Five steps to communicating your brand story



“Step out of the history that is holding you back. Step into the new story you are willing to create.”

That’s the inspirational quote we chose for May on our 2021 calendar, words from Oprah Winfrey.

We chose the quote back in November 2020 when we were putting together a desk calendar to celebrate Twelve PR’s 25th anniversary this year.

Each quote was chosen to illustrate a PR skill, to highlight how we could employ that technique to support your business needs.  This month’s quote is about the power of communication through employing key message and stories.

In her interview with Oprah, Meghan Markle got her story and her truth across to millions or maybe billions of people.  It’s a case study in communicating skills that most people will be familiar with.

However for those without access to Oprah, it can sometime be a little more difficult to get your message across.

Here’s a summary of the five step process to identify and communicate your story in PR.

  • Explore the key messages and statements you want people to know.
  • Identify the evidence to accompany each statement or message
  • Identify your key stakeholders or customers and understand their communication channels and customer journey.
  • Agree your spokespeople or champions. Who you pick to tell your story and how they tell it says a huge amount your product or brand.

And the fifth and final step – develop a communication strategy which will help you convey your messages in the channels where your target audience (stakeholders and customers) – will be able to discover it.

To be in the news it has to be well, news, or interesting.

That’s where a PR agency earns its stripes. In bringing your story to life.

So, if you would like to bring your story or your business to the attention of more people, do get in touch.  It would make our 25th anniversary year even more special if we could celebrate by creating an amazing campaign to tell your story.

Saving our planet is now a communications challenge


“So, David, what does success look like?” no one ever said to him.

We all know what he wants to see happen, what he might consider success: an end to deforestation, dying coral, and global warming; fewer forest fires, less plastic pollution in our oceans and support for bio-diversity to name just a few. We want to see that too.

It’s impossible to compare oneself to Sir David Attenborough, and horribly feeble to use his words to shoe-horn in a connection, but obviously this is about to happen.

PRs are often asked ‘What does success look like?’ and it’s an important question because clients are paying serious money for our services.

There’s a useful blog post on this subject on our website so please check that out if you would like some serious suggestions about measurement and KPIs.

I want to talk about the less tangible outcomes of communications; ones that don’t make it onto the monthly results report or spreadsheet of scores, but which really matter to us in comms.

We were super proud during lockdown to have provided PR support for Earthwatch’s new programme called Naturehood. Helping people keep their sanity and protect nature all at the same time – it’s a wonderful community scheme. Thousands of people have signed up, I’m delighted to say.

I put a little snippet in our village newsletter afterwards about a Citizen Science campaign from Earthwatch called FreshWater Watch.   A few days later I got this nice email and photo back from someone in the village:

“Fran did the water test thing that was in your village newsletter did you want her to write an article about it?”


This, in a nutshell, is why I love working in communications. It really can make a difference.

The perfect time for poetry


Yesterday Ofsted announced that GCSE pupils taking English literature exams next year won’t be required to study poetry.

There is apparently “significant concern” about teachers’ ability to cover all the required topics in the time they have available after the closure of schools during the coronavirus pandemic.

This story was reported on the evening news and came after the reports about that devastating explosion in Beirut.

Those poor people in that beleaguered nation.

Bel Trew, Middle East correspondent for the Independent, who lives in Beirut, reported these words which express the depth of their tragedy:

“We just can’t take any more, it isn’t possible,” said one woman, who had been treated for a minor head injury.

“We have no money, no food, no electricity, now our houses are destroyed, and family members are missing. It feels like the end of the world.”

What has this got to do with poetry? Everything.

Kahlil Gibran, Lebanese poet explains it better than I ever could:

Poetry is an opportunity to express emotions and explore creativity in a way which is especially important at times of difficulty or crisis.

Just spend half an hour in a class of primary school children writing poetry and you will discover that it is a natural outflow of ideas and expression unlike any other form of communication.

Throughout the Covid-19 crisis it has been an incredibly important emotional outlet for many people. We helped to promote a poetry writing competition during lockdown for our client Earthwatch which produced a huge response. Partly this is down to our great PR skills of course, but it also proves that poetry is important to a lot of people.

So now is absolutely not the time to say there isn’t time for poetry. It should be taught in schools to GCSE level, leading children to discover their own talents, express their emotions; and as way to help them make sense of the world.

For a perfect poetry compendium for our troubled times or a troubled mind I thoroughly recommend The Poetry Pharmacy: Tried-and-True Prescriptions for the Heart, Mind and Soul  by William Sieghart.

To support the people of Beirut there are many options, here is just one I recommend, the Lebanese Red Cross:

If you would like to explore how we could provide some poetic PR for you please do give me call or email