Back to the Future: Why storytelling is all the rage again in PR

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What You’ll Learn:: 

G. Bernard Shaw once said, “The single biggest problem in communication is the illusion that it has taken place.”

Quoted by Mike Fernandez in this essential Ragan Training video, Shaw anticipated the biggest problem in communications, both internal and external: You can say it, but will your audience get it?

So how do you avoid shoveling messages down the output chute without ever really reaching your intended audience? Tell stories. Join Fernandez for a discussion of strategies honed at major brands.

Key Takeaways:

  • How major brands use storytelling
  • The new model for corporate PR
  • How to define and activate corporate character
  • Ways to build advocacy at scale
  • How to affect people’s beliefs
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Broadcast: 
September 2014
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Presenter bio: 

Mike Fernandez is corporate vice president of corporate affairs for Cargill, the food, agriculture, financial and industrial products giant. He leads Cargill's worldwide corporate affairs activities, including government relations, media relations, internal communications, brand, marketing services, corporate responsibility, and knowledge management.