So, a royal photo gets published and within a few hours, the internet is ablaze with conspiracy theories.
A family photo published of Princess Kate, flanked by the royal brood, seemed innocent enough to the untrained eye as an answer to the public’s growing concern, ‘Where is Kate?’
After all, the general public has not seen her since December and subsequent press releases of her operation, recovery and planned absence from public engagements have left everyone guessing in the press and on social media.
The doctored photo that was released revealed that, despite the royal degree of amateur Photoshop skills, the conspiracy theorists are in elite mode. The meme market has also escalated with people applying their own amateur Photoshop skills for giggles.
Yet, here is where we are. Rumours are rife, everything from death to affairs! In the information age in which we live, surely we can do better, be better and just tell the truth?
Now any history buff will know that the Royal Family has suffered from more than a little controversy over the years and the current generation isn’t immune to it either.
Unfortunately, the controversy comes when you try to manage the narrative when the truth appears stranger than fiction or the real truth is not all that exciting.
Having a nose for communicating your narrative in the right way is key to avoiding PR disasters and creating a clear story that instils confidence rather than stealing it away.
The Narrative Nose
People Care
The pandemic bought its own narrative and I believe that the public’s biggest frustration is that the narrative pitched just didn’t add up.
People desire to make informed decisions, but sadly, those decisions appear often to be made with faulty information.
If you can show true and transparent information, it’s easier to give people confidence.
Story strength
Part of the reason for the growing number of so-called conspiracy theorists is that, in our information-rich world, people want to ask more questions.
Testing a narrative is a natural thing, and now everyone’s story is up for scrutiny. It almost seems an odd thing now when you meet someone who believes what the TV told them!
However, there is a real power in filming your story using video and sharing about your success with real-life testimonies, filming your actual clients. In these situations, it is hard to act! If your clients are prepared to be filmed recommending your services, it’s usually because you did a good job for them!
The Ending.
A narrative has an ending, and we don’t have all the information about the royals, but for me, it’s safe to assume that the princess’s recovery will serve as the ending to this narrative.
Pressure upon Princess Kate and Prince William will grow as they prepare for their ultimate roles and they need to be allowed time to address these challenges as they prepare for their future.
In your business, you need to be clear about what the ending looks like. What does the future hold? Happier clients? More opportunities? Stronger reputation? These are the things that set you apart and help you to tell a more interesting story.
Don’t make things up
Everyone has seen those dreaded interviews on The Apprentice where candidates’ CVs are pulled to pieces, along with their business plans. Why do the candidates try to paint an inaccurate picture? It’s so hard to watch them under the spotlight! In a similar vein, it would have been better if that family photograph had not been sent (around the world). Avoiding PR disasters such as these will be second nature in the future.
When you are telling a story, the clearer you are and the more confident, the better. Nothing gives you confidence like knowing you are telling the truth.
We apply this principle to our storytelling methods and we don’t offer our podcast/ video strategy to clients without trying it out on ourselves first!
Celebrate wins
Life gets busy and having a wins register helps you build a picture of the kind of progress that you are making. The Royals have had some great celebrations and it’s easy to forget those when there is controversy surrounding their actions.
The press loves bad news but in business, we need to be experts in sharing good news! That is why I share good news regularly on my LinkedIn because it helps me to tell better stories and stay on track to avoid fake news.
When you know the importance of authentic storytelling you’ll be avoiding PR disasters and the need for Photoshop or other tools.
Authenticity is one of the key drivers behind decision-making and, working with a team of expert storytellers, we’ll present the facts that are compelling enough to create engagement.
Having a nose for narrative helps you to share your story in the right way and you can confidently enjoy the benefits of it. The best stories are true and they instil belief, the first pillar of a purposeful brand.
That is our true story, and we are sticking to it!
Watch the latest episode of the Purpose People Podcast today via the link below…
