The Art of Storytelling in PR — Turning Narratives into News

• By Ravindra Kirti, founder of CommPR

In the current hectic communication environment, truth is no longer cutting-edge. A story is the thing that really draws attention and wins trust. Being a person who deals with brands on a daily basis, I have come to understand that PR does not concern only publicity but rather creating a human, relatable, memorable narrative. And in 2025, storytelling will be the PR superpower, making previously standard messages into media moments.

The Power of stories in a post-truth world

We are in an era when viewers scroll-read-judge and only believe what they feel is real. Data can be persuasive, but stories can be moving–and it is emotion that makes things happen.

Humans do not recall the title of a press release, but how a brand has made them feel. They remember how difficult it was on the road to the founder, the way he made a difference, and the purpose of the innovation. Stories create a connection between a brand and its audience, the connection that is constructed out of meaning, but not marketing.

Being a PR practitioner, I witness daily how a well-told story is capable of what no commercial can achieve: creating a connection, arousing faith, and transforming indifferent audiences into loyal followers.

Discovering the Heart of the Narrative

There is a story behind every brand, or they may think they do not. It is my work to start digging and discover it.

This is how I would approach storytelling in PR:

1. Start with the “Why”

            Any great story has a purpose.

• Why was this brand created?
• Why does this product matter?
• Why should the audience care?

Once I am able to say that why definitely, all the other things will make sense.

1. Humanise the Message

Behind each brand, there is an individual, a process of inspiration.

Once I transform that journey into a story, journalists take note, audiences participate and stories are newsworthy.

1. Develop and work out conflict and conflict resolution

Media thrives on tension. A challenge, a breakthrough, a change.

I seek all the time the arc–the struggle that gave the solution. And it is what makes the story relatable and press-ready.

1. Use Real Voices

It includes testimonials, quotes, and insights of the founder–all these elements add texture to the story.

The use of real voices makes the story appear plausible, rooted, and more human.

Converting Stories into Media-Competent Narratives.

Having molded the brand narrative, the next thing is to identify appropriate angles that would transform it into an interesting media story.

In my case, an effective PR story includes:

• Relevance: What is the relevance of this today?
• Timeliness: Is it an abbreviated version of current trends, discussion, or industry changes?
• Impact: With whom does it make a difference?
• Originality: What is different about it?

It can be a new launch announcement, positioning a leader as a spokesperson in an industry, or a social impact activity, but I put a lot of effort into creating stories that are memorable to both journalists and readers.

Online Communities are Changing Storytelling Should too

Press release is no longer the only way of storytelling.

Nowadays, stories are spread by:

• LinkedIn articles
• X threads
• Instagram reels
• Podcasts
• YouTube features
• Thought-leadership blogs
• Influencer conversations

I have witnessed the increase of a message through multi-channel storytelling, which is many times more than in old media. The effect is compounded when all the touchpoints share the same story. It is consistency that creates recognition, and recognition creates trust.

Where CommPR Comes In

At CommPR, I make stories come true. Behind each of the brands that I am associated with, there is a story, and my job is to mould it, polish it, and place it in the right context and at the correct time.

In collaboration with founders, leadership teams, and marketing heads, I endeavor to discover the human story behind the brand and transform it into stories that:

• attract earned media
• build credibility
• strengthen brand identity
• deepen audience engagement

In my case, storytelling is not a tool; it is a philosophy. That is what I do to make brands more than just names. It is the way I make stories into conversations and conversations into coverage.

PR in the Future: Stories

In a world full of information, only messages catch on in the form of stories. They break through noise, establish emotional contact, and provide brands with a voice people desire to hear.

Storytelling is our strongest asset in PR, as it is becoming more and more dynamic. And when it is done right, it does not merely pass the information; it sets the tone, makes people act, and turns stories into news.