Blend, mash and mix: cookery lessons in storytelling

Steve Earl, managing director of Zeno Group in London, discusses the effectiveness of storytelling in his PRWeek blog:

Firstly, the demand for more expansive storytelling shouldn’t come as a surprise to us. We’ve been working with it since the dawn of the profession, even if traditional media became our proxy for many decades. The best PR people have always been good storytellers, so we should take the blinkers off.

Secondly, digital media and the way in which journalism is changing give us scope for more sustained and engaging storytelling, which should make value easier to measure. It is an understatement to call this a good thing.

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