services for financial gain. Examples include corporations, small businesses and startups.

Nonprofit vs. For-Profit PR: Key Differences

Mission-Driven Messaging

  • Nonprofit PR: Emphasizes the organization’s mission, values and impact on the community. The primary goal is to raise awareness, attract volunteers and secure donations to support the cause.
  • For-Profit PR: Focuses on promoting products or services to generate sales and profit. The messaging often highlights innovation, quality and customer satisfaction.

Audience Engagement

  • Nonprofit PR: Engages with a diverse audience including donors, volunteers, beneficiaries and the general public. Building trust and emotional connections is crucial. This can be done through media relations, newsletters, social media management, etc. 
  • For-Profit PR: Targets customers, investors and industry partners. The engagement strategy revolves around brand loyalty, customer retention and market share.

Crisis Management

Resource Allocation

Storytelling and Content

Choosing PR Agency for Nonprofit vs For-Profit Organizations

Factors to Consider for Nonprofit Organizations

Factors to Consider for For-Profit Organizations

  • Industry Expertise: Select an agency with experience in your specific industry to leverage their knowledge and connections.
  • Comprehensive Services: Ensure the agency provides a wide range of PR services, from media relations, media training and crisis management.
  • Focus on ROI: Look for an agency that emphasizes measurable results and can demonstrate a clear return on investment.

Looking for PR Support? 

Whether you’re a nonprofit organization looking to amplify your mission or a for-profit business aiming to enhance your brand reputation and/or the thought leadership of your executive team, TASC offers tailored PR solutions to meet your needs. Contact us today to learn how we can help you achieve your goals through strategic public relations.

About The TASC Group

The TASC Group is a leading public relations firm dedicated to supporting both nonprofit and for-profit organizations. With expertise in crisis management, media relations, media training, storytelling and strategic PR planning, TASC helps clients navigate the complexities of public relations and maintain their brand reputation. Our mission is to empower organizations to tell their stories effectively and build lasting relationships with their communities.

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When Bad Things Happen to Good Brands

When Warren Beatty misread the Academy Award for Best Picture winner as La La Land at the 2017 Academy Awards (the winner was actually Moonlight) the gaffe quickly became one of the hottest topics in the public relations and media worlds. It led the front pages of the New York Daily News and New York Post and was covered ferociously by media outlets from TMZ to The Hollywood Reporter. 

PricewaterhouseCoopers (PwC), the renowned accounting firm that for 83 years had managed voting for the Academy of Motion Picture Arts and Sciences and was responsible for the evening’s historic mix-up, faced a major PR crisis for its brand and public reputation. For an institution built on a reputation of accuracy and integrity, the La La Land gaffe compromised both assets to a global audience of 32.9M viewers.  

In our crisis management experience for a variety of clients, there are several clear steps companies must take to come out on the other side of a crisis like this one.    

A Crisis PR Playbook

Step One: Immediately Take Responsibility for The Error 

PwC’s response to the crisis was swift – the most critical factor in handling crisis situations. They immediately released a statement taking full responsibility for the error and assuring the public that the Academy, presenters and host were not at fault for the mistake. This not only helped cap the bleeding, so to speak, but also served to preserve the reputation of the Academy and its brand – and ultimately PwC’s relationship with them, which the firm was invested in maintaining.  

Step Two: Distance The Brand from The Mistake 

PwC’s well-crafted statement after the gaffe attached the blame to one accountant, Brian Cullinan, and singled him out for not following the firm’s established protocols – illustrating that they held their employees and their work to the highest standards. This deliberate wording served to separate the larger brand of the firm from the error. In subsequent interviews with the media, PwC representatives called the mistake a result of “human error,” reinforcing that this mistake was made by one individual and affirming that PwC’s reputation for accuracy has not been compromised as a whole.  

Additionally, PwC prevented the accountant responsible for the error from speaking publicly. This allowed them to both control the message and reiterate that the accountant at fault did not speak for or represent the brand.  

Step Three: Keep on Keeping on

One of the key steps to repairing a brand’s public image is to draw from the depth of the company’s reputation and affirm it through the next steps they take as a company. After a company in crisis has taken responsibility and worked to smooth over brand issues, the next step is to get back to business. Rather than lingering on the obvious crisis, PwC shifted back to their day-to-day efforts and refocused the public narrative on the issues best associated with the firm – financial services, banking, capital markets and investments.  

Return to Regularly Scheduled Programming

By shifting back to their “regularly scheduled programming,” PwC effectively avoided further scrutiny and quietly restored their image as a firm that could be trusted with the Academy’s votes. By following the steps outlined above, the firm maintained its reputation for accuracy and integrity long after #EnvelopeGate passed.  

Over twenty years representing some of the nation’s most celebrated social changemakers, nonprofit organizations and social movements, The TASC Group has navigated a plethora of wide-ranging and highly publicized crises. By following these simple steps, individuals can ensure that their brand survives a public crisis and can seamlessly return to ”regularly scheduled programming.”

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The Value of Media Training

Navigating an interview, whether it be for print, radio or TV segment, can be tricky. Quality media training allows a client spokesperson to get in front of a camera or microphone and clearly, concisely communicate their message to the general public. 

During live media opportunities, you only have one shot at saying what you need to say. 

It is so easy to be distracted by the bright lights and the flurry of questions aimed at you, leading you to lose track of the brilliant idea you had coming into the interview – the idea that you actually want to convey to your audience, the idea that can significantly help or propel your organization and mission. 

Why Is Media Training Important?  

Effective media training allows you to communicate in a way the average person can understand.  

Oftentimes, under pressure, spokespeople will fall back to using industry-specific terms, leaving the audience scrambling to understand the conversation. Because live interviews only last a couple of minutes, there is no time to reexplain your point until your audience gets it. 

What Can You Learn From Good Media Training?  

1. Dress the Part

Media training includes guidance on what to wear for interviews. The aim is to project professionalism and align with the organization’s image.  

2. Hit Your Key Messages

One crucial aspect emphasized in media training is ensuring that you hit your key messages. These are the core points you want to convey during the interview. Media trainers work on honing your key messages, making sure each point is clear, concise, and memorable.  

3. Speak in Sound Bites

As mentioned earlier, media training teaches the art of speaking in sound bites—short, catchy phrases that are easy for reporters to quote. These snippets capture the essence of your message and make it more likely to be included in media coverage. 

4. Maintain Genuine Behavior

Acting genuine and authentic is paramount. Media training emphasizes the importance of coming across as natural and relatable during interviews. This involves being yourself, using everyday language, and connecting with the audience on a personal level.  

5. Practice Non-Verbal Communication

Beyond words, media trainers pay attention to non-verbal cues. From body language to facial expressions, they ensure that your visual communication aligns with your spoken message. This can include maintaining eye contact, using open gestures, and projecting confidence. 

6. Handle Tough Questions with Poise

Media training prepares individuals for handling tough or unexpected questions. Instead of evading or stumbling, the focus is on responding without defense.  

7. Build a Connection with Your Audience

Connecting with your audience emotionally is a key aspect of media training. This involves incorporating personal anecdotes, relatable stories, or examples that resonate with viewers. Building this connection enhances the impact of your message. 

8. Stay Calm Under Pressure

Live interviews can be intense, and media training equips individuals to stay calm under pressure. This includes managing nerves, maintaining composure, and staying focused on delivering key messages, even in challenging situations. 

Don’t Worry, Your PR Firm Got You Covered

In essence, media training goes beyond verbal communication, encompassing a holistic approach to presentation and engagement. These skills, from appearance to messaging to genuine interaction, collectively contribute to a successful and impactful media interview. 

As your trusted PR partners, we recognize the significance of not only the message itself but also the manner in which it is conveyed and the image it projects, especially during pivotal moments. Explore our comprehensive range of PR and Communications services to discover how we can assist in curating a compelling and impactful media presence for both you and your organization.Reach out to learn more about how TASC can amplify your organization’s thought leadership, ensuring your voice resonates powerfully across various platforms. Our aim is to elevate your company’s mission, fostering greater awareness, engagement, and support within your target audience and beyond.

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