What does storytelling mean to you?
I think story-telling is an area of expertise that some people have and that isn’t necessarily part of corporate comms, corporate affairs, media relations or anything else. It’s an area of focus for a lot of companies now, they realise that storytelling is one of the most powerful forms of communication, and that comes at a couple of different levels.
I think that good communicators, the great communicators, all really do it naturally. These days though, there is some science coming into it so that all communicators and all companies can start to consider how they use it. I think that’s the difference.
Think of someone like [Richard] Branson, he uses it all the time. Every time I've seen him interviewed, he basically tells a story...