A note from Mark Ragan

Communicators:

When you hear the word “storytelling,” does it make you a bit uneasy?

Storytelling involves emotion, feelings, uncertainty — the opposite of everything a business is supposed to be about, right?

“Numbers, hard data, results, ROI!” It’s a constant refrain. Executives want certainty, consistency, and risk mitigation. There’s only one problem: certainty, consistency, and risk mitigation are boring! Stories involve uncertainty, suspense, and drama.

The brand journalism and content marketing elements of the business have become more indispensable than ever. And that’s not only true for those in the publishing industry. It’s becoming true for every industry.

It’s no coincidence that forward-thinking organizations are filling their PR and communications teams with journalists.

Coca-Cola is among the better known companies that have stacked their communications teams with journalists. Chrysler’s communication department boasts a former CNN bureau chief. I could go on.