How to Make Storytelling in PR Inclusive and Relatable

In today’s hyper-connected and culturally aware world, storytelling in public relations isn’t just about broadcasting brand messages—it’s about building trust, human connection, and social relevance. At the heart of this evolution is the growing demand for inclusive and relatable storytelling. Why? Because audiences are more diverse than ever, and they want to see themselves reflected in the brands they engage with.

To truly resonate, PR professionals must move beyond one-size-fits-all narratives and embrace stories that celebrate diversity in race, gender, ability, age, sexuality, socioeconomic background, and lived experience. This means creating space for underrepresented voices and crafting campaigns that connect across cultural lines without stereotyping or tokenism.

Here’s how to make your PR storytelling more inclusive—and more effective.

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1. Understand Who You’re Talking To

Effective storytelling starts with listening. Before you craft a message, you must understand who your audience is—not just demographically, but emotionally and culturally.

Who are they?
What do they care about?
What issues affect them personally?
What languages, symbols, or references are meaningful to them?

Creating inclusive stories means doing your homework. Use tools like community interviews, social listening, and customer feedback to build personas that reflect real people—not assumptions.

✅ Tip: Don’t rely solely on internal perspectives. Reach out to diverse community members to gain a fuller picture.

2. Move Beyond Stereotypes

One of the biggest mistakes in inclusive storytelling is defaulting to clichés or flat characters. Stereotypes may seem convenient for quick storytelling, but they alienate more than they engage.

For example:

Not all women are caregivers.
Not all people with disabilities want to be seen as inspirational.
Not all youth are social media-obsessed.

Real people are complex. They live at the intersection of many identities and experiences. Your stories should reflect that.

✅ Tip: Ask yourself, “Is this character/story multidimensional, or are we relying on tropes?”

3. Diversify Your Story Sources

Who gets to tell the story matters just as much as the story itself. If your press releases, case studies, or campaigns only quote executives or spokespeople from a single background, you’re missing out on authentic perspectives.

Include:

Employees from different departments and cultural backgrounds.
Customers with diverse identities and needs.
Community voices, activists, or local leaders.
Partners or suppliers who reflect a wider network.

✅ Tip: Use first-person narratives and video testimonials when possible. Let people speak in their own voice.

4. Use Inclusive Language

Words shape perception. Inclusive storytelling depends on the thoughtful use of language that respects people’s identities, experiences, and pronouns.

Here’s how:

Use gender-neutral language where possible.
Avoid ableist phrases (e.g., “crazy,” “lame,” “blind to”).
Capitalize racial and ethnic identities (e.g., Black, Indigenous).
Use people-first language (“person with autism” vs. “autistic person,” depending on community preference).

✅ Tip: Create an inclusive language guide for your team and review content regularly for bias.

5. Showcase Diversity Visually

In today’s visual-first media environment, storytelling isn’t just about words. Your visuals—photos, videos, infographics—send powerful messages about who belongs and who is visible.

Ensure your imagery reflects:

Racial and ethnic diversity
Body diversity
Age and generational variety
LGBTQ+ inclusion
Disability visibility

Avoid tokenism by using visuals that are authentic, not staged. Better yet, co-create content with real people rather than using stock imagery.

✅ Tip: Include captions, transcripts, and alt text to make all content accessible.

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6. Tell Stories of Both Struggle and Strength

Inclusive PR shouldn’t focus only on feel-good narratives. Real people face challenges—especially marginalized communities—and your storytelling should reflect that complexity.

It’s okay to tell stories of hardship, as long as they’re respectful and grounded in dignity. But be sure to also spotlight joy, success, and leadership. Communities want to be seen for more than their pain.

✅ Tip: Ask: “Does this story empower or exploit?”

7. Collaborate With the Communities You Feature

Inclusion is not just representation—it’s participation. If you’re telling stories about specific communities, involve them in the process.

This means:

Getting input before storytelling begins.
Letting them review drafts or approve final content.
Compensating them for their time and insights.
Giving them credit and agency in the final output.

✅ Tip: Consider forming a community advisory board to guide inclusive messaging.

8. Avoid One-Off Diversity Campaigns

True inclusivity is embedded, not episodic. Avoid launching a diversity-focused story only during Pride Month, Black History Month, or International Women’s Day—only to go silent the rest of the year.

Your PR storytelling should reflect inclusion year-round, not as a side campaign, but as part of your brand’s DNA.

✅ Tip: Audit your past campaigns. How consistently do they represent a wide range of voices?

9. Train Your PR Team in Cultural Competency

Even the most well-meaning storyteller can miss the mark without proper education. Equip your team with the tools to spot bias, navigate complex identities, and recognize the nuances of inclusive communication.

Offer training in:

Unconscious bias
Cultural sensitivity
Inclusive writing
Ethical storytelling

✅ Tip: Bring in external experts or diversity consultants for workshops.

10. Measure Impact, Not Just Reach

You can’t improve what you don’t track. Traditional PR metrics like impressions and shares are helpful, but they don’t capture whether your storytelling is truly inclusive.

Measure:

Audience sentiment from underrepresented groups
Community engagement and feedback
Representation metrics (who’s being featured?)
Accessibility scores (readability, captioning, etc.)

✅ Tip: Include qualitative feedback from your diverse audience in your campaign review process.

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Final Thoughts: Make Inclusion a Habit, Not a Hashtag

Inclusive storytelling in PR isn’t just the “right thing to do.” It’s a business imperative. Brands that reflect the richness of the real world are more trusted, more relatable, and more likely to drive long-term loyalty.

When you tell stories that people recognize themselves in—when you uplift voices often unheard—you don’t just make headlines. You make a difference.

So, the next time you sit down to write a press release, produce a video, or pitch a media story, ask yourself: