The time has arrived when it’s simply mandatory for business people and entrepreneurs to master storytelling in order to be successful.
Heck, any news person knows the value of a legitimate story. As a lifelong journalist and communicator, I’ve written and consulted for years about the need for authenticity and transparency as a way to enhance and distinguish brand awareness.
Fortune Magazine senior editor Pattie Sellers joins the chorus that times have changed. Influence of traditional advertising and promotion is waning, it’s not enough. Online social media and brand journalism have changed all that, says Ms. Sellers.
The phenomena of storytelling is today essential for business and other organizations, not only online but offline, she says. An authentic brand image is distinguished by telling a unique and consistent story.
Why be authentic, asks Ms. Sellers? Because it’s so easy today for a falsehood to be exposed.