Brands Telling Digital Stories

• Author(s): Dr. Charu Lata Singh
• Paper ID: 1709592
• Page: 351-356
• Published Date: 09-07-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 9 Issue 1 July-2025

Abstract

The social media is disrupting the PR campaign cycles; it is being displaced by social media campaign tactics which belong to an entirely different ecosystem where the act of sharing social media content generates publicity in lieu of a campaign event. Although marketers may think of social media in terms of brand awareness and reputation management, the effective use of social media in Public Relations campaigns can generate conversion, facilitate brand positioning, and maintain continued brand sustenance. Today, Public relations and digital storytelling are more important than ever. Harnessing the power of storytelling, a company can influence the perception of its brand and products and create emotional connections with customers. The USC Centre for Public Relations in its Global Communications Report 2017, maintains the top three trends identified as: Digital storytelling; Social listening; Social purpose. The 2023 report titled, ‘New reputation’ explores the evolving nature of corporate reputation. The engagement between the consumers, employees and investors to build reputation is nothing but story telling. A PR team must understand the importance of storytelling. Focus on what your audience cares about, about their problems, and how those challenges can be overcome is important. It would be interesting to study, how award-winning PR campaigns used story-telling on social media. To study the topic, the paper employs collective case-study approach. The methodology would entail to select award winning campaigns of the year and then study the social media campaigns of these brands as case studies. The cases would then be analyzed on various aspects: The storyline; the digital story-telling, audio/video/ interactive websites/games etc.; social listening: social engagements, linear/nonlinear; consumers leading the conversations; investor stories; social purposes; engagements and interactions. The paper is significant as today the corporates and brands must go beyond pitching products. It is much more important to be authentic, and engage with the audience and the media. PR can witness the good story grow, evolve and inspire new ones to do their job. The outcomes of the study would definitely put light on the digital story telling importance and its role in brand building.

Keywords

Social Media, Digital Storytelling, Corporate Communication/ Public Relations, Social Media/Digital Engagements, Brand Building.

Citations

IRE Journals:
Dr. Charu Lata Singh "Brands Telling Digital Stories" Iconic Research And Engineering Journals Volume 9 Issue 1 2025 Page 351-356

IEEE:
Dr. Charu Lata Singh "Brands Telling Digital Stories" Iconic Research And Engineering Journals, 9(1)