NGP Commentary: PR Needs a Story, NOT Just Talking Points!

With everyone being constantly bombarded with information from Tiktok, YouTube, lifestyle magazines, and even billboards, we understand why you’d want to stand out. 

This should be enough reason to know that your brand needs more than just messaging—you need compelling narratives.

While talking points are important for consistency and alignment, a campaign that leans only on them can come off as mechanical or uninspiring. Audiences want stories they can connect with: stories that are engaging, relatable, and memorable. That’s the power of effective storytelling. Are you harnessing that power well?

Read on to find out.

Why Talking Points Aren’t Enough

Imagine reading a press release that feels like a product manual. Yes, it might be what readers need to get to know your brand, but will it make them care for your brand? That’s the thing with talking points. On their own, they’re just bits of information, like puzzle pieces scattered on a table. They only start to matter when you connect them to tell a bigger, more meaningful story.

For example, when Ming Sing Agua de Florida (AdF) launched in the Philippines, we made sure consumers knew some factual information, like: 

• AdF being essential-oils based
• Is gentle, multipurpose, and perfectly sized for bags, desks, or travel
• Can be used as a:
  • Disinfectant
  • Air freshener or odor eliminator
  • Fabric spray
  • Light perfume

If these details are simply listed as-is, the brand risks getting lost among many competitors. To truly connect with consumers and make them care, the story needs to go beyond just features. 

Here’s how a compelling PR narrative brought these facts to life:

Why Stories Resonate with Audiences

Jerome Bruner, a cognitive psychologist, says we’re 22 times more likely to remember a fact if it is told within a story (Harrison, 2015).  A well-crafted story offers a beginning, middle, and end. In the Philippines, where word-of-mouth and emotional connection heavily influence buying decisions, storytelling becomes even more powerful. People don’t just purchase products—they invest in stories that reflect their values, experiences, and dreams. 

Storytelling in PR Campaigns

Many successful PR campaigns in the Philippines already harness storytelling techniques to make a lasting impact. For example, advocacy efforts, focusing on health, education, or the environment, are most effective when they go beyond presenting raw data. It creates more impact when they bring in relatable human stories: a mother, a student, or a community facing real challenges and change.

For example, HIV awareness campaigns are far more impactful when they focus on a child born with the disease, rather than only presenting statistics. Personal stories like these resonate more deeply, making the message more memorable and emotionally powerful for the audience.

What Creates a Compelling PR Story?

To create a PR story that stands out and convinces your target consumers to care, it should have characters, conflict, resolution, and emotional hook. 

• Characters – represents your brand
• Conflict – Challenges your characters are facing
• Resolution – How does your product, service, or cause solves the conflict
• Emotional connection – why should people for your brand?

For example, instead of simply promoting “modern farming methods,” a campaign in the Philippines could tell the story of Aling Rosa, a rice farmer in Nueva Ecija. After years of unpredictable harvests due to drought, she attends a government training on climate-smart agriculture. With new techniques and tools, her yields improve, allowing her to send her grandchildren to school. Her story shows how innovation in farming isn’t just about crops—it’s about changing lives.

Talking Points Still Matter—But They Need a Story

This does not mean you should ditch your talking points. In fact, they’re crucial for media interviews, press kits, and Q&A sessions because they keep your messaging clear and consistent. But think of talking points as ingredients, they’re important, but they do not make a full meal on their own.

Without a storyline, talking points feel disconnected. But when woven into a strong narrative, they become part of a memorable arc that resonates. Brands that can combine both structure and storytelling are the ones that truly stand out in conversations, both online and offline.

How a PR Agency Can Help

Many businesses find it challenging to turn internal talking points into compelling stories that connect with the public. We, in NGP IMC, can help you:

• Identify meaningful stories that align with your brand and audience.
• Craft compelling narratives that connect emotionally and leave a lasting impression.
• Distribute stories strategically across the most relevant media channels to reach your audience where they are.

In today’s competitive landscape, transforming your brand’s key messages into powerful stories is essential to truly connect with your audience. At NGP IMC, we specialize in helping businesses bridge that gap, by uncovering meaningful narratives, crafting emotionally engaging content, and strategically sharing your story through the right channels.

Partner with us to turn your talking points into stories that not only resonate but also leave a lasting impact.