Authentic storytelling builds visibility and trust
Authentic storytelling builds visibility and trust
It’s a fantastic way to boost understanding through human interaction
Here are two examples which show very well why earned media and authentic human storytelling are so important right now.
I worked with these two purpose-led organisations recently to find ways to boost their authority and reach, and grow their engagement by pitching and securing earned media coverage.
Visibility and trust through authentic storytelling and earned media
Lots of organisations want visibility, but sometimes what they actually need is to build trust through human connection.
Earned media based on real stories is one of the most powerful ways to build credibility with the people who matter.
Example one: BALDILOCKS – visibility + authority + voice
Context
This brilliant social enterprise advocates for people with alopecia and hair loss through training and support, in workplaces and in the community.
Founder Dan Newman wanted to raise the BALDILOCKS profile, seek speaking opportunities, and boost engagement and authority.
What I did
- Interviewed Dan, and used Dan’s story as a case study in a press release celebrating a collaboration with Bridgend County Borough Council
- Shaped Dan’s story into a blog
- Identified a media angle aligned to their mission
- Secured a media interview
- Booked a keynote speaking opportunity
- Took a series of candid photos to demonstrate the formation of a social enterprise partnership
Outcome
- Increased visibility
- Leadership positioned as credible and confident
- New audiences reached through trusted platforms
Media coverage gained
- Wales247 – Bridgend’s Social Enterprise Boom: Over 130 Businesses Backed in Just One Year
- Business News Wales – Cwmpas and Bridgend Council Partnership Project Exceeds Social Enterprise Support Targets
- Bridgend County Borough Council website – Bridgend County Borough Council and Cwmpas exceed targets to boost local economy
- Businessin Wales – Bridgend social enterprise sector thrives thanks to innovative public–private partnership
- Cwmpas blog – Tackling social challenges and finding your purpose can change your life
- Businessin Wales – Getting their glow back: How BALDILOCKS is changing the narrative around hair loss
Example two: Lads and Dads – trust + reach + human connection
Context
Lads and Dads is a men’s mental health social enterprise based in Bridgend, south Wales.
Director Rob Lester is a First Aid for mental health instructor, mental health activist, coach, and trainer.
The figures around men’s mental health are shocking. Twelve men each day are lost to suicide.
Rob’s social enterprise Lads and Dads is aiming to communicate impact, build awareness of the issues around men’s mental health and the support that is needed, and boost public engagement.
What I did
- Interviewed Director Rob Lester, and wrote an empathetic, human-centred blog
- Delivered a photo shoot to visually support the story
- Secured broadcast coverage on ITV Wales news
Outcome
- Story reached a wide mainstream audience
- Visuals reinforced credibility, empathy, and authenticity
- Topic of men’s mental health magnified, and organisation seen as trusted and legitimate
Earned media gained
How to use authentic storytelling to achieve the biggest impact
In these two examples, the starting point wasn’t just to gain ‘media coverage’ per se.
My goal was to build clarity and empathy for each organisation, and to use human storytelling to make the issues ‘real’ and help the audience to relate to them – and to show the huge impact of the work Dan and Rob are doing.
This is the kind of work I continue to do with organisations who want to grow their visibility thoughtfully and build trust over time.
I’m currently opening a small number of places for January strategy and storytelling work.