Question: Digital storytelling is a popular phrase and component of IMC right now. At the root of PR 101 is storytelling. That is, how do you make your product or person or organization which you are pitching to reporters sound interesting-interesting enough so that a reporter will cover it? You craft a story around him, her or it, by finding the elements which stand out--which make your person or organization interesting or sets them apart from the rest of the crowd.
Here's an example for an individual: We have a client who was named the president of a Jesuit all-boys middle school and high school in Boston and the school wanted media coverage. There are probably several dozen individuals who fit that description in the state. So the question you ask is: "What makes my client stand out?". In this case the answer was rather easy-Grace Regan is the first female president of the school in its 154-year history! When we asked more questions we found out that she is one of only three presidents of Jesuit high schools in the entire country! We had our unique story and we told it--receiving extensive media coverage about her appointment.
How about a product? Some clever person was assigned the task of telling a story that the International House of Pancakes (known as IHOP for decades) was going to start selling burgers. So what did he/she (or more likely a team of folks) do? They announced that IHOP would become IHOb for International House of burgers to show the restaurant chain's new focus on hamburger patties.. There was an outcry from IHOP purists, but the chain achieved its goal-lots of attention to its new burger offerings. Btw, a month later, they went back to IHOP, proving that it was all a PR stunt that told a big story. See posted article.