ABSTRACT
Neil Patel from the Content Marketing Institute says humans are wired to listen, tell and enjoy stories. Journalists are prodigious storytellers; their stock in trade is writing news and feature stories, and brand journalists do a lot of storytelling. Storytelling calls on journalists to find the best story they can and write it in a clear and compelling way. Targeting a specific audience and knowing the publics we need to reach are fundamental public relations (PR) and communication skills. Audiences relate to stories that show triumph over adversity and heroic journeys. The idea behind a ‘brand narrative’ is that organisations, people, products and services are understood from a single, overarching position. Organisational storytelling came to the attention of scholars and corporate analysts in the 1970s. Transmedia storytelling means telling one's story across a range of media platforms and channels, and making the most of the way others share the story too.
