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 PhD
Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name. View all posts by Heather Yaxley PhD