Head to Head: Is storytelling in PR worthless?
In this series, Mumbrella invites the industry’s most senior PR professionals to share their opposing views on the industry’s biggest issues. This week, Corporate Reputation Practice’s Peter Roberts goes head to head with FleishmanHillards’s general manager Jenna Orme.
This week, Peter Roberts argues storytelling in PR is worthless, as the industry isn’t equipped to tell captivating stories, while Jenna Orme says storytelling through public relations is what puts a human aspect to brands.
Who do you agree with?
Yes, argues Peter Roberts, managing director, Corporate Reputation Practice:
“Naturally, there will be exceptions to the rule, but on the whole, the industry is not equipped to produce compelling stories. I recognise that’s a bold, if not heretical, claim which is in need of some supporting arguments, so here goes.
” Consumers want to know the story behind the brand, how it’s making a difference, and how it relates to their world.”
proof please
“Consumers want to know the price and benefit of the product they are buying and how these compare to rival brands in the same category”
See how easy it is