Why do we call the lion, King of the Jungle? And have you ever wondered why the big five are recognized as such? Believe it or not, it’s all PR. For a long time, the lion has benefitted from free PR, courtesy of documentary experts. These film enthusiasts craft compelling narratives about the lion and his dominance over the animal kingdom. But thanks to social media, every once in a while we stumble upon short, raw clips of lions running away from other animals, losing races to their prey and sometimes losing food to other predators who are brave enough to snatch it out of their powerful jaws. But these narratives are rare as “king lion” continues to benefit from unsolicited PR and one-sided storytelling.
PR is about image building. Tell a narrative for long enough and it becomes your reality. It’s not about lying or exaggerating, however. It’s about amplifying your strengths while controlling the narratives about your weaknesses. Here are four practical lessons we learn about storytelling and PR, from the jungle:
If you don’t tell your story, someone will do it for you
Animals can’t speak or at least they can’t communicate with us, humans, but we know plenty about them. So much so that we are willing to travel far and wide and pay huge sums of money to see them in their natural element. To witness their prowess, their speed, vulnerability and expertise. The more we know about an animal, the more curious we become about it.
You may be thinking, “I don’t need to share my personal business with the world”, but the truth is, people are sharing your business with others. And you have no idea what they are saying. Sometimes you’ll be lucky to have people singing your praises, other times they will focus only on your failures. Whether you like it or not, people will tell stories about you. It is upon you to control your narrative, rather than allowing others to take full charge. The power of owning your story becomes evident when crisis hits. Have you ever wondered, what will happen when bad publicity rocks your world? When a story, so bad leaks, that you cannot redeem yourself? It is only then, that you appreciate the importance of owning your narrative.
Animals like the gazelle and zebra have been portrayed as victims, always losing to the mighty predators. If only they could speak, perhaps they would tell us more about their successes and less about their losses.
Style and glamour go a long way
Lions are sleek and so are the other members of the big five. They are physically built in an attractive way. But think of the other powerful animals that do not get as much praise. The hippo, for instance, is a mighty animal with the power to crash their enemies to powder. They are so powerful that no predator would dare to touch them. But these territorial creatures are not pleasant to look at. Their big mouths, undefined features, lazy movements and a generally hideous appearance have turned them into a joke.
Then we have hyenas- skilled predators who also have the guts to snatch prey from lions. But they are mostly known as scavengers- always looking through the dumpster for leftovers. Their screeching, annoying laughter, adds no value to their image. And of course, their natural built, is undeniably unattractive.
What’s the lesson here? Be stylish. Learn good mannerisms and invest in your appearance. Big brands invest in visual branding tools and the professionals representing them are well prepped to engage the public. For professionals, you do not need to change your natural features, but never get caught looking or acting shabby. Good mannerism and excellent communication skills solidify your brand. People will respect you based on how you talk, how you dress, how you present yourself or your products, your tone and general sophistication. You do not need to go overboard with these things, but make sure you are presentable. Getting a third eye to evaluate your presentation helps in refining your image.
Performance is key to good PR
You can invest in a designer wardrobe, speak in the most extinguished manner and get all the publicity in the world, but if you are not a performer, PR is a waste of time. Think about the Cheetahs. What are they known for? Speed, precision, focus and perfection. Cheetahs are the fastest animals on land with the ability to cover over 100 km in just three seconds. But these performers are also mysterious. Unlike the lions who conduct their business aggressively, in groups and out in the open, the cheetah is an introverted, loner. Documentary experts often have to creep up on them or stalk them to capture them in action.
When your performance is impeccable, PR is not only effortless but it also adds a lot of value to your brand. You will not need to pitch your stories a million times to attract coverage.
Dominating your niche makes good PR
Let’s shift gears from land to air. Who rules the skies? We have two very strong contenders; the eagle and the vulture. Both birds have enjoyed a lot of PR from documentaries, though eagles get additional attention from storytellers motivation speakers. There lifestyle presents a lot of unique narratives, often interwoven cleverly in storytelling.
But the vultures are quite powerful and they hold the record for highest flying birds. The highest distance covered by a bird was 37,000 feet. This record is held by a Ruppell’s Vulture. These mysterious birds are known for flying long distances. They also have a strong sense of smell that helps them locate food. Their unique appearance, mysterious mannerisms and their vigil dance above their prey have attracted a lot of attention in the past.
So, between these two birds, who really, is the ruler of the skies? Although they are both powerful birds of prey within the same taxonomy, the eagle seems like a more recognized winner.
The eagle is focused on dominating the skies in every way possible, while the vultures seems to divide their attention between land and air. Furthermore, their food choices which include caucuses liken them to a less respected prey, the hyena.
Eagles on the other hand dominate their territory so well that no other bird matches their skills. Even when confronted by enemies, eagles will take the war from land to a territory, only they understand too well – the skies. They build their nests in the skies, hunt from the skies and only drop down to scoop with precision.
Focusing on your territory makes you great at what you do. So great that when people think of that territory, your name is almost like a synonym. Good PR can start with telling stories that brand you as the leader in your niche, but also, dominating your niche can be the beginning of great PR.
Did you find these lessons insightful? Don’t go looking for other PR agencies in Kenya. You are at the right place. Reach out, let us start sharpening your brand’s image.
