ST | Storytelling

Content, Photography, and Video

Tell stories worth remembering.

Every organization has a story. The challenge is finding what makes it meaningful to the people who need to hear it.

Interstate PR helps organizations in Sacramento, CA, and beyond discover, develop, and share their stories through writing, photography, video, and interviews. We look beyond what an organization does to uncover the people, experiences, and ideas that explain why it matters.

Does any of this sound familiar?

Organizations often have meaningful stories to tell. They just don’t always recognize them or know how to share them.

You know your organization does important work, but struggle to explain why it matters.

Your communications focus on services and features rather than the people behind them.

You have compelling stories, but nobody has the time or experience to develop them.

Your website and publications describe what you do without helping people connect with your purpose.

You need professional writing, photography, or video that reflects your organization authentically.

You want to share more meaningful content, but aren't sure where to begin.

The stories are often already there. Sometimes it takes a different perspective to recognize them.

People connect with stories, not sales pitches.

Facts tell people what an organization does. Stories help them understand why it matters.

A list of services can explain what a senior living community offers. A story about the people who prepare its meals, the care they put into their work, and the experiences they create can reveal something much more meaningful. The same is true for businesses, schools, nonprofits, public agencies, and organizations of every kind.

People remember experiences. They relate to challenges, personalities, and purpose. They recognize themselves in stories that feel genuine.

It’s an expression of our philosophy: Tell, don’t sell. See our approach →

People understand why the organization matters, and they remember it.

The outcome of the ST | Storytelling route.

Every story deserves the right way to tell it.

Not every story needs a video. Not every message belongs in a press release. Sometimes the most effective approach is a thoughtful interview, a well-written article, or a single photograph that captures something words cannot. Interstate PR helps organizations identify the story, develop its message, and choose the right format for sharing it.

Photography and video may involve trusted specialists we bring in for the work, with Interstate PR directing the story from start to finish.

Story development

Finding meaningful stories within an organization and developing them into clear, compelling narratives.

Writing and editorial content

Articles, profiles, organizational histories, website content, newsletters, and other written communications that inform and engage.

Photography

Authentic imagery that captures people, places, experiences, and the character of an organization.

Video storytelling

Video content that brings stories to life through people, imagery, movement, and sound.

Interviews and personal stories

Conversations with leaders, employees, customers, residents, and community members that uncover perspectives worth sharing.

Content development and production

Planning, developing, and producing stories for websites, publications, digital platforms, and other communication channels.

The best stories begin with listening.

Before we write, photograph, or film, we take time to understand the people and experiences behind the organization. We ask questions, listen to different perspectives, and look for the details that reveal character, purpose, and meaning.

Sometimes the most compelling story isn’t the one an organization initially thought it wanted to tell. Our job is to help recognize those opportunities and develop stories that are authentic, relevant, and worth sharing.

The questions we ask about every story

Who is at the heart of it?

What makes this meaningful?

Why should the audience care?

Where and when will it connect?

These questions apply our 5 W’s to storytelling, and our work follows the same process across all six routes. Learn how we work →

Different organizations. Stories worth telling.

The most compelling stories don’t belong to any one industry. These projects show how Interstate PR finds a story worth telling and gets it in front of the people who need to hear it.

Senior living · Human-interest storytelling

The Park at Laguna Springs

Finding the extraordinary in the everyday.

When Koelsch Communities opened The Park at Laguna Springs, a new senior living community in Elk Grove, Interstate PR found its story in an unexpected place: the food program and the people, care, and experiences behind every meal.

We developed the story, pitched it, and coordinated the coverage that followed: a front-page story in The Sacramento Bee and a segment on Good Day Sacramento.

Finding the story is storytelling. Helping it reach readers and viewers is public relations. See our public relations work →

Front page, The Sacramento Bee, February 28, 2023: “Elk Grove senior living facility has ambitious culinary program.” Read the story online (opens in a new tab) →

As seen on Good Day Sacramento.

Entertainment · Animated video and social content

Shining Star Productions

A story told every week.

Each week, Interstate PR turns Shining Star’s venue lineup into short animated videos for social media, giving fans a reason to come back and a consistent brand to recognize at every venue. Each graphic is created with AI-assisted design, then animated for social platforms.

Questions we hear about storytelling.

What's the difference between brand messaging and storytelling?

Brand messaging defines the key ideas an organization needs to communicate consistently. Storytelling develops those ideas into meaningful narratives, articles, interviews, photographs, videos, and other content that helps people understand and connect with the organization.

Does every organization have a story worth telling?

We believe meaningful stories can be found in organizations of every size and industry. Often, the challenge is recognizing the people, experiences, and perspectives that make the work relevant to others.

Do we need professional photography or video?

Not necessarily. The right format depends on the story, audience, and intended use. Some stories are best told through writing or interviews, while others benefit from photography or video.

Can Interstate PR help us find stories within our organization?

Yes. Story discovery is an important part of our work. We talk with the people involved, ask questions, and look for opportunities that may not be immediately obvious.

Is storytelling the same as public relations?

They’re connected, but different. Storytelling focuses on finding, developing, and producing the story. Public relations focuses on relationships, reputation, and helping the organization communicate with the people and communities it needs to reach.

A good story doesn't stand alone.

Storytelling is connected to how an organization defines itself, how its communications are designed, and how it builds relationships with the public.

ID | Identity

Define who you are.

Branding and brand identity →

CR | Creative

Bring the brand to life.

Graphic design and creative services →

PR | Public Relations

Build relationships and earn trust.

Public relations and media relations →

Where are you headed?

Tell us what you’re working on. We’ll start by listening.