Grupo Agatep Chairman and CEO Norman Agatep, APR, recently shared his expertise in brand storytelling at the 32nd National PR Congress of the Public Relations Society of the Philippines (PRSP), held last September 11 and 12 at the Solaire Resort North in Quezon City, joining an esteemed lineup of speakers to discuss issues and trends affecting public relations professionals with the theme “Plot Twist: Unraveling Today’s PR Paradox.”
Agatep, who led the 32nd National PR Congress as Chairman and is also currently Vice President-External for PRSP, highlighted the important role that data plays in crafting a compelling brand narrative, citing it as a powerful tool for conveying not only complex information but also proof that will further support the brand’s messaging.
“Data storytelling requires selecting the right data points, drawing correlations, and molding them into a coherent, captivating story. In other words, the data points themselves are not the story, and your human ability to draw correlations and weave these data points is what’s more crucial,” Agatep said.
Agatep then shared six best practices to help brands make the most of their data when creating data-driven stories and narratives for their audiences.
The first is allowing the data to speak to you and then finding the hidden story in it, because data can only become truly compelling when used for a narrative that it naturally supports. The second is considering the brand’s audience, as tailoring a data-driven story to the audience’s values and interests ensures it resonates and drives engagement.
Choosing data that aligns with your brand message and informs the topics you want to explore, rather than studying all available data, helps to build a single-minded story. Analyzing the data to unearth patterns and relationships also contributes to a more compelling narrative, revealing meaningful truths that elevate the story from informative to insightful.
The fifth is utilizing clear and creative visuals to make complex data digestible and emotionally engaging, enhancing the impact of the story. The last is forging human connections by framing the data around real human experiences, so that it builds trust and empathy, and in turn, transform numbers into narratives.
Knowing how to utilize data for storytelling, Agatep said, allows brands to create meaningful content, enhance consumer engagement, and deliver measurable results. By transforming data into insights and actionable ideas, brands can create richer stories that resonate more, fostering stronger and more lasting connections with audiences.
“All you need is to examine data with a human heart. Don’t be intimidated by the numbers, but instead allow your feelings to motivate you to create a story from the figures and transform logic into magic,” Agatep said. “Because in truth, data is your friend, and if you realize that it can fuel your stories to solve real life problems that you are passionate about, then you should be good.”