Since the dawn of time mankind has been a sucker for a story. We may be wearing synthetics now instead of skins, but that one truth has not changed. Whether you are communicating with employees, customers or the media, a story has the most power.

Recently I read a piece in Bull Dog Reporter quoting Wall Street Journal Reporter Don Clark on the power of narrative to break through the media wall. Here is an excerpt from the article:

Know what constitutes a front-page piece"tell a story. "We're not just looking for announcements," says Clark. "We're looking for great story elements. That's how we work. For example, your story should include a level of drama"like a guy so upset with his company stock that he flew a plane into a mountain. But drama is just one element." Some others:

Narrative: "What people want to read now is some narrative and a story line. For example, we tell stories through characters and people"not products," Clark shares. "A good illustration would be somebody saying their plan worked just like they thought it would. Well, that's not a story. We want things that are unexpected. We want to hear the stumbles, the roadblocks and the bad luck"then the good news at the end. But PR people always start with the good news."

Conflict: "Similarly, journalists are interested in conflict," Clark says. "For example, companies suing each other has plenty of tension. A lot of people want to say they have no competition. But that's a great way not to get written about."

Now, how can you incorporate storytelling into your organization's publicity efforts? Just like Stephen King does. Start with the hero in his everyday, believable world. Then, take him on a journey into an unbelievable world. The hero completes his journey, returning to the old world inextricably changed. You also need a universal theme or a unique point of view that propels the story forward, like "good triumphs over evil," or "the small outfoxes the large opponent."

Next, remember the idea is not to sell the audience something, it is to engage them.

So, what's your story? Weave one of your own to break through the clutter.