From Public Relations (PR) to Public Interest

I recently went to the FRANK conference for social change communications at the University of Florida

where on Thursday (Oct.4) evening I heard the author of Wired for Stories, Lisa Cron, speak about the

importance of stories as well as how stories are a neurological process.


FRANK conference for Social Change Communications. Karel Fellows sit at table before conference starts.
photo by Ann-Makir Magloire.          

                "Easy to mistake for entertainment," said Lisa Cron about stories.

Cron continues to say that during the start of civilization all that people had were stories and that stories

were crucial to evolution more than opposable thumbs. She said that if a man saw a lion in the jungle roaring,

 'Man run'. She used the situation to point out that civilization flourished because "facts don't move people

into action" it is the stories that was shared and passed down from generation because of experiences. Each

individual learned from stories. The next time another person sees a lion he or she isn't going to wonder he

will know to run because of the story, said Cron.

FRANK conference for Social Change Communications.
photo by Ann-Makir Magloire.

             "We think in stories, what things mean to us," said Cron.

People are interested in knowing how a situation can be applied to their personal lives and tune out if the

information is possibly irrelevant. Stories are a way to engage individuals.

               "Story is to anesthetize the analytical brain," said Cron.

This is to say when one hears a good and effective story, a person concentrates and devotes his or her full

brain wholeheartedly in the story.

Cron said when developing a story it is important to address these four questions;

1. Who is your audience?
2. What is the point (of your story)?
3. What's your call of action? (simple and easy)
4. Why aren't they doing it right now?



          "Story is about one person who solves one problem and learns one thing," said Cron.

Cron illustrates this by referencing a John F. Kennedy (JFK) quote, when JFK was asked "How did you

become a war hero" he replied "I had no choice. They sinked my boat."

Cron said as the quote demonstrates there being a person, JFK, who encountered a problem and becomes

a hero.

Picture of Frank Karel on presentation screen at FRANK conference for social change communications.
photo by Ann-Makir Magloire.                     

            Finally, Cron state that happiness is having meaning, hope and purpose and that is what a story does.

Why was all of this important to record or how is it related to public relations (PR):

Well stories are important to communicate with people or the public. So, if as a pr practitioner I do not

understand people, their stories, I can't do my job well because PR is building and maintaining relationships

and well stories are a great way to do exactly  that.

           I should note that the reference to the "public interest" was because the FRANK conference is in

honor of Frank Karel who is a pioneer in social change communications, or public interest communications

as well as a UF alumni.

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