The Great Myth of Storytelling in Business Communications
The concept of “storytelling” has been trending in the communications industry for years.
Yet, transforming this concept into real-world campaigns has proved problematic.
For a reason.
The classic definition of storytelling — a narrative with a start, an end, and something going horribly awry in between — does not work in business communications.
Do Companies Want to Proactively Communicate Their Failures?
Of course, they don’t.
Who does?
Still, there are ways to lift narratives and shape media pitches without depending on failures.
This missive dives into the “how.”
