The Power of Storytelling Through The PR Lens

With so much information around us (and artificial intelligence (AI) playing a major role in it!), the importance of storytelling only continues to grow. When talking about a brand, the key to storytelling is not explaining what or when, but why. 

Every action, for example, opening a restaurant, distillery, or starting any kind of business, has its own story. Without a doubt, there are no two identical stories. Therefore, including that story gives meaning and value, while also helping connect more deeply with the audience.

It is crucial to keep in mind that the main character in storytelling cannot be the brand’s logo. No matter how bold or well-designed it is, it is the human element that creates the memorable feeling. Along with that comes trust, something that, in today’s flood of information, gives the audience an authentic sense of content.

Kantar’s 2026 Marketing Trends research also confirms that authenticity and relevance drive more engagement than reach. Especially within micro-communities, which are a major force in social media marketing. The human element has always been important, but with the rise of AI, when anyone can become an expert on any topic, it is becoming even more and more essential.

What does that mean from a PR perspective?

Journalists are also interested in stories that go beyond what, where, and when. They want to know why! When journalists are interested, media relations help build credibility, especially when a company’s name appears in well-known magazines and media headlines.

In fact, PR also plays a role in brand discovery with the help of AI. Take the simplest example: how could a tool like ChatGPT recommend your restaurant or brand if there is not a single online source mentioning it?

Above all, storytelling humanizes the brand 

Every company has its own journey, rarely a straight and easy one. By sharing the process, the organisation reveals the values and purpose behind the job that they do. And this crucial detail, telling your “why”, quite often helps to open new paths, partnerships, and opportunities.

So here comes the question: why?