The quote by Bryan Eisenberg “Effective content marketing is about mastering the art of storytelling. Facts tell, but stories sell” is hugely popular in digital marketing circles, and for good reason. This is because storytelling is a powerful tool for persuasion as it can appeal to the emotions of the audience. Emotions wield more power in shaping public perception and opinions. However, in today’s fast-paced digital world where fake news poses a great danger, facts still matter greatly in public relations (PR).
Here are five insanely simple truths about using facts in PR that we cannot overlook.
Building credibility and trust
The only way to build trust is to be credible. In a world filled with scepticism, having a reputation for accuracy and reliability can be a great asset for personal or organisational brand building. Consequently, information shared with the public must be adequately researched and verified.
Building relationships with journalists
Facts are also important to PR professionals because they help build relationships with journalists. Journalists value sources they can rely on for accurate data and statistics. By providing them with information, PR professionals can strengthen their relationships with journalists to benefit their organisations.
Crisis communication
In the event of a crisis, nobody wants to hear stories. The public wants the facts! Facts enable an organisation to provide a compelling response that can douse the tension and enable it to control the narrative. By presenting accurate information, PR professionals can limit the spread of rumours and misinformation, to protect the reputation of their clients or organisations.
Deliver compelling arguments
Facts have the power to enhance a message. Organisations can strengthen their arguments by incorporating relevant statistics into press releases, articles, speeches, and social media posts and make a more convincing case to the public.
Facts make for good news headlines
Think about this recent news headline, “P&G Nigeria exit ends 5000 jobs.” Most people who read that headline would want to read the story to find out what will happen to the 5,000 people who have lost their jobs. However, the headline would not have been that impactful if it simply read: “P & G Nigeria exit ends jobs.”
PR professionals can create better media pitches using facts. These are more likely to attract media attention and secure coverage because journalists can use data to uncover trends to develop stories.
