I’ve used storytelling techniques to support public relations for The League of Friends to The Robert Jones & Agnes Hunt (RJAH) Orthopaedic Hospital for almost 10 years. The League of Friends charity supports RJAH by giving financial support for equipment, amenities and research, recruiting volunteers to support patients and fostering the interest of the public in the work of the hospital.
Public relations (PR), or reputation management helps to manage how others see and feel about a person, brand, company and charity. Effective PR is balancing different types of media, including paid advertising, online social interactions, website content, as well as securing complimentary news articles both on and offline. Creating a successful PR strategy is challenging, as not every pitch works.
The League of Friends to RJAH has good impact practice, which means it takes nothing for granted and is always keen to thank staff, supporters and volunteers. The charity leadership in The League of Friends achieve results by attracting good people and keeping them motivated. Based on the principles of the benefits of storytelling, one of my favourite jobs is interviewing their stakeholders to find out what they do and why they do it and showcasing their incredible work.
Stories of great work within the hospital helps supporters to connect emotionally. Encouraging empathy and understanding earns a more meaningful and stronger desire from volunteers and supporters. Storytelling illustrates the impact of The League of Friends work and makes it more relatable and it’s much easier for donors to see how their contributions make a difference. Personal stories inspire donations and involvement in future charity work for RJAH.
Charity work benefits from storytelling in so many ways. Creating a strong sense of community amongst advocates for The League of Friends to RJAH smoothly spreads the word of its mission. Building relationships with stories of fundraising activities grows confidence and encourages prospects to become more deeply involved. Regularly demonstrating The League of Friends mission through storytelling gives it a competitive edge in today’s challenging financial environment. Campaigns showcasing the beneficiaries of the charity’s fundraising work gives supporters a deeper sense of meaning and reality. Stories keep The League of Friends donors and volunteers engaged and connected.
“Nothing succeeds like success”, Alexandre Dumas.
In tough economic times, solopreneurs, small businesses, and charities struggle as consumer spending falls. Staying visible to customers and supporters is crucial for remaining a top choice when potential donors decide how to spend their money. However big a business or charity, it is highly likely that success depends upon your reputation.
A storytelling approach makes communications clearer and using carefully selected PR techniques news can be easily tailored to many target audiences. Like many charities, The League of Friends often have multiple fundraising activities happening at the same time, but by sharing news stories in a well-angled pitch, they can become much more desirable to news editors who are usually hungry for engaging content with a difference for publications.
Success for charities is not easy, but stories can be a win factor when it comes to soaring news to the top. Compelling storytelling, executed correctly, generates excitement and entertainment, improving brand recognition and visibility for even the smallest initiatives.
Thank you to The League of Friends to RJAH for giving me the opportunity to share news of your great work.
