Category: Advanced Storytelling


Do PR People Get Storytelling?

Every PR agency with a pulse touts its storytelling chops. You half expect carnival barkers shouting, “Step into our tent, and we’ll show you how to tap the magic powers of storytelling to connect with the outside world, eat canapes at Davos and pal around with Anderson Cooper.” Yet, the vast majority of content developed …more

Apple’s Savvy in Communicating a Job-creation Narrative

Apple plays the communications game with the ferocity of the guy at the poker table with all the chips. It has a way of exerting its will on others, including journalists. Combining an unconventional media relations strategy and owned media, the company’s announcement of a fund for advanced manufacturing dominated the media at the end of …more

Microsite Makes a Case for “Storytelling Techniques” in Business Communications

Since conducting our first storytelling workshop in 2011, the honing of the material has been a never-ending process. To this point, we’ve considered the methodology as our intellectual property. It was part of how we differentiated the Agency, an approach to developing content that recognized that given a choice between dull or interesting, human beings will gravitate …more

Lee Kuan Yew, His Communication Skills Also Defied Convention

  Since Lee Kuan Yew’s passing, every media outlet in the free and not-so-free world has chronicled his accomplishments. If you haven’t spent time in Southeast Asia, it’s hard to appreciate the “miracle” of transforming this speck of geography into a world-class economy. It’s not quite Moses parting the Red Sea, but it’s close. I …more

Dueling “Dear Santa” Letters Provide A/B Testing on Storytelling

Consider yourself in a time machine that has whisked you back to high school English. Remember your teacher hammering home the point that effective writing “shows” the reader as opposed to “tells” the reader. It’s the showing that underpins true storytelling. The same holds true in business communications. Nobody wants to read — or believe …more

McDonald’s Serves Up Failure and Fries in Business Storytelling

Every PR agency and internal PR function strives to communicate positive stories about the organizations it supports. When we capture storytelling assets for one of our clients, no one proactively comes forth to share the time that something went horribly wrong. Yet, failure is one of the best techniques to bring tension or even drama …more

Does Failure Make for Compelling Storytelling?

A Look at the Publication Headlines from Countries Bounced from the Start of the World Cup Knock-out Round We already know the answer to the headline question. Virtually every great novel and movie depend on failure to bring tension to the story. And are there few things more painful than seeing your country fight its …more