FROM STORYTELLING TO TRUTHTELLING
Robert Anderson, Director, Digital Innovation
They say truth is the first casualty of war and similar accusations have been levelled at PR in an age of spin and spam. Selective presentation, murky off-the-record briefings and non-recollection are favourite spin doctor tactics. Meanwhile, the trouble with storytelling is that ‘stories’ can sound like they’ve been made up – fiction.
People have fallen on the sword of truth before but we now know truth sells. Even political party leaders have been holding their hands up to the truth in recent election debates. Studies show authentic brands and businesses are enjoying greater levels of recommendation and ultimately sales. Our own work at Good Relations for Pilsner Urquell, the original Pilsner from Plzen, centres on creating content and events from truths at the brewery, in its Czech heritage and from the vibrant international craft scene.
We’re entering a new era of ‘truthtelling’, which is why the PR industry is in its strongest ever position. We’ve always been experts in finding compelling and creative ways to make true stories contagious — truths that will earn their place in the cultural psyche. The truth is on our side.
Read Robert’s comments as part of PR Moment’s article on “Why PR is Booming!”: http://www.prmoment.com/2998/why-public-relations-is-booming.aspx