Throughout human history, stories have been a fundamental way in which we connect with people and think about the world. As children, we grow up hearing stories and as we get older, begin sharing stories of our own. Stories are an essential part of child development, and if done correctly, hold our attention as adults, provide entertainment and hopefully teach us something about the world.

They are equally important for a company or organization. A well thought-out and compelling story can help to drive broad awareness of a company, build brands, shift perceptions, establish thought leadership, and even increase sales of a product or service.

One of the most effective ways for companies to leverage storytelling is to think about and develop a story arc. Think of a story arc as a trajectory, extended storyline, or the ongoing narrative that highlights a company’s overarching vision and its journey toward achieving it.

At Communiqué PR, we believe the purpose of a story arc is to show how an organization is moving from one state to another — in other words, how the company or organization is effecting change. To effect change a company must have a clear vision of where it is headed, and using a story arc can help dramatically.

In any convincing story (think novels, television, motion pictures or stage plays), the story arc should consist of the following elements: a protagonist, an antagonist, a cast of characters, a setting, a plot, a conflict and a resolution. To be effective it should play off human emotion and personal experience. Each company announcement, press release or interview provides the company spokesperson with an opportunity, or an “episode,” to put it in television terms, to support the broad narrative or story arc.

Nike is a strong example of a company that has developed a compelling story arc. The company’s goal is to provide innovation and inspiration to every athlete in the world. This vision of inspiring athletes is weaved into every aspect of the company’s marketing – from its press releases, branding and advertising to the its selection of the right images that leverage Nike’s key theme of innovation and inspiration.

We’ve had great success helping clients create a story arc to help them achieve their business and communication objectives. Take Digonex and Big Fish Games. Both companies were looking to drive awareness of their companies and establish thought leadership in their respective markets. We worked with each company to develop a strong story arc showcasing their respective vision and journeys – each press release, press tour or interaction with a journalist supported the companies’ larger goals.

By framing news in the context of the company’s bigger story, we were able to garner significant coverage in Red Herring, Reuters, NPR, Billboard Associated Press, Inc, MSNBC, The New York Times, NPR, Reuters, USA Today, and the Wall Street Journal, as well as many other outlets. This coverage ultimately helped Digonex and Big Fish Games build their reputations as leaders in their industries and helped attract customers, key partners and additional investment.

If you would like to learn more about the benefits of a story arc or how to create one, check out our book, “Strategic Public Relations.”