This book by Carol Pearson, Ph.D., and Hugh Marr, Ph.D., WHAT STORY ARE YOU LIVING?, is talking about so called Archetype. We are all heroes of our own life stories. We live according to some archetype (Innocent, Orphan, Warrior, Caregiver etc.).
So what is the PR tip about it? When you appeal to some specific public, learn the archetype of that public. What does that public think of itself? What story is it living?