Leveraging customer-interviews can help PR professionals humanise the branded story

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 24, 2020, 6:01 PM UTC

Sharing stories with audiences can make customers feel more connected to the brand.

PR professionals should humanise their brand through a storytelling approach as 50% of B2B buyers prefer buying from a brand they can emotionally connect with. Interviewing customers about how a specific product helped solve their problem can aid PR experts to uncover stories. Conducting these interviews over the phone or video calls, instead of email, can help gather better quotes and information. 

Highlighting customers and employees in branded stories can help PR experts humanise the brand. Organisations can also create a story “bank” by asking employees to share their stories.

This “bank” should be then tapped and appropriate content highlighted on public-facing channels like social media, customer newsletters or internal channels. Communication professionals should promote a single story in multiple formats to fully showcase the human angle.

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