Progressions

Storytelling – The Why Behind Public Relations 

Storytelling has always been at the core of who I am. As the storyteller in my family, I’ve spent years weaving narratives that bring people together and leave lasting impressions. It wasn’t until I explored storytelling through a professional lens that I truly began to see its transformative power — especially in the world of public relations. 

One of the most valuable lessons I’ve learned is the importance of authenticity in storytelling. The best stories aren’t always the most polished or dramatic; they’re the ones that feel real and resonate on a personal level. This principle reminds me to always seek out the “why” behind a story — the heart of what makes it matter to its audience. 

Storytelling is also about more than just crafting a narrative — it’s about listening. Taking the time to understand diverse perspectives and experiences not only enriches the stories we tell but also fosters deeper connections and greater empathy. This approach inspires me to tackle every project with curiosity and a commitment to amplifying voices that often go unheard. 

Another crucial aspect of storytelling is finding the perfect balance between creativity and strategy. The most impactful campaigns emerge when innovation meets purpose, whether it’s addressing a client’s challenges in a novel way or ensuring a story aligns with a brand’s core values. This balance allows stories to not only capture attention but also drive meaningful action. 

For me, storytelling isn’t just about communication — it’s about connection. It’s about finding common ground, sharing experiences, and inspiring change. Each story has the potential to make an impact, and I urge everyone to be excited to continue exploring how to use this powerful tool to build bridges and foster understanding. 

Joelle Castor is a senior studying communications at Tulane University, passionate about storytelling, diversity, and building connections through public relations. When not working on campaigns, she enjoys reading, volunteering, and exploring new places.