Getting Your Story Straight How And Why To Craft A Company Narrative
In my previous columns, I have talked about the importance of brand identity on a personal level, no matter what your field may be. As I’ve spent 20 years running a PR practice devoted to CEOs, I would like to think I know a thing or two about why an executive’s personality matters as an entity entirely apart from a brand. However, as this world of ours is rife with paradoxes, just as much as it is important — in this social media age — for the person running the company to be a three-dimensional being who the consumer can latch onto online, it is equally important for the biographies of a company’s staff to reflect the company’s values and evince its collective skill set and expertise....