Written by SOCIATE’s PR Executive and Storyscaper – Tazeen Jafri
I’ve always been a reader of topics that interest me, whether it’s for pleasure or for knowledge. Even after graduating, I have continued reading Advertising/PR/Marketing books and one of them talks about “making customers want to jump into your world and become a part of your narrative” (Storyscaping, Legorburu and McColl).
Storyscaping, the name of the book that was originally published in 2014 and I have still kept handy, also states that businesses need a great story, they need to create immersive worlds that resonate with the highly connected and digitally enabled consumer of today (Legorburu and McColl). And so, this book strengthened my love for communication and transformed the way I perceive the digital world.
Over the period of my career, one of the most prominent and biggest industry trends in PR and Advertising that I have noticed is “Creative Storytelling.” Storyscaping, however, takes it to the next level where consumers and brands build long-term and interactive relationships through worlds created around the consumer. The customer experience can be assessed, enhanced and developed by using strong narratives to compel consumers to become brand loyal and influencers. Take for example the whole world surrounding the Harry Potter series, it started with books in 1997 that were then realized through film, game, The Wizarding World of Harry Potter (theme park), it’s 2017 and you can still keep adding to the list.
The turning point at which I was finally convinced of this trend, was coming across this article, that stated, “It’s easy to see how you’d be more likely to consider a purchase if the call to action were placed somewhere in a compelling story” (Farrell). This article, published Oct. 11, 2016, is like a quick outline of the book.
Consequently, a storyteller like myself, evolved to Tazeen Jafri, PR Executive & Storyscaper. At this point in my career it is truly essential for me to work in a company that matches my caliber in modernizing techniques and gives me creative license and independence, all this in a positive space with open communication and with an opportunity for growth. It seems fitting that I landed myself a gig at SOCIATE which checks all my boxes and where we have a forward thinking approach to PR and all things communication.