Even before primitive societies put chisel to stone and began writing, one group held a special place in these communities because of their communication skills: storytellers.

By weaving compelling narratives, storytellers preserved communal history, entertained their fellows, and delivered motivation when it was needed. Over time, their words moved armies and inspired achievement.

Today, storytelling may seem quaint. Its not. Thanks to technology, some of the largest and savviest organizations in the world are discovering that storytelling is even more important today -- and more powerful.

Storytelling is so powerful that it should be the primary goal of all your public relations. In fact, banish the words publicity and public relations from your vocabulary. Focus on storytelling, and tap into an essential human motivator that has propelled humankind for thousands of years.

When I say storytelling, I mean with a capital S. Small s storytelling is well understood by journalists and the professionals who work with them. I am talking about a bigger view of your story than what a journalist crams into a 500-word story.

Think instead of great films, plays or books. In these larger works, a story unfolds. Key components are essential to a successful story: characters, including a hero (and maybe a villain), a plot, at least one climax, and yes, a happy ending.

Successful PR storytelling relies upon similar key elements. When working with my clients, we develop a script or plan that answers these vital questions:

Who is the audience?

What do we want the audience to do or feel?

Who are the key characters in the story?

What is the plot or plot lines for the story?

What is the storys climax or key success point?

What is our happy ending?

Only when we have mapped out the story are we ready to begin the storytelling. As one of my editors used to tell me when I was in journalism, good thinking makes good writing. You cant just begin spinning tales if you dont know where the story will go.

For example, a new product that creates a new product category may need a first chapter that focuses on the issue or problem that the product solves. Only after key audiences understand the issue can the storyteller introduce the new, revolutionary solution. And only after the solution is properly introduced can its story be told in detail.

In public relations, storytelling is not only about a good script, but also, good execution.

Like performers on a stage, interacting with the audience, PR storytelling is dynamic, involving two-way communication. Good PR storytellers adapt the story for each audience. They tailor staging, scenery, even the actors, to deliver success.

Like a good book, successful PR storytelling may have many chapters. And while it may incorporate unforeseen drama or plot twists, as with crisis communications, that doesnt mean there isnt a happy ending.

This is the most important measure of PR storytelling: You and your organization have a goal -- a happy ending. Your happy ending is not the same as that of a competitor. So how will you make sure your happy ending is the one that defines your story? By thinking like a storyteller rather than someone who is simply chasing the next newspaper clip or broadcast interview. Remember your capital S story, and your small s stories will come by the bucket load, with more and more of them bearing your happy ending.