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
I am an unabashed fan of the anecdote. I’m also convinced that it’s one of the most underutilized storytelling techniques in business communications. Executives often perceive anecdotes as fluff and put the kibosh on such content before it sees the light of the day. That explains why if you audited the content generated by PR …more
That’s right. The same folks who publish “the molecule of the week” and find humor in the periodic table have cracked the mainstream with storytelling techniques worthy of a big brand. Before jumping to the tactic, it’s useful to rewind the tape to Nov. 27, 2013. That’s when the Los Angeles County court sided with …more
There’s been much discussion including in this forum on the importance of storytelling techniques in social media. Yet, the opportunity is bigger than just social media,. So many online interactions lend themselves to storytelling and ultimately fortifying the brand, even those that fall under the “mundane” category. In fact, you could make an argument that …more
Every description of a home for sale seems to carry the same language. Stunning views. Pristine landscape. Gorgeous custom home Spacious master suite Lush carpeting Etc. Spin through enough descriptions on the MLS listings and you’ll also see that “Wow!” gets ample play. Apparently, realtors pull from the same “Home Descriptions 101” book. It reminds …more
I never quite understood how social media could actually add new content to the conventional storytelling in news reporting. Until now. Last week, I got an email from a college buddy and fraternity brother – and no, they’re not one and the same – with the subject line, “My story went national.” My first thought …more
Every company correlates the recruitment of top talent to long-term success. Yet, companies continue to churn out job descriptions like soulless widgets on an assembly line. Even in Silicon Valley where rule-breaking serves as a badge of honor, job descriptions get zero respect. I wrote last summer that 99 percent of companies borrow from the …more
It doesn’t matter whether you’re an athlete, singer or executive, the true test of your mettle comes from failure. That’s why I was impressed with Andrew Mason’s farewell note to the Groupon troops. Say what you will about Mr Mason’s performance as a CEO – and every journalist and his brother has – …more
Every company wants a signature win in heavyweight publications like Fast Company, BusinessWeek and Fortune. By signature win, I mean 1,000-plus words devoted to a behind-the-curtain look at the company. Yet, few PR teams cultivate the needed content assets to give themselves a fighting chance for this type of attention. It requires thinking like a …more
