How to Write PR Stories: 9 Storytelling Frameworks to Win Hearts

Storytelling in PR is about creating connection. The most powerful stories help your audience see themselves in your message. Good stories build trust, humanize your brand, and inspire people to care, share, and act.

In today’s noise-heavy media landscape, facts alone don’t stick—stories do. Whether you’re launching a PR campaign or announcing a product, great storytelling helps shape narratives and convey your messages.

In this guide, we’ll break down 9 powerful storytelling frameworks used by PR pros, brands, and communicators to turn everyday messages into unforgettable narratives.

1. ✨ BAB – Before-After-Bridge

• Before: Imagine the reality your audience lives in now—challenging, frustrating, full of roadblocks.

• After: Paint a vivid picture of the world where their problem is solved.

• Bridge: Your offer becomes the bridge to that better reality.

Example:

Alex used to mess up every PR campaign. He micromanaged everything, didn’t listen to his team, and slowed things down. But after taking a leadership course, things changed. He started trusting his team, communicating clearly, and leading with confidence. Now, campaigns run smoothly, and the team works better together—and gets real results.

2. 🚙 CAR – Challenge-Action-Relieve

• Challenge: What obstacle did someone face?

• Action: What did they do to overcome it?

• Relieve: What was the result or outcome?

Example:

Bob constantly clashed with clients and couldn’t get buy-in for his ideas. He took the PR Leadership course, learned to present strategies with clarity and data, and started using storytelling techniques. Now, clients listen, approve, and recommend him to others.

3. ⏳ PPF – Past-Present-Future

• Past: A relatable struggle from the past.

• Present: The current situation—still challenging, but evolving.

• Future: A hopeful vision of what’s possible.

Example:

Bob used to panic every time a client asked for a strategy. Today, he builds comms plans with confidence, backed by logic and insight. Next year, he’s aiming to open his own PR agency—and finally lead the way he always wanted to.

4. ⚡️ PAS – Problem-Agitate-Solve

• Problem: Name the real challenge your audience is facing.

• Agitate: Dig into why it matters and how it impacts them.

• Solve: Offer the way out—your solution.

Example:

Alex thought being a PR lead meant controlling everything. He overloaded his team, missed deadlines, and lost their trust. This course helped him understand real leadership—delegating, listening, and setting clear goals. Now his team thrives, and so does he.

5. 🌉 PPPP – Picture-Promise-Prove-Push

• Picture: Start with a vivid scenario.

• Promise: Tell them what’s possible.

• Prove: Share proof—testimonials, stats, or results.

• Push: End with a clear, motivating call to action.

Example:

Picture Alex nervously presenting to the board, stumbling through metrics. After the course, he walks in with confidence, tells a strong narrative, and gets full approval. 100+ PR pros have transformed like Alex. You could be next—enroll today.

6. ⛪️ PASTOR – Problem-Amplify-Story-Transformation-Offer-Response

• Problem: Define what’s holding them back.

• Amplify: Show why it can’t be ignored.

• Story: Tell a relatable journey.

• Transformation: Highlight what’s possible.

• Offer: Present your product or service.

• Response: Invite action.

Example:

Bob was talented but overlooked. He felt stuck managing reports instead of strategy. After joining PR Leadership, he discovered how to position himself as a strategic thinker. Within three months, he was promoted and now leads brand campaigns across three markets. What’s your next step?

7. 👁️ ACCA – Awareness-Comprehension-Conviction-Action

• Awareness: Help them realize the issue.

• Comprehension: Explain why it matters.

• Conviction: Show that it can be solved—with your help.

• Action: Ask them to act.

Example:

Most PR managers don’t get trained on how to lead—just like Alex, who thought he had to figure it out alone.

8. 🧩 FAB – Features-Advantages-Benefits

• Feature: What’s in the product?

• Advantage: Why does it matter?

• Benefit: How does it change lives?

Example:

The course includes hands-on practice with storytelling frameworks. That helps managers like Bob craft messages that win over clients and execs. The result? Bigger budgets, better ideas, more impact.

9. 🧑‍🤝‍🧑 FE – Friend-Expert

• Friend: Be relatable and human.

• Expert: Then back it up with real expertise.

Example:

We’ve all met someone like Alex—smart, ambitious, but stuck in control mode. That’s why PR Leadership gives you not just theory but real tools to grow and lead authentically. No fluff—just what works.

All examples were inspired by from our PR Leadership course.