Public Relations: Great Storytelling Won't Get You Far
First attention. Then the numbers on conversion to opens, likes, followers, sales, market share, shift in public opinion, boost in name recognition and more. Those are what clients want. Not storytelling per se. As in many law practices (see Paul, Weiss partner Brad Karp's observations in Lawyer Monthly ) and throughout management consulting (see David Duncan in the Harvard Business Review ), AI has made what used to sell and at a premium price a commodity. And, the glut of commercial messaging out there has made it more and more difficult to capture, hold and grow attention. Platforms that rely on storytelling, such as BusinessInsider , frequently are floundering. That venue lost almost 30% of subscribers during the past three years. Somehow they haven't effectively connected the dots between the narrative and how does it move the needle on helping the audience accomplish their objectives. Telling her story in the memoir "View from the East Wing" hurt, not helped,...