Narrative Storytelling in Public Relations

Narrative storytelling is a tool that can be used in public relations to connect to the public. Narrative storytelling is powerful because it focuses on human experiences and uses them to inform, persuade, and build support for initiatives by eliciting an emotional response (Kent, 2015). In public relations, achieving lasting relationships relies on effective storytelling and communication. Creating effective narratives can help public relations professionals reach this goal.

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Narrative Theory and Identification

According to Kent (2015), narrative theory assumes that humans are storytelling beings and that language constitutes symbolic action, giving words "the meaning and ability to influence the actions of other people" (Kent, 2015, p. 482).

A key aspect of narrative storytelling is identification, or when the audience believes they have something in common with aspects of a story. Kent (2015) mentions three types of identification:

1. Sympathy... using empathetic language

2. Antithesis... referencing shared beliefs or shared enemies

3. Unawareness... using imagery and symbols that resonate subconsiously

Narratives should be reasonable and rational, but, most importantly, they should resonate with the target audience. According to Reinoso with PRSA, "once you’ve connected with an audience emotionally, the next step in effective storytelling is to communicate a sense of purpose," building a connection between people and ideas (Reinoso, 2022). Kent (2015) highlights five plots that provide a structural framework for narrative stories in public relations.

Quest

A narrative story that highlights the search for a person, place, or thing, tangible or intangible.

Adventure

A narrative story that focuses on a journey taking characters to exotic, dangerous and unexpected places

Rivalry

A narrative story that pits two competing characters, who are working for the same goal, against each other.

Underdog

A narrative story that focuses on the 'little guy' against a big corporation, government, agency, etc.

Wretched Excess

A narrative story that usually revolves around a single person, although a focus on a group of people and how they were changed is possible.

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Narrative Storytelling in Public Relations

Narrative storytelling is leveraged by many PR practitioners and can be seen across the media. According to Caiola with PRSA, the Nike "Just Do It" campaign reached massive levels of success do to its ability to inspire and motivate individuals to pursue their athletic aspirations (Caiola, 2025). The Just Do It campaign connects to the quest narrative framework through the individual search for greatness. By telling authentic stories of athletes overcoming adversity, Nike identifies with consumers, reinforcing its brand message of empowerment (Caiola, 2025).

Narrative storytelling is such a powerful tool that PR practitioners can use to bring about brand visibility and create meaningful connections with target audiences.

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References

Caiola, M. (2025). Authentic Storytelling: The Key to Campaigns that Connect and Inspire. PRSA. https://www.prsa.org/article/authentic-storytelling-the-key-to-campaigns-that-connect-and-inspire

Kent, M. L. (2015). The power of storytelling in public relations: Introducing the 20 master plots. Public Relations Review, 41(4), 480-489. https://doi.org/10.1016/j.pubrev.2015.05.011

Reinoso, Y. (2022). Telling a Story? Remember to Explain the 'Why.' PRSA. https://www.prsa.org/article/telling-a-story-remember-to-explain-the-why

Shin, J. & Heath, R. L. (2020). The Role of Public Relations Professionals and Leadership Challenges. Public relations theory: A skills-based and case-study approach (1^st ed.). Wiley-Blackwell Publishing.