ABSTRACT
Most journalists understand the value of story. If they want to make an idea, a concept, or even a person relatable, they will tell it as a story. This applies to every field and profession. When considering how to present journalists story, regardless of the medium or form, they should remember to make it as relevant and relatable as possible. Basic narrative techniques can help. A compelling story will lend credibility to their brand. Much has been written on branding stories in entrepreneurial literature. Most corporate branding stories are grounded in fact, but quickly move beyond fact to legend and kitsch. Virgin Group founder Richard Branson is an institution in him. So powerful is his personal brand that it almost does not matter what kind of business he attaches his name to. From record labels to airlines, cellular phone companies, and even space flight ventures, Branson's story remains front and center for his followers and the media.
