I have always connected with stories in an intense, almost visceral manner. During university I studied History and English because of my fascination with storytelling and chronicles of the past. I was attracted to PR because of the role that stories play in our profession. I’m an avid book lover and film buff as well. To put it simply, I love a good story.

If recent news is any indication, I’m not the only person who feels this passion. The Canada Reads shortlist was announced towards the end of 2009 and the online chat boards are busy (much to my content, one of my favourite reads of all time is in the top five this year!).

Last November, arts media were waiting with bated breath to learn who would walk away with the Scotiabank Giller Prize (if you haven’t already, check out their website – you can read the first 10 pages of all the nominated books online). Film studios also rushed to release their best in time for Oscar this December, which will make movie theatres my second home up until the ceremony in February.

And, as Andrew pointed out in a recent blog post, reporters are also getting in on the storytelling game, filling in the blanks that facts cannot.

As PR professionals we get the unique opportunity to tap into stories in a powerful way.  Our clients trust us to dig behind their gates, find something of universal interest, and build a relevant tale around it. But we don’t do this for fun: by uncovering an angle that positions our clients as authentic thought leaders we help them connect with their customers strategically, in ways other marketing vehicles cannot. And if we stay creative, I believe that our stories can be just as attention-grabbing as any fictional tale.

I recently read an article that explained why storytelling is so important in today’s economy. Some of the reasons given in this piece include:

- An authentic story makes you memorable and brings your brand to life.
- It differentiates you from your competition.
- It positions you as a visionary in your field.
- It makes you accessible to your audience.

I enjoy clever copy, catchy jingles or well designed logos as much as the next gal, but nothing gets me the way a good story does. And I don’t think I’m alone in that.