From the macabre to mainstream, how empathetic storytelling creates real connection

Ed Gein. The Menendez brothers. Aileen Carol Wuornos.

Names that instantly provoke discomfort, and for good reason. Their crimes were real, violent and devastating. Nothing about understanding context excuses the harm caused, and nothing ever could.

Yet millions still watch documentaries, read long-form journalism and engage deeply with these monstrous stories. Why?

Because humans are wired to seek the full picture.

True crime rarely holds attention by simply stating what happened. It explores upbringing, environment, pressure points and contradictions. This is not to justify actions, but to understand how a person became who they were. When a flat label like "monster" is replaced with a complex, uncomfortable human story, engagement deepens. Attention holds. Connection forms

What this means for brands and PR

That same psychological instinct applies far beyond the macabre. This includes PR.

Too often, brands and businesses are presented only at surface level: achievements, launches, milestones. Without context, audiences struggle to care. A product without a backstory is forgettable. A company message without human perspective feels distant. A rebrand without purpose invites scepticism.

Empathetic storytelling isn’t about asking for sympathy or rewriting reality. It’s about showing the journey, the challenges, motivations, values and moments that shaped the outcome. It’s the difference between "Here’s what we do" and "Here’s why this matters".

At its best, PR isn’t spin. It’s clarity.

It’s helping people see the full picture so they can make their own connection whether that’s to a business, a product or the people behind it.

If you feel your story deserves to be told with more depth, context and honesty or if you’re not quite sure what your story is yet, we’d love to help.