Get off your high-horse: tell a decent story

The image here is one I frequently use when presenting on how Public Affairs is developing in Brussels (usually in the context of Public Affairs and digital specifically). It’s not a particularly novel or intricate message: campaigners, by which I largely mean pressure groups, have had an impact on regulation for over two decades far beyond what their resources should have permitted, because they have told a better story. They’ve aligned with public opinion – and later driven public opinion – sometimes by pulling at the heart-strings, always using compelling, simple messages, oft-repeated – and plenty of visualisation. In the PA context, industry has famously been hopeless at doing just that: telling a simple story that resonates with people – including policy makers. 

There’s usually a fair bit of nodding in the room at this point. Then the inevitable three statements, often expressed in an oh-so-condescending manner:

• Yes, but you see, they can get away telling tales, we can’t.
• Yes, but you see, our customers, directors, etc. expect us to be credible, cerebral, fact-based etc.
• Yes, but you see, we can’t talk openly about our issues, they’re tip-top secret.

What a load of tosh. The suggestion that pressure groups make up tales which gullible folk fall for is utter rubbish. It happens, sure, but you need to give them far more credit – and there is a large middle ground between dull, worthless output, and the headline-grabbing twist on reality. In truth, pressure groups communicate properly, unlike most PA professionals, and do things like analysing audiences, developing storylines based on insights gained from their analyses, testing their messages, delivering them through multiple channels and multiple forms of media.

More importantly, telling a good story doesn’t imply fluffy fairytales. It can simply mean talking about your issues in an everyday context, but doing so openly and honestly, using real people, and language which people understand. It means not speaking down at people, and perhaps showcasing information in – say – an attractive info-graphic rather than a 200 page report. It can mean talking to local community leaders and retirees rather than just policy-makers and the FT, about things which resonate with them. In short, communicate about things people care about, in a language they understand, and be nice doing so.