by Frank Strong
About fifteen years ago, I met a solo practitioner at a networking event who handed me a business card that presented his title as “chief storyteller.”
I couldn’t take him seriously; I couldn’t imagine lobbying the vice president of marketing to hire a storyteller. We needed a more serious tone – pragmatic, data-driven and business-like. A strong lede or anecdotes? Sure, those are obvious requirements – but “Storytelling” was for Disney and fairytales; it had no place in business communications.
In the last few years, there’s been a few PR bloggers that have shifted my thinking. In particular, there’s been one that really stands out, because his content was so different. It had perspective unlike that we find so often in the echo-chamber. It wasn’t merely a regurgitation of already accepted beliefs, it was fresh and new thinking; I started following him and his work.
I’m not sure where I first found Lou Hoffman, though I suspect it was through a link in the curated content section of the O’Dwyer’s daily newsletter (to which I highly recommend subscribing). Regardless, over the last few years we’ve had countless exchanges and I’ve grown to truly admire Lou and pitched him on doing an Off Script interview for this series.
He agreed and what he came back with is exceptional insight and while long in form, it’s quick in reading and well worth a few minutes time investment. He’s changed my mind on the concept of storytelling and why it’s valuable in PR. Read More…