MAM
Harnessing the power of storytelling in PR campaigns
Mumbai: Storytelling and humanity have always been intertwined. Our brains are naturally wired to understand and retain information more effectively when it is presented as a story rather than as a list of facts. In public relations, storytelling is essential for creating a meaningful impact for the brands we represent. It involves crafting overarching themes and narratives that engage audiences and resonate with them on a deeper level. The art of storytelling has become a powerful tool in shaping public perception and building brand credibility.
The power of storytelling is crucial for the success of PR campaigns. It’s important to harness the unique narratives behind each brand, product, or service to create engaging campaigns for the target audience. By doing so, you capture their attention and build lasting relationships, enhancing brand loyalty and trust.
How storytelling drives PR campaigns and strengthens brands:
Personalises the brand – Storytelling in PR campaigns humanizes the brand and gives it a recognizable identity. Through compelling stories, brands can showcase their values and culture, making them more relatable to their audience. This approach builds trust and loyalty, as the target audience feels a deeper connection with the brand through these narratives and campaigns.
Increased brand recall – In an age of reduced attention spans, PR campaigns and well-crafted stories enhance brand recall and make the brand more memorable to the audience compared to mere facts and statistics. Stories have the power to cut through the noise and capture the audience’s attention. By presenting information within a narrative framework, PR campaigns become more engaging and impactful.
Building trust and credibility – Storytelling is a vital tool for building trust and enhancing credibility for brands. When brands share stories that highlight key milestones, challenges, and their commitment to their business, it helps cement their authenticity and reliability. Highlighting success stories and testimonials from consumers within compelling narratives further builds trust, not only with existing stakeholders but also with potential clients, partners, and investors.
Break from the clutter – Amidst the constant influx of startups and new businesses, it’s crucial for brands to stand out and distinguish themselves from the crowd. Compelling storytelling serves as a vital tool for brands to become key differentiators in the market. By presenting their unique selling points in narrative form, brands can effectively engage their audience and carve out a distinct identity.
Crisis management – In the realm of products and services, crises are nearly unavoidable. How an organization navigates through a crisis can either bolster or tarnish its reputation. Storytelling emerges as a pivotal tool in crisis management, framing narratives that cast the company in a positive light while taking ownership of the situation. Proactively sharing stories of overcoming challenges or rectifying mistakes can mitigate the impact of a crisis on the company’s reputation through PR campaigns.
PR campaigns and storytelling have the power to revolutionize how brands interact with their diverse stakeholders. By personalizing brands, fostering engagement, establishing trust and credibility, standing out in competitive environments, and managing crises, storytelling elevates PR campaigns to unprecedented levels of success.
In conclusion, storytelling stands as a cornerstone of successful PR campaigns, offering a multifaceted approach to engaging audiences, humanizing brands, and building trust. Whether it’s forging connections, navigating crises, or differentiating in a crowded market, storytelling empowers brands to craft compelling narratives that captivate, inspire, and ultimately drive their desired outcomes.
The article has been authored by Mint + Milk Communications founder Janvi Mankani.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
