NEW YORK, July 18, 2013 /PRNewswire/ -- It's nearly impossible to find a marketing or communications article or blog post these days that doesn't at some point, or in some fashion, state that "content is king." Getting the buy-in from the executive level to create a culture of content and narrative-based marketing and communications, however, can be a challenge for even industry veterans.
PR Newswire's Google+ hangout will examine the effective use of storytelling in marketing efforts. With studies showing that a large component of purchasing decision making is centered in emotion, building a brand story helps answer the question of "Why?" and allows for competitive differentiation that the traditional emphasis on "What?" and "How?" lacks.1
"Storytelling should precede and inform the marketing and communications process," says Blair Caplinger, Founder of Telling Media. "There is a big difference between strategy and story; at any point in the spectrum, businesses can step back and make an assessment as to whether they're telling the right story or not."
The hangout will also include examples of successful brand storytelling efforts, and discuss how to overcome opposition marketing and communications professionals might encounter in gaining executive support.
For more details, and to join the hangout: http://bit.ly/prnimpacthangout
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PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 59 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content — from rich media to online video to multimedia — and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.
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