TORONTO, ON (August 30, 2017) — The success of any strategic communications effort hinges on the persuasiveness of the story being told. Narratives that are deeply relatable have the power to galvanize opinions, change behaviours and build the winning conditions to achieve a desired outcome. That’s why Hill+Knowlton Strategies (H+K) developed ProPEL+ – a proprietary approach to crafting compelling corporate and campaign narratives. ProPEL+ optimizes clients’ persuasive impact with the audiences that matter most to their business – from customers and employees, to governments, regulators and key opinion leaders.
“The right story can make all the difference in achieving your communications and business objectives,” says H+K Canada vice-president Rick Harari, who led the service offering’s development. “With ProPEL+, we are pleased to offer our clients a rigorous, insights-driven approach to develop powerful narratives that move their audiences and drive their businesses forward.”
Grounded in Aristotle’s time-tested concepts of pathos (what you feel), ethos (who you believe) and logos (what you understand) – the methodology utilizes primary and secondary research to identify the strongest appeals of emotion, credibility and logic for each target audience. The insights are used to build a cohesive story arc and supporting themes, which become the basis for all communications, ensuring consistency and impact. Once complete the story is tested and refined through a variety of research methods which can include: internal or external focus groups, elite stakeholder interviews or public opinion research.
“ProPEL+ goes beyond traditional key messages to create emotive and memorable stories,” says Joseph Peters, chief strategy officer, H+K Canada. “The process is uniquely designed to uncover the ideas that resonate most strongly with target audiences and use them as the foundation for effective communications strategies.”
H+K has employed ProPEL+ to help clients across a range of industries to tell impactful stories – from launching a new product line for one of the world’s best known food companies, to introducing a significant infrastructure plan and advocating for policy and regulatory changes in transportation, healthcare, education and financial services.
To learn more about ProPEL+ click here.