The Magic Ingredient of Powerful Public Relations   

You can spend weeks working out your messaging, months hawking your product, discovery, or innovation around potential partners and customers, or thousands of pounds chasing media coverage…  Or you could use a far more powerful shortcut to help you and your company make a mark in the public mind. 

What is this Magic ingredient, I can hear you asking? The answer is storytelling. 

As a species, humans are suckers for storytelling. Maybe it goes back to childhood days, when Mum or Dad used to read to us. Perhaps it’s ingrained, from those days before books, when stories told around the campfire were the way to hand on knowledge. 

I could assail you with the research about how stories light up the mind in a way that mere facts can’t, how they engage our emotions and linger in our memories.  But instead I’ll tell you brief stories about a couple of businesses my company, Creative Warehouse, is privileged to work with. Let’s see if these stay with you much more powerfully than if I’d just given you a rundown of what the businesses do. 

Boutros Bear  

Sheila Kissane-Marshall, pictured, is one of the bravest and most brilliant people I know.

But that didn’t stop them. Instead, they carried on their work, and pioneered their new form of testing courtesy of this improvised lab they set up in Ben’s front room.