3 tools for crafting meaningful storytelling

Storytelling draws people to your message.

A story needs to be compelling enough to connect with your audience in a short period of time for them to commit it to memory and leave an impression.

But sometimes the story is complex and needs a bit more finesse and strategy to achieve that memorable and lasting impression.

People only have about a 30-second span for holding a thought in short-term memory, Christopher Hippolyte, deputy-head and executive vice president of corporate affairs at Syneos Health, said during the 2025 PR Daily Conference.

“We have to combat fleeting memory and we work in a moment in time when there’s so much information overload,” he said. “Imagine if you could tell that story in a way that automatically clicks or resonates with your audience. What does that look like?”