The Story of a Client

I love stories. People sharing their tales, their triumphs and their heartbreaks, stories to me are the purest form of magic. In my lifetime, I have found something deeply humanizing in the art of storytelling. From culture to culture there has always been a role of storyteller.

In the modern world, a misconception has formed that stories are only twisting of the truth but I disagree. There is nothing truer to somebody than his or her own story. It's his or her point of view, a personal experience and as a Public Relations professional you have accepted the honor of helping to share the truth and becoming their storyteller.

This is where the relationship with your client comes in. As a PR professional, you are not only in charge of your own narrative but you now have the responsibility of sharing someone else’s words and this isn't easy. Most clients are not the best storytellers, they lack the skills needed to draw interest and understanding to their tale.

To be successful, expect the best and the worst from your client. You must hope that they truly want success for themselves and that they believe you can do your job. You must also expect that at times they will be difficult and severely protective of the story. You must work to find the balance, of what you believe is best and what your client believes is right. This is never easy but practice makes perfect.

At times you will struggle, your client may lose trust and retreat, they may not understand your job and at times you may not understand them. But if you continue to be confident in your abilities and focus on effective communication you will be successful in this field.

Storytelling does not come naturally to all. To those of us who believe that it is our calling we have a greater responsibility than most imagine. PR professionals are the modern day storytellers and that comes with both struggles and opportunities.