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'Storytelling' the Big PR Difference
By: Doug Bedell
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Matt Shaw, Director of Communications for the Council of Public Relations Firms in New York, sees storytelling as the big differentiator between public relations, marketing, advertising and the emerging new digital skills in this era of continuing creative ferment. "Public relations," he writes, "has long added value by providing a single, business-critical skill for clients: Storytelling."

"During the 1990s," Matt explains, "when I was working for a firm in Boston, we told stories primarily by getting journalists and others to write about our clients. Today, we tell stories with words and pictures, using video or infographics and platforms like Facebook, Twitter, and Tumblr. Yet it's still storytelling and public relations firms do it as well as anyone."

Matt's right. So keep storytelling foremost as the big PR identifier in this increasingly digital era. 

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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