Public Relations & Social Marketing Insight

...So why, if the facts are on industry's side, and our president stands among natural gas' supporters, has the reputation of Marcellus Shale taken such a hit? The rationale I presented at the conference is that while facts are important, emotion is what wins the hearts and souls, and public opinion. I explained that while many in the room had philosophical differences with the ways in which so-called "fractivists" have dominated the story, there is still much to learn from their techniques.

At the meeting, I provided six out-of-the-box ideas for humanizing the face of the natural gas industry, along with the precise tactics, terminology, and language that needs to be used, alongside fact, to tilt public opinion in the favor of smart, respectful development that will tap an estimated 100-year supply of cleaner burning, domestically produced energy -- one that requires no risk to human life to develop and one that can and is being produced with limited environmental impact....

[Solid strategic PR analysis by Greg Matusky - JD]

In public relations, narrative offers a way to enable ideas, opinions, values and meaning to be expressed within a broader framework than the concept of “key messages”, which tend to reflect slogans, headlines and other contrived statements. Key messages can be part of the organizational narrative but too often are simply BS corp-speak lacking any real human connection.

Narrative draws on various literary and cultural principles, methods and practices; it is woven into the fabric of society and joins together our interpersonal relationships. It can be abused by PR practitioners...

[Excellent storytelling insight from Heather Yaxley - JD]