How listening helps you tell a better story | Larry Carrino | TEDxNewRiver

Summary

In this insightful talk, Larry Corino, a publicist with over 30 years of experience in the food, beverage, and hospitality industries, explores the power of storytelling in public relations. He emphasizes that success in PR is not just about surface-level glamour but about connecting with people through authentic, human stories. Drawing from his own experiences, Corino illustrates how listening actively and understanding the deeper truths behind people's stories can transform business relationships and drive meaningful success. Ultimately, he argues that genuine connection and listening are key to standing out in any profession.

Takeaways

• 😀 Public relations (PR) is about connecting through storytelling, not just marketing superficial elements like decor or branding.
• 😀 Larry Corino’s career in PR began with a passion for food, beverage, and hospitality, but it was the power of storytelling that made him fall in love with the field.
• 😀 The core of successful PR is listening deeply to clients and understanding their authentic stories rather than just selling a product or service.
• 😀 Storytelling is a human connection tool that transcends industries; it’s about finding what resonates with people on a personal level.
• 😀 Authenticity is key in PR. Stripping away the ‘glitter and glamour’ reveals the heart of the story that can truly connect with an audience.
• 😀 Corino's mentor, Susan, taught him that the value of PR lies in uncovering a client’s real story, which is more important than flashy marketing tactics.
• 😀 Listening is just as important as storytelling. A good publicist must be able to listen to clients and find the essence of their story.
• 😀 A good story can drive business success. Corino recounts how a chef’s personal story became the key to attracting customers, not the restaurant’s tablecloths or decor.
• 😀 Clients’ stories, when shared authentically, create real human connections that attract attention and loyalty, especially when told in the right way.
• 😀 Listening skills in business can elevate customer experience. A personal connection built through active listening can make all the difference, particularly in industries with high stakes like healthcare.

Q & A

What was Larry Corino's initial reaction when invited to speak about public relations?

Larry Corino's initial reaction was that they had the wrong person for the job. He felt that he was more suited to talking about pizza trends and the latest food fads rather than something profound about public relations.

What is the core reason Larry Corino fell in love with public relations?

Corino fell in love with public relations because of the vibrant people he worked with in the restaurant and hospitality industries—people who were creative, passionate, and sometimes a bit mad. However, a deeper reason was his love for storytelling and the power it has to connect people.

How does Larry Corino define the essence of a good story in public relations?

Corino believes that a good story in PR is about authenticity—stripping away the surface noise and connecting with the real heart of what a business or individual is doing. It’s about what is genuinely important and relatable to others.

How did Larry Corino learn the power of storytelling in his early career?

Corino learned the power of storytelling through his mentor, Susan, who showed him how to listen deeply to clients and uncover the essence of their story. This listening was key to creating narratives that resonated with others.

What role did listening play in Corino's approach to public relations?

Listening was crucial for Corino. He viewed it as an essential skill to uncover the underlying stories that clients may not be aware of or able to articulate themselves. By listening attentively, Corino could identify the stories that would truly connect with audiences.

Can you describe the real-life example Corino used to illustrate the power of a good story?

Corino shared a story about a restaurant client who was obsessed with surface details like tablecloths and lighting. After Corino listened to the culinary team, he discovered a powerful personal story about a pastry chef who had been hit by a car, lost his sense of taste, and later regained it. This story became the emotional hook that attracted customers, not the superficial details of the restaurant.

What lesson did Larry Corino learn from his experience working with the pastry chef's story?

Corino learned that people connect to authentic, human stories rather than superficial aspects. The chef’s personal experience of overcoming adversity and rediscovering his love for food became a compelling narrative that brought customers to the restaurant, demonstrating the power of emotional storytelling.

What is the key to differentiating oneself in business, according to Corino?

Corino suggests that the key to differentiation in business is not comparing oneself to competitors in a superficial way but focusing on what makes your story unique and authentic. It’s about understanding and communicating what sets you apart at a deeper, more human level.

How does Larry Corino compare the power of listening to a well-known concept in hospitality?

Corino compares listening to the concept of 'unreasonable hospitality,' as discussed by restaurateur Will Guidara. By listening intently to clients—especially their unspoken cues—businesses can create extraordinary, personalized experiences that resonate deeply with people.

How does Larry Corino relate the skill of listening to the medical field?

Corino draws a parallel between listening in PR and in the medical field, where professionals must listen carefully to understand a patient’s fears, needs, and concerns. He emphasizes that actively listening, even when the client doesn’t realize they’re revealing important details, can make a significant difference in any business interaction.