People like stories, so public relations practitioners should pay attention to Seth Godin’s reflections on Brand as mythology. When crafting press releases, we should think about narrative and how our stories could be retold to others. Stories add emotional context that is lacking from far too much corporate communications. They are a critical aspect of culture (see web model in Johnson, Scholes & Whittington) and vital to consider when trying to create change.
Heather Yaxley is passionate about PR - teaching the CIPR qualifications, lecturing part-time at Bournemouth University and running the Motor Industry Public Affairs Association (MIPAA). I'm undertaking a PhD looking at Career Strategies in PR. I love sharing ideas and knowledge - connecting news and views by blogging on public relations and educational developments, especially relating to accelerated and active learning. I'm also a published author, qualified trainer and experienced consultant. View all posts by Heather Yaxley