How to Create a Narrative That Builds Relationships

[Editor’s Note: This is part I of a two-part series.]

Ayaz Malik, Manager, Enterprise Marketing Excellence, Roche Diagnostics Corp. (left) and Bob Pearson, Strategic Advisor, W2O Group/Co-Author, ‘Crafting Persuasion’

If a tree falls in the forest, do we hear it? When a story is created, but our customer doesn’t see it or appreciate it, does it matter? We can agree the forest of digital media is crowded. This condition places a premium on how we create our story. And, as important, how we ensure that the story is heard and current and future customers act on it.

This article is a continuation of a PRNEWS series that introduced and explained the ABCDE model, which focuses on how we create and tell stories. As you might recall, the model developed during years of PR pros working at the U.S. State Department. The PR executives and marketers were tasked with instructing diplomats in storytelling, augmenting their abilities to explain the country’s foreign policy narratives to diplomats abroad.