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How to use brand storytelling - advice from PR agencies

By Danielle Stagg on 2 October 2013

As the web of marketing agency disciplines slowly knits together, PR agencies are turning to storytelling to create brand identity.

But there's a big difference between storytelling and spin, says Senior Consultant at Cherish PR, Julie Thompson-Dredge.

As consumers and people who consume media become ever better at spotting a ‘blatant pitch’ or plug, marketing agencies and PR people have had to become cleverer at telling stories.

Know your buzzwords

Storytelling is very different from fabrication though. It’s often thought to be a subtle synonym for that much-maligned PR phrase, spin, but in fact a good PR agency will view storytelling as using a real-life trend or story to set a client’s product or service in a cultural context. It’s a way of making a brand relevant and authentic – which is the only way a journalist worth his or her salt is going to cover you.

At Cherish PR, we’ve told the story of erotic writing through erotic writing workshops we’ve held for journalists for our client Mills & Boon. A 150 year old romance brand, brought up to date, we tell the story of the history of erotica up to the modern day. This has resulted in first person articles by journalists which told a story, and brought the brand bang up to date.

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Marketing agency trends: half of businesses reluctant to use SM

By Danielle Stagg on 25 September 2013

Some marketing agency trends are more surprising than others. Last year the IAB posted some research that stated only 55% of businesses had adapted their business strategy to include social media. What do the PR agencies have to say? Gemma Farmer, from Neo PR tells all.

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