The Power of People Stories
One of the most powerful pieces of arsenal in a comms tool kit has long been case studies, that first-hand account from those on the ‘front line’. So, how exactly can you take one person’s story to galvanise whole communities across the nation or to send thousands flooding to an event?
In an ever more competitive landscape to win over hearts and minds, to drive consumer engagement people need to see people like them, people they can relate to. Human connection is inherent in our DNA, there is a reason it’s one of the five pillars required to function on a healthy level alongside sleep, good nutrition, exercise and relaxation. People stories are powerful when it comes to driving relevance because they people can relate, resonate and see the emotional rewards to be gained.
Our client the London Landmarks Half Marathon relies heavily on using people to tell their stories. Participants come to take part in this 100% not for profit half marathon, the brainchild of baby and pregnancy charity Tommy’s, for an incredible array of reasons providing powerful people stories. With over 500 charity partners the diversity of personal reasons for running, jogging or walking this challenge range from the highly emotive to the craziest individual goals.
It’s not just the story that drives the PR coverage, it is the depth and breadth of the demographic taking part. From the oldest pensioner running who saturates the local regional media to a young widower who runs in memory of his wife and unborn child - the wave of personal accountants and reasons for running spark the interest of the media which then filters down to consumers, engaging them, and resulting in increased entries to the ballot. If ever there was a measure of people power it is the fact that coverage in 2022 helped the 2023 race reach peak entry level. We cannot wait to meet the 16000+ inspirational individuals on 2nd April when they descend on the capital to take part.
So ignore case studies at your peril. At the outset they may feel small scale, polarising and groundwork intensive. The trick is to identify those who are passionate, keep it simple facilitating straight talking authentic conversations and support them every step of the journey as you tell their story. People have the potential to become the stardust of your campaign.
