The digital era has transformed how PR pros must tell their stories.
In 2012, Coca-Cola declared that it was on a mission to “kill the press release” by 2015 and launched an ambitious brand journalism project to tell its own story. The result was Coca-Cola Journey, which transformed the company’s corporate website into a dynamic digital magazine and owned media channel that “makes (and sometimes breaks) Coca-Cola news.” While cutting down on press releases and corporate speak, Coca-Cola has managed to significantly boost its media coverage—and more importantly its audience engagement.
This example highlights how PR professionals need to fundamentally rethink the way they tell their stories. What methods can communicators use to ensure that their stories are not only heard, but also felt? – Read
