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Just Story It! Biz Storytelling
Growing executive's impact, influence and income through the power of business storytelling                  www.juststoryit.com  619-235-0052
Curated by Karen Dietz
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2015 PR Trends: The Focus Is On Visual Storytelling

On-Demand Webinar: http://prn.to/1xvWtZ9
Karen Dietz's insight:

The PR world is definitely changing and if you are an entrepreneur, business leader, or PR professional, this SlideShare discusses how adding visuals into your press releases and other PR activities will boost your response rate, visibility, etc.


I'm fascinated by the stats here and look forward to incorporating some of the tips shared. 


In the end, it should get us all thinking about how to leverage visuals more effectively in our marketing and PR efforts.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Ken Dickens's curator insight, January 7, 1:47 PM

Bottom line, add video and visuals to your PR messages and get a ton more exposure.  Nice survey and stats included here.  Self-serving for PR newswire of course, but, it tells the story.  Get it?  - Ken

 

www.2080nonprofits.org

 

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Developing Your Storytelling Strategy: 4 Essential Questions

Developing Your Storytelling Strategy: 4 Essential Questions | Just Story It! Biz Storytelling | Scoop.it
Ask yourself what you want to achieve, who can help you, how you can reach your audience, and what appeals to them.
Karen Dietz's insight:

I like this post by Paul VanDeCarr because it makes some really good points about why you would even want to tell a particular business story.


To truly harness the power of storytelling, it's best to have a well-thought out plan and strategy before you get too far down the road.


This article poses 4 questions to help you determine your strategy. And the example used is a good one. Even better is a "Smart Chart" tool to download to help you create your story communication strategy. We always like free tools!


I hope this post proves helpful to you and enjoy the rest of the week.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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5 Reasons Why Content Marketing + Stories Fail

5 Reasons Why Content Marketing + Stories Fail | Just Story It! Biz Storytelling | Scoop.it
Every brand has a great story to tell. But please, don’t call it content.
Karen Dietz's insight:

Most posts with a headline like this end up focusing on missing story elements: no identifiable character, no emotion, not language of the senses (LOTS), no contrast, etc.


But not this one! The author Greg Satell takes a totally different approach. For him, here's what screws up effective business storytelling (and I concur):

  1. Lack of respect for the creative process
  2. A mission/vision is not a transaction
  3. No spending the time to whip a rough story into a stellar one
  4. Not getting trapped by ROI
  5. Getting 'emotional connection' backwards


There are a lot of terrific insights in this article that will help you propel your business storytelling forward in order to achieve the results you desire. Dig in and enjoy the provocative thinking here.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 


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malek's curator insight, May 13, 2014 7:50 AM

"True emotional connections come from passion and passionate people are committed not because they’ve made a strategic choice, but because they have answered a calling and never felt like they had a choice".

Jim Signorelli's curator insight, May 13, 2014 10:18 AM

One of the better articles I've read a out content marketing and brand storytelling. I love the point Greg makes about getting the emotional connection backwards. Just one of many pearls!

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Story Doing: 80% Of Companies Don't Care About Company Culture--Do You?

Story Doing: 80% Of Companies Don't Care About Company Culture--Do You? | Just Story It! Biz Storytelling | Scoop.it
Design Executive Officers certainly do. And the authors of the new book Rise of the DEO: Leadership by Design believe they're the future of business.
Karen Dietz's insight:

The pendulum in business storytelling is beginning to move slightly from storytelling to being able to walk the talk. In other words, are the stories you are telling actually matching what's going on internally in the company?


Today consumers have more tools available to them to detect when a company is walking their talk or just weaving a nice fairy tale. And they will vote with their feet and wallets when they become disenchanted with companies they find disingenuous.


That means storytelling cannot be the exclusive pervue of marketing/sales/PR -- story work in business has to include work on the organization's culture, regardless of size.


This article shares the latest research on how many companies pay attention to culture (most don't). And then offers suggestions on what to pay attention to.


Now here's the kicker -- this article is written by DESIGNERS!! Not organizational development folks. Not leadership or business consultants. They talk about the work of a Design Executive Officer (DEO) who's work it is to help design an organization's culture. Who knew??!! I find this fascinating.


Design (not project management) is one of the key skills to develop in 21st century business according to Dan Pink's book A Whole New Mind


What does this mean for you?

  1. Pay attention to your internal culture.
  2. Make sure the stories you are telling actually match what your business is doing -- at all levels.
  3. If your business is young, design your culture early on for maximum leverage.
  4. If your business has been around awhile and there are mismatches between what you say and what you do -- go fix it.


Here's the formula for success: the stories you tell and the behaviors you choose match = authenticity, credibility, loyalty, trust, engagement, + ongoing customer relationships. This builds profits.


Beginning research (though flawed) on Story Doing companies is showing just how much more profitable these businesses are: http://www.storydoing.com/welcome 


So pay attention to culture!


This was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it 

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What It Takes: The Right Thing In Biz Storytelling

What It Takes: The Right Thing In Biz Storytelling | Just Story It! Biz Storytelling | Scoop.it

"Short version: Garfield’s piece is a call to brands, cautioning them to restrain from inserting themselves into news stories about the tragedy at Sandy Hook elementary school."

Karen Dietz's insight:

This is a very quick post and a brief cautionary tale about branding zeal and overstepping those storytelling bounds.


Sometimes in our rush to seize on an opportunity, even if it is to tell others about the good we are doing, it comes across as dis-ingenuous, creating a story backlash.


All I can say to this post is, "Hear, hear -- I couldn't agree more."


So before you jump on the bandwagon -- stop, take a breath, and do the right thing.


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it


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Distill Your Message to as Few Words as Possible | Inc

Distill Your Message to as Few Words as Possible | Inc | Just Story It! Biz Storytelling | Scoop.it
Your customers are constantly being bombarded with new information. Simplicity has never been more powerful.

 

[Sage advice ~ Jeff]


Via Barb Lack, Jeff Domansky
Karen Dietz's insight:

I love this piece! Thank you fellow curator Jeff Domansky @PR Coach for finding and sharing this. 


Why do I like it so much? Because even with biz stories we often get too wordy, complicated, and detailed.


So this article is a reminder to Keep It Simple Sweetie (KISS). Here's what the author, Jim Hoffman says at the end of the article: "There is an elegance in simplicity.  Simplicity does not mean removing features, benefits, or services from your product.  It means distilling what's most important about those features, and explaining them in the fewest words possible.  Go ahead, write yours down, and get busy crossing things out." 


That's the essence of great biz storytelling -- finding your key message / most pimportant point that is short, sweet and to the the point. Once you have your key message, extraneous details fall away and you are left with a crisp elegant story.


Read more about how to go for simplicity.


Link to the original article: http://www.inc.com/jeff-hoffman/distill-your-company-message-to-as-few-words-as-possible.html 


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Six Storytellers PR Must Follow

Six Storytellers PR Must Follow | Just Story It! Biz Storytelling | Scoop.it
His agency's success is built partly on storytelling for clients around the world. If you're interested in what makes good stories in business, read his blog. Lots of good stories and business storytelling examples.


Well, this is fun! And I'm thrilled and honored to be part of the list. And even better, I love the company I'm keeping. Colleagues are also on the list, and i can see I need to explore the Nieman Storyboard. 


Colleague Jeff Domansky put the list together and if you are not following the others on this list, make sure you do. We all add different voices to the rich world of business storytelling and I always learn from these great folks.


Many thanks Jeff!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Aligning Business Storytelling With What The Media Values

Aligning Business Storytelling With What The Media Values | Just Story It! Biz Storytelling | Scoop.it
The Art Of Storytelling In Business Communications And Public Relations...


Want to get media attention/press buzz for your product or service? Then tell your story and make sure it connects with fresh issues in your industry. Don't send out announcements.  That's the advice of PR professional Lou Hoffman in his latest post.


Even seasoned marketing folks forget this so it is a good reminder to us all. There's a nice chart to illustrate his points and the explanation makes perfect sense.


Now go get 'em!

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Storytelling -- the $245 Million New Ad Game

Storytelling -- the $245 Million New Ad Game | Just Story It! Biz Storytelling | Scoop.it

In just one day top companies will pay $3.5 million for each 30 second spot to air their Super Bowl ads. At a bare minimum, a whopping $245 million is being spent this year by companies to pitch their products. Wow! The difference this year? The ads are stories!


THE ORIGINAL LINK IS BROKEN. HERE'S THE NEW LINK: http://kmacgroup.ca/super-bowl-ad-trending12-ads-that-changed-super-bowl-marketingbest-super-bowl-ads/


Read the rest of my recent blog post about the fundamental shift into storytelling that is occuring these days with marketing, advertising, and branding.


Big bucks are being spent on Super Bowl ads and it's all about ads as stories. Read more about what advertising execs are saying and how this pertains to your business.

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15 copywriting [story] formulas that sell like gangbusters

15 copywriting [story] formulas that sell like gangbusters | Just Story It! Biz Storytelling | Scoop.it

In the world of copywriting, there are plenty of arcane formulas. Some are useful. Some are absurd. But all of them are interesting. I’ve collected copywriting formulas over the years and would like to share 15 of the very best.


Now here's a list of writing formulas that could easily be used to structure your biz stories, or used to structure marketing pieces where you add a series of mini-stories!


What a great post to get our creative juices flowing.  And I like that these are proven formulas. I'm taking this post with me to my 2012 biz planning session and will pick a few to use in next year's marketing & story campaigns!

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How Storytelling by Apple, Google, Chevy Led to Success | Guest Columnists - Advertising Age

How Storytelling by Apple, Google, Chevy Led to Success | Guest Columnists - Advertising Age | Just Story It! Biz Storytelling | Scoop.it
In advertising, the art and craft of storytelling is central to building, maintaining and strengthening the bonds between consumers and brands.


I agree with 99% of what is in this article.  It is a meaningful discussion about storytelling, branding, technology and how much branding/ad professionals need to get better at the whole storytelling thing. The authors are Randy Rothenberg, the president-CEO of IAB and Mike Hughes, the president of the Martin Agency.


I actually got even more insights from the 4 comments other people left on the site -- so don't forget to read those also.


Here's my only quibble and it's something I've noticed in many branding articles.  It's the notion that TV, the news media, radio, etc. are the only ways people have been receiving stories for the last several decades.  The notion is that people are now liberated because they can actively create and share their own stories due to technology. That's silly.


Of course people have been making up and sharing stories with each other for millenia.  So let's keep in mind that when professionals in marketing/branding/ad/pr industries talk this way, they are really only sharing about the mindset of their worlds.


Up until recently that mindset has been about the pushing and telling of messages.  Now there is a revolution underway that is about corporations engaging in sharing stories back and forth with customers.


Which gets us back to the point of the article -- we need to think better about our stories, build storytelling skills, and understand the dynamics of story sharing.

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Tom George's comment, November 5, 2011 2:33 AM
Thank you for sharing this today Karen. I think your commentary is good. I shared your piece on Internet Billboards.
Karen Dietz's comment, November 5, 2011 10:13 AM
Many thanks for the shares and re-scoops!
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The Storybranding Group | Free new eBook on Bringing Your Message to Life

The Storybranding Group | Free new eBook on Bringing Your Message to Life | Just Story It! Biz Storytelling | Scoop.it

I originally wrote this review in September 2011 and have modified it slightly (Jan 9, 2012) because using archetypes in your marketing can be helpful.  And Cindy Atlee at the Storybranding Group has now come out with some assessments that could also be helpful to you (see Jan. 10 curated post from A Storied Career).


I thought long and hard about posting this piece and finally decided to do it.  I hesitated because I don't really care to be hyper-critical.  But this really bothered me because people will read the book and think "Oh, this is what business storytelling is all about" when it's not. So here goes.

 

What I like about this downloadable ebook:  it's gorgeous and a beautiful example of a communication rich document.  The layout and visuals are spot on and an example I want to emulate.  So take some lessons here on presentation.

 

The focus of the ebook is on using archetypes.  That's OK, yet a convoluted way to get at your biz stories.  I'm fully aware of archetypes and their power.  It can be a part of crafting stories yet I don't know anyone formally trained in storytelling who would start with archetypes.  There's nothing on identifying your personal business stories, story structure, story types, essential elements, sensory material, and other story devices that will actually help you find, craft and tell your business stories. So as a how-to book on marketing/branding and storytelling it doesn't work for me.  


Archetypes can be very powerful however, when figuring out who your customers are and how to connect with them best. And they are great to use when creating personas of your customers.  I do work with archetypes during certain phases of my story work with certain clients. And I love and have used Carol Pearson's work on archetypes in business depending on the client and their specific need.  Once your have identified your business stories, looking at the archetypes operating within the stories can also be very useful.


If you are working with big corporations, archetypes become a more important front and center activity.  For smaller firms and entrepreneurs, it comes much later. So it really comes down to the size of the client, what their exact needs are, and the particular story approach and story tools that are required to get the work done.

 

The rest of the material in the ebook is intersting with a few tips here and there. And it is a good example about how branding/marketing professionals approach story work.

 

Go grab it for its visual presentation, and read through it for those additional marketing insights.

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Cindy Atlee's comment, September 13, 2011 6:20 PM
Hi Karen, Well, you're absolutely right, my eBook isn't about storytelling. It's about messaging and shorter communications forms where I've found that story-based thinking (like establishing a role and staying focused on an outcome) actually helps people say things that are more authentic and more meaningful to others. I'm especially passionate about helping people remember who they really are, which is why archetypes are so important. Using the framework of a storyline helps people and organizations really see what's best and most distinctive and even most honorable about them. I like to think that helps keep them on track both in terms of what they say and what they do in the world. That's probably just the Pollyanna in me--or maybe the topic for my next eBook!
I'm trained in archetypes--not storytelling--so I don't know if others would agree with you that storytellers never start with archetypes. Sounds like an interesting question for some of my storytelling friends, though. Maybe we can get some conversation going on that :)

Karen Dietz's comment, September 13, 2011 8:47 PM
Cindy -- many thanks for your comments back and I very much appreciate your insights. I agree that story-based communication helps people be more authentic. And using archetypes to help people remember more of who they are is spot on -- one of the best uses of archetypes! I've used archetypes in branding work. Part of my training is in oral storytelling, so that's where I start with clients. We then move to written stories, then plumb the depths of their stories for visual language. At some point we might end up working with archetypes, but usually not. I do understand the work of developing personas with clients and using archetypes in that way. But I think we are reaching different audiences and fulfilling different needs in our work. I do love that you help people find their authentic voice and more power to you! It's important work. I just get touchy about the storytelling piece! Keep going and thanks for the conversation and insights.
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What Almost Everyone Misses in Brand #Storytelling: Five Parts

What Almost Everyone Misses in Brand #Storytelling: Five Parts | Just Story It! Biz Storytelling | Scoop.it
If an organization is effectively doing brand storytelling, it's likely they stop with way too soon. Here are five parts every story must include.

Via Jessica Kelly
Karen Dietz's insight:

Author Gini Dietrich writing for the Spin Sucks blog gets it right with this post. Companies churn out tons of content, call it storytelling, and it usually misses the mark.


Her list of 5 critical parts every story needs will help fix this if companies are willing to put in the effort.


The only piece I would add is to augment tip 5 -- The Protagonist. Dietrich mentions that you, your company, your product, or your service is the protagonist. But it is also essential to add your customer in as the hero. Otherwise you'll be doing a lot of personal chest thumping about yourself or your offerings and that will only take you so far.


So gather the insights from this article for better storytelling, include my recommendation, and you will soon be far ahead of your competitors.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Bart van Maanen's curator insight, October 30, 2014 9:49 AM

Aardig verhaal over 5 elementen die het Grote Bedrijfsverhaal zou moeten bevatten. Als deze kapstok maar onzichtbaar blijft en het een echt verhaal is of wordt.

LaraBadioli's curator insight, October 30, 2014 10:24 AM

Mostra ad un bambino le tue storie aziendali: se non vorrà nè vederli nè leggerli, non vanno bene. AL contrario, se si appassiona, avrai un nuovo modo tra le mani per emozionare e sentire i tuoi clienti.

Freeman P Quinn's curator insight, November 3, 2014 10:24 AM

Much easier said than done: Identifying the Passion, a protagonist, an antagonist, a revelation, and the transformation.

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Linking Words and Images for Fab Visual Storytelling

Linking Words and Images for Fab Visual Storytelling | Just Story It! Biz Storytelling | Scoop.it
The Art Of Storytelling In Business Communications And Public Relations
Karen Dietz's insight:

This is a quick post with a succinct powerful message: link words and visuals together for maximum leverage.


Oh yeah -- and use a story structure in your communications!


I really like Lou Hoffman's perspective here, along with the good example he shares.


Your stories can be short and sweet like the piece shared in Lou's post. The main point is to link words and visuals together -- because often a picture cannot say it all.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Ways to measure the ROI of Storytelling in PR Efforts

Ways to measure the ROI of Storytelling in PR Efforts | Just Story It! Biz Storytelling | Scoop.it
The Art Of Storytelling In Business Communications And Public Relations
Karen Dietz's insight:

Last Wednesday I had a terrific opportunity to spend time with hundred of Public Relations (PR) professionals at a 1-day conference in Portland, OR. The entire conference was focused on storytelling. Yeah!


I got to hear Nancy Duarte speak (her next book is on storytelling BTW), and hang out with story branding expert Jim Signorelli after his keynote. I also had the privilege of chatting with PR maven Lou Hoffman of the Hoffman Agency. Lou was one of the presenters advocating for more storytelling in the mix of PR work. It was a fabulous presentation.


Afterwards we had a chance to chat and part of the conversation centered on determining the ROI of storytelling. We both agreed that figuring out the ROI of story activities depends on the application of story. The ROI of story and leadership coaching requires different measures than the ROI of story in marketing.


Today he sent me the link to his latest blog -- and it's all about how to consider the ROI of PR efforts. Double yeah!


In truth, every company is in the PR business and Lou's article helps all of us determine the ROI of this activity. Many thanks Lou for this clear-headed guide.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Storytelling Story-Selling Sources & Sauces - Riffs, Tiffs and What Ifs

Storytelling Story-Selling Sources & Sauces - Riffs, Tiffs and What Ifs | Just Story It! Biz Storytelling | Scoop.it
Storytelling story-selling content is the new advertising, marketing & PR. It's a harsh new reality all businesses and employees have to face.
Karen Dietz's insight:

Love this cheeky irreverant post with great insights on marketing, advertising, PR, social media, and storytelling.


Do you know about the 1:10:1 formula? Or the P4 process?


Me neither until I read the article. And they both make tons of sense.


I also like what the author Steve Kayser says, "You got no story. You got no game. You got no game – you got no business."


I also appreciate the books he lists at the end of his article as additional resources.


It's a refreshing post that brought a grin to my face! I hope you enjoy it also.


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it

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Visual Storytelling Can Bring Out a Company’s Humanity

Visual Storytelling Can Bring Out a Company’s Humanity | Just Story It! Biz Storytelling | Scoop.it
In any given sector, the sites all look the same. As a result, a little courage and showing your humanity can actually help to differentiate your company.
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What is the role of storytelling in PR?

What is the role of storytelling in PR? | Just Story It! Biz Storytelling | Scoop.it
Are you sitting comfortably? Then listen to PR leaders discussing the power of storytelling to build brands and energise businesses (Interesting read "@ThePRCoach: Good read: What is the role of #storytelling in #PR?


I love this post that reminds us all about the power of storytelling for businesses. Here Public Relations leaders share with us how stories are critical to use in business for branding and building a strong customer base.


Stories are everywhere, but the real trick is the following, says Tom Watson, professor of public relations at Bournemouth University: “For brand communicators, the challenge is to create narratives that are deserving of trust by their target markets and sustainable over time."


I also like what Kevin Murray, chairman of PR agency the Good Relations Group, says: “I use stories to entertain people at dinner parties to amuse. But in business you need to tell stories that make a difference.” Good point! 


Go read what the PR professionals in the article have to say. There are great insights.


Link to original article: http://prmoment.com/1212/What-is-the-role-of-storytelling-in-PR.aspx 


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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5 emerging PR trends—and the skills they require | Articles

5 emerging PR trends—and the skills they require | Articles | Just Story It! Biz Storytelling | Scoop.it
The times, and the PR industry, are a-changing. Keep up by not only learning about these trends, but also the skills needed to stay ahead of the competition.


Yay -- storytelling/story selling is listed as #1! Along with content curation :) (whew...I'm doing something right!)


The other skills listed are just as critical for businesses as they are for PR professionals. So go grab the rest of the list and see where you stand. My biggest weakness? #2, Quantification and spreadsheet skills. I can analyze the data just fine, just keep me away from the guts of Excel!


If you are NOT a PR professional, read this article through the lense of your business to see where your strengths are, and what you may need to bolster to keep up with emerging trends.

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Can Your Brand Tell A Workplace Story Like This?

Can Your Brand Tell A Workplace Story Like This? | Just Story It! Biz Storytelling | Scoop.it
We're willing to bet that more C-suite bottoms sit on Herman Miller chairs than any other brand chair.


THIS POST HAS MOVED! HERE'S THE NEW LINK: http://www.emotivebrand.com/?s=herman+miller


Love this video from Hermann Miller that very creatively tells their story -- or at least one of their stories! It's a story terrific for recruiting and for just good ol' plain PR.


And I like that the article discusses what works in this video and challenges us all to step up to the plate to create similar stories for our business. Yes, we can do it -- and need to!

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If you’re in the business of storytelling, you need to adapt to a storytelling way of business

For over one hundred years now, agencies have been organized to create, produce and place either individual messages or groups of messages categorized together as “campaigns.”


Campaigns are going the way of the dinosaurs, it seems.


I'm fascinated by how PR and ad agencies are shifting and changing in response to storytelling as a pull dynamic (we pull you into our business with stories) in the business landscape as opposed to the traditional push dynamic (we push our message out to you).


I like this article because it reminds us that storytelling is an iterative process, not a linear one. And that storytelling is about an ongoing conversations instead of a broadcast.


There are 3 questions at the end to help readers assess where they are with their brand story. This is a good quick read, and a reminder about how our thinking needs to change as we get our heads wrapped around effective business storytelling.

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Where to Find Stories in Your Business That Will Get You Media Attention

Where to Find Stories in Your Business That Will Get You Media Attention | Just Story It! Biz Storytelling | Scoop.it
(Second in a series.) When clients hire us to promote their business, they usually have the idea that we’ll be able to convince not only the local newspaper, but also the New York Times and USA Today that their small business is ...


OK -- you are sharing your business stories to grow your business.  But are those stories going to grab you media attention?


Read this article to find out, and then follow the story tips so your business can gain the attention it deserves (and grow even more)!

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The Saatchi & Saatchi Fuck Up Shows Why Storytelling is Best Left to PRs

The Saatchi & Saatchi Fuck Up Shows Why Storytelling is Best Left to PRs | Just Story It! Biz Storytelling | Scoop.it

Posted from fellow curator Gregg Morris on his Story and Narrative newsletter:

 

For those who’ve not heard, a Saatchi & Saatchi campaign for client Toyota has led to a $10m suit being filed against the ad firm and the car company, as well as various individuals connected with the campaign.

The campaign, which allowed people to sign up their friends to be ‘pranked’ with a serious of worrying emails from one of 5 colourful fictional characters, was a bungled attempt by the Saatchi suits to make the world’s most boring car company look radical. This is a textbook example of why forging the brand narrative is best left to the publicists: the creative excellence of Ad Agencies does not extend to long form narrative content.

 

Go read the rest of the story....


Via Gregg Morris
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