Even being a term widely used in marketing, storytelling continues to be a valuable tool to influence image and, with it, reputation in a sustainable way.
Storytelling is nothing more than telling a story, although it is not a question here of inventing a story or a fable, but of nesting the culture, values and future plans of the company in an attractive story . This way of telling also reaches those consumers who are not necessarily interested in data and facts, but rather prefer emotional communication. The data must be framed in an attractive context for the audience, that excites or makes them think, in which the images contribute to increase the emotional effect of the story. Whenever possible, the ideal option is to use a multimedia concept.
In the context of online reputation management, it is indifferent whether a previous story is used or a new one is created, because the important thing is not to launch two stories at the same time that they contradict each other or have very divergent styles. And is that for storytelling to make sense, an unmistakable style must be developed, a proper way of telling a story that will be consolidated in the reputation management actions that are carried out. Likewise, the style and tone of the story must also be adjusted to the way in which the company addresses the target audience, which also includes the greater or lesser freshness of the company when responding to criticism. Are you willing to oppose the client, always in an appropriate way, or would retracting it better fit your image?
If we launch two stories with a different tone at the same time, this principle is contradicted. So first of all it is convenient to dedicate yourself to defining the style and the way of speaking to your clientele in order to reach the audience with exciting stories.