Storytelling

STORYTELLING

Two Tips That Can Make You a Better Digital Storyteller

November 16th, 2017 by

All politics is local. Our author argues all digital storytelling is, too, with local translating to familiarity. He also urges communicators to spend more time shaping story ideas instead of expending a lot of effort on deciding what digital medium will best convey their stories.

More Than History: Virginia lures travelers as the birthplace of 8 U.S. presidents but also of wine in America. Its mix of wine, history, food and nature differntiates itself to tourists.    Source: Virginia Tourism Corporation

How ‘Virginia Is for Lovers’ Keeps Its Brand Alive Through Personalization

October 31st, 2017 by

In our regular feature we ask communicators to spot trends and tell us how they and their brands have reacted to them. This week we hear from Caroline Logan, director, communications, Virginia Tourism Corporation. She explains how personalized storytelling has revived the Virginia is For Lovers brand.

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How Microsoft Puts Customers at the Heart of Its Storytelling

August 28th, 2017 by

At Microsoft, storytelling centers on customers that are doing great things (big and small) with its products and services, instead of the other way around. The company highlights what it calls “People of Action,” sharing authentic tales of success written by none other than the customers themselves. Here are four elements that Microsoft always keeps in mind to make its storytelling shine.

Announcement

ACLU’s Rapid Video Response to Trump’s #Transban Tweet and ‘Anti-LGBT Day’

July 28th, 2017 by

In the 24 hours following statements made by President Trump and the Department of Justice that could endanger the civil rights of LGBT Americans, the ACLU rapidly established itself as the dominant counterpoint in the media narrative, and deployed successful calls to action from organizing rallies to soliciting followers’ questions and concerns, which were addressed by ACLU lawyers in a live stream that garnered thousands of views and shares.

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4 Ways of Using Vulnerability to Elevate Brand Storytelling

July 25th, 2017 by

The authenticity of vulnerability is often ignored by brands, because PR and marketing professionals deem it as repeating the negative. But a company that only shows itself in a perfect light creates a house of cards that can amplify crises when something goes wrong; misrepresentation has a viral quality to it. Does this mean we should only talk about our shortcomings? Of course not. But instead of choosing to avoid vulnerability, here are four ways of using it to make your narrative stronger.

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How Cottman Transmission and Total Auto Care Found Its Storytelling Heart

May 1st, 2017 by

Sometimes the idea you need is right in front of you. With PR and marketing pros enmeshed in their brand, it’s easy to miss obvious angles. A helpful idea is to clear the mind and try to look at your messaging with a fresh perspective. Looking at your brand sideways can help, writes an executive at Cottman Transmission and Total Auto Care.

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How a Random Comment Helped Starbucks Discover Its Next Storytelling Series

March 6th, 2017 by

How does one become a next-generation CCO? Answering that question is the idea behind The New CCO Podcast, a series of conversations between CCOs from the Arthur W. Page Society. An advance copy of the series’ first podcast was made available to PRNews Pro. Below are some of its highlights.

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How Coca-Cola Changed the Way It Tells Stories and Measures Results

February 6th, 2017 by

Taking a cue from the social media model of two-way, authentic communication, The Coca-Cola Company upended the traditional model of a brand website with the introduction of Coca-Cola Journey. The platform serves as a digital destination for Coca-Cola consumers and a variety of audiences including partners, investors, journalists and yes, even critics. Once it had done that, it the Coke team realized it had to devise a new way to measure communications success. So it did.