Information, communication et stratégie

...The art of brand storytelling, says Luke Mackay, associate director at PR firm Edelman, involves using messages that inspire conversation and sharing among target audiences: “PR is all about looking for the story that will bring a brand’s messages to life.

Journalists are busy professionals, giving them a half-baked story isn’t an option. Similarly, if the story is playing out on social media, then audience attention is finite. Only quality, well thought-out stories will gain traction.”

However, Mackay says there is one danger with stories, and that is they can become bigger than the message. He offers this advice: “In many ways the stories created by communication professionals should be thought of as parables – vehicles to convey information. As with all parables, the stories only work if they are delivering a succinct and clear message that can be understood by the target audience.“

PRCA’s Ingham believes that story telling is also key for leaders: “In my view, far too much emphasis is placed on business plans delivered via Powerpoint. They might reinforce confidence, but they rarely create it. They are part of the process, not part of the inspiration.”...

[Good read for PR, brand storytellers ~ Jeff]