Every brand has a story to tell, and it’s our job as communicators – as brand journalists – to find those stories and tell them in a way that generates excitement. Back to the toilet example, the product ended up being an innovative new toilet seat that was responsible for my first PR success. The toilet seat was heated and had technology built into it that ate bad smells. It also happened to have a wireless remote control that controlled a built-in warm water washlet – you can use your imagination on that one. Believe it or not, it was one of the hottest tech products of that year – featured in all sorts of mainstream consumer media, including Time magazine. But it was a just a toilet seat… there couldn’t possibly be a story there, right?