Professional communicators constantly talk about storytelling. Indeed, the first step to any strategic communications campaign involves carefully crafting and solidifying a brand’s story and messaging.
For new organizations, this exercise requires starting from scratch. More established organizations might look to revisit and revise their messaging to keep things fresh. Either way, a brand’s story forms the backbone of all communication.
The marketing department is usually where a brand’s story is conceived and born. Today, traditional public relations practitioners are working more closely with clients to organize the brand’s corporate and specific marketing messages. While marketing is a good place for story and messaging to start, this is unfortunately where it all too often stops.
An organization’s story and messaging should remain consistent across all business functions. Messaging can be tweaked for different audiences, but core messaging should permeate and guide all efforts.
Here are three business areas outside of the traditional marketing arena where PR professionals should be working with clients to sync their brand story: