I’ve told stories throughout my career. First in journalism, then with clients and employees as I started a PR firm, in my speaking engagements to leaders around the country and now as I’ve written a book. Storytelling is how we connect and show genuine authenticity and vulnerability as leaders.
Over the past few years, as I’ve traveled the country speaking to other business leaders and executives about the power of social media and creating a digital legacy, I’ve asked why they’ve held back on being active on social media. Often, it’s because they’re unsure how to capture their stories, so I share my own experiences, and then someone else shares theirs. It becomes a domino effect as we connect over shared experiences.
Every person’s stories hold power, and it’s important we share them to help others. While I’ve shared stories for a long time, these past few years have taught me even more about the power of storytelling.
Telling Your Story With Authenticity
When I first started writing my book, it didn’t have many personal stories. It was a standard business “how-to” book about social media and creating a digital legacy. It lacked the soul I had envisioned for it. Stories from my grandmother’s diary were in there, but even those were hard for me to connect with. I began adding stories from clients, employees and from my personal life. For years, I’ve preached authenticity and vulnerability, and I needed to model that. The end result is something I’m proud of and I know it will help others.
It’s the same challenge many business leaders face. Those in the C-suite speak a different language than the interns. Storytelling opens the door for questions, curiosity and connection, helping everyone get on the same page.
It’s something we’ve told clients at Media Minefield for years. You can’t fabricate authenticity. Whether in a blog, an internal memo to employees, a social media post, a press release or an earned media interview, you must be true to yourself and your story. Your audience will see right through your message if you’re not being authentic.
The Intersection of PR and Storytelling
PR for so many years has been about the data. And while the numbers are important, they don’t tell the whole story. Many of the numbers I use in the book back up the facts of my message, but they don’t give readers something to connect with. As I completed academic work for my Master’s degree, I used numerous numbers to support my papers. But those numbers only take you so far.
I started Media Minefield 15 years ago; that number doesn’t tell the whole story. It doesn’t paint a picture of being in my basement and signing the first client. It doesn’t add the flavor or fun when I talk to current team members who were in middle school back then! It doesn’t tell you what has happened, what we’ve learned and the people we’ve impacted over the years. PR is about transferring the message and storytelling makes it stick.
I continue to be surprised at the power of storytelling. When my son Alec was diagnosed with cancer in early 2025, I eventually shared the message on social media to raise awareness. The overwhelmingly positive response blew my family away. We received support, encouragement, prayer and connections to others who faced similar cancer battles from people we’ve never met. The powerful reality of vulnerably and authentically sharing stories is the outcome: Alec’s journey has helped others in ways we can’t even imagine. Some of those messages ended up in my book as I made edits to tell a story I didn’t anticipate.
Often, we believe that social media and the stories we share have to be perfect, and the images have to be pristine. But storytelling, like life, isn’t perfect. Creating impactful, meaningful connections requires authenticity and vulnerability.