Storytelling has quickly become a core competency for all businesses, but it’s not without risk. Although communications professionals were brought up on the wisdom of “content is king,” it’s only true when content is written with careful consideration of your audience. Who is your audience, and how can you use that knowledge to effectively enhance brand recognition?
Director of communications and public affairs
National Renewable Energy Laboratory
Amy Estes is director for communications and public affairs at the National Renewable Energy Laboratory. She leads a team of more than 100 professionals responsible for managing the NREL brand, strategic planning, media relations and digital media, congressional relations, stakeholder relations, community relations, design, publishing and more. She has nearly 20 years of experience in developing dozens of strategic plans, managing hundreds of projects, supervising and motivating several teams and building stakeholder engagement strategies. She has also created, built and policed branding for complex and far-reaching organizations.