Chapter 51: Storytelling: All Stories Are True
Quite literally, storytelling is the oldest form of Communication, the oldest sort of PR. The ability to harness the power of stories, both your own stories, your company's stories, and your customer's stories to create a true dialogue between company and customer, customer and company, is the definition of 2.0. This chapter both goes through current positive and negative examples of storytelling in advertising, marketing, PR, and crisis management, as well as touching on some of the more famous uses of story for good or bad, looking at Coca Cola's use of Digital Storytelling and eBay's kerfuffle over their origin story as case study examples. The chapter then goes on to explain how to draw interesting and useful stories out of customers with prompt questions, how to develop those stories, and what to do with them once you have them. Finally, the chapter features 3 Appendices, mapping out different types of story structure that might be useful in structuring the raw material you are given.
Emma Caywood Biography