Tell Me a Story: The Importance of Engagement

Storytelling can be sheer entertainment, but it’s also an essential tool in public relations, especially when it comes to branding. And it’s a tried-and-true technique for remembering an otherwise unconnected bunch of facts and information. With a good story, you can make memorable connections. Without one, it becomes a lot harder.

Out-and-out entertainers such as moviemakers, novelists, and song-writers are free to make things up from scratch. They can invent characters, places, and events that don’t exist in the real world, as long as these inventions tap into emotional truths at some level. If what they create doesn’t ring true emotionally, it will sink without a trace.

In PR, we have to stick ...

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