In a communication campaign, under an umbrella concept, our clients often ask us to develop a communication strategy that impacts different audiences. Having a team that knows how to design and implement this narrative ability, Regardless of who the message is aimed at, today it is a must for any communication agency. In today's post we analyse the value of this editorial tool and which are the most important qualities an account executive should have in this area:
The storytellingBeyond simply telling facts, it involves knowing how to create a narrative that is easily understood by the receiver but which clearly integrates a main message. The storyline to be developed should fulfil four premises: the use of a understandable messagehave the capacity to engagementto create credibility and trust towards the brand and, finally, to be able to maximise their visibility through quality creative content, as it tends to be more shared by the audience.
For a storytelling campaign to be effective and comply with these four factors, from InfluenceSuite we have identified the five essential qualities an account executive should have:
- Strategic vision: has to understand how storytelling fits into the overall communication strategy.
- In-depth business knowledge of the client: This includes both its products or services and the sector in which it operates.
- Narrative skills: must have the ability to generate original and engaging ideas that tell a unique story, making use of empathy and, where appropriate, the cultural sensitivity it requires
- Adaptability: must be able to create stories according to the communication platforms to be used and the changes that may occur in the sector or among the audience to be reached.
- Analytical skills: being able to interpret data to help steer the story towards the campaign's objectives is critical to success.
At InfluenceSuite we are aware that we find ourselves in a world saturated with information. Therefore, making the right use of storytelling is what can make the difference in achieving our clients' objectives.