In today’s crowded digital landscape, traditional press releases often fall flat. Companies pump them out like coupons in the mail, hoping one will stick. But here’s the truth: unless your announcement is groundbreaking—think Guinness World Record-worthy—a press release alone won’t capture attention. That’s where storytelling comes in, and PR expert Donna Loughlin has mastered it.
If you’re tired of sending out generic announcements and hearing crickets, read on to discover why telling your story is the key to standing out, building connections, and driving real business results.
The Problem with Press Releases: Why They Fail to Tell Your Story
Many companies, especially startups, lean too heavily on press releases as their primary communication tool. But as Donna Loughlin points out, “A press release is not a book. It’s not a story. It’s a one-page factual document.” While necessary for compliance or major milestones, press releases lack depth and fail to convey the company’s heart, mission, and impact.
So why do businesses rely on them?
Habitual Misuse
Companies often fall into the habit of issuing press releases because it feels familiar and easy. But familiarity breeds mediocrity. Without compelling storytelling, these releases don’t stand out in a sea of inbox noise. Journalists get flooded with pitches—why should they care about yours?
Feature Overload
Another common mistake is focusing on product features without explaining why they matter. As Laughlin puts it, “Speeds and feeds don’t create emotional connections.” Imagine car shopping. You don’t just want specs—you want to know how it feels to drive that car, how it fits your life.
The Power of Storytelling: Crafting a Narrative That Connects
What sets successful companies apart is their ability to tell stories that resonate. According to Loughlin, “Storytelling is about the 'why' behind what you do, the impact you’re making, and the 'wow' factor that grabs attention.”
Introducing the Narrative Story Engine
Loughlin developed what she calls a “Narrative Story Engine,” a method of crafting stories that go beyond the basics of who, what, and how. The engine focuses on:
Why you do what you do
The impact your company is making
Trends you can leverage
The 'So what? Who cares?' factor
This framework ensures that your story not only informs but also captivates.
The Wow and Now Factor
To make your story relevant, you need a hook. Loughlin describes this as the “Wow and Now” factor—something fresh and attention-grabbing that positions your company within current trends. Without this, your story risks being lost in the noise.
Customization Is Key: Tailor Your Story for Different Audiences
Blanket approaches don’t work in PR. Loughlin stresses the importance of tailoring your message. Think of it like buying a suit: off-the-rack might fit okay, but a tailored suit makes a statement.
When pitching stories, customize the angle depending on the publication and its audience:
Tech outlets want innovation and breakthroughs.
Business publications need strategic insights.
Consumer media focuses on relatable experiences.
Loughlin explains, “I call Popular Science for a deep technical story, Motor Trend for road trip fun, and Bloomberg for business coverage.” Each outlet receives a unique pitch that fits its style.
Practical Steps to Find Your Story
Feeling lost on where to start? Don’t worry. Loughlin recommends an exercise to help you rediscover your company’s narrative:
Start with Post-it Notes: Write down key milestones, challenges, and achievements. Place them on a wall and group related ideas.
Identify Strengths, Weaknesses, Opportunities, and Threats (SWOT): Look beyond your product. Consider customer feedback, market positioning, and internal growth.
Pull the Threads: Storytelling is like weaving a quilt. What threads will you pull to create the right narrative—whether it’s a partnership story, a product launch, or a funding announcement?
PR Success Isn’t Spray and Pray
Loughlin warns against the “spray and pray” method of sending out press releases and hoping for coverage. Instead, invest time in crafting meaningful, targeted content. Her strategy often involves spending weeks preparing a narrative before a press release or campaign goes live.
Case Study: From Ten Days to Success
Donna recalls a project where she helped launch a company in just ten days before CES 2020—an impressive feat, but not one she recommends often. Preparation is key, and taking the time to build a compelling story ensures better results.
How AI Fits Into Storytelling
With the rise of AI tools like ChatGPT, businesses have more resources than ever to enhance their storytelling. But Loughlin cautions against relying solely on AI. “AI is an enabler, not a replacement,” she says. Use it to generate ideas, improve drafts, and stimulate creativity, but keep the human touch.
AI can help with:
Brainstorming story angles
Creating content outlines
Refining messaging
However, your unique perspective and authenticity must remain front and center.
Actionable Takeaways: How to Improve Your Company’s Storytelling Today
Ask Why: Go back to your company’s origin story. Why did you start? What problem are you solving?
Focus on Impact: Highlight the results and transformations your product or service delivers.
Tailor Your Approach: Customize your messaging based on the audience and platform.
Use AI as a Tool: Let AI enhance your process, but don’t let it take over.
Prepare Thoroughly: Don’t rush. Give yourself time to craft a meaningful narrative.
Ready to Transform Your PR Strategy?
The days of relying on generic press releases are over. If you want your brand’s story to resonate, you need to think like a storyteller—and maybe even call Donna Loughlin.
Looking for expert guidance? Schedule a no-pitch podcast consultation with us today and learn how to craft stories that captivate your audience and drive business results.
Listen to the full podcast episode with Donna Laughlin on Spotify, Apple Podcasts, or YouTube.