BWI: Harvest in-House Stories, be Consistent, User Friendly Advice Story Tellers From Avantha, Google and PepsiCo

Source : PRMoment.in Tuesday, March 3, 2015 11:00AM IST (5:30AM GMT)   Harvest in-House Stories, be Consistent, User Friendly Advice Story Tellers From Avantha, Google and PepsiCo   New Delhi, Delhi, India At a recent conference on “ Authentic Storytelling “ leading corporate communication professionals shared their take on what storytelling is all about today. The conference was curated by PRmoment India ( www.prmoment.in) , India’s leading online magazine for the PR business. The next PRmoment India conference on August 20th, 2015 at New Delhi will focus on the changing role of PR.   Speaking about authentic storytelling Pradeep Wadhwa, director, corporate communications, PepsiCo said that great narratives have to be consistent and meaningful, truthful, passionate, authentic and memorable. Wadhwa felt that today’s communicators are not very good at talking directly to the consumers as they are used to interacting with the audience via the media. Wadhwa also highlighted the importance of retaining talent and helping employees tell their own story. A prime example of such storytelling is the PepsiCo Anthem sung entirely by PepsiCo employees to mark 25 years of PepsiCo in India in collaboration with Palash Sen. Influencer engagement to be PR speciality Shravani Dang, vice president and head, corporate communications, Avantha group said that for storytelling, managing the influencer relationship is an emerging category of PR specialisation. Ben Smith, Managing Director and publisher of PRmoment India and its sister site in UK( www.prmoment.com), pointed out that influencer scoring metrics such as KLOUT scores should be treated with caution, they are an indicator of influence, not a statement of fact. Story harvesting for companies Dang also said that at Avantha they follow a process of “story harvesting”, brainstorming to take up the top most relevant and talked about themes. This is a process that Mahindra follows as well. Deepa Thomas, General Manager, Group Communications, Mahindra & Mahindra Ltd said that at Club Mahindra local managers are the central point for mining interesting customer experience stories. Remain Authentic in a crisis and as a storyteller Deepa Dey, head of communications, GlaxoSmithKline Consumer Healthcare Ltd, top tips were to find an authentic narrative, use an authentic way of telling it and use innovation to boost the story. Giving an example of authentic narrative, Dey talked about Stella Artois and its Buy the lady a drink campaign. The beer brand supported the initiative of water.org to provide clean water, an issue that specially affects women who have to walk long distances to find water: Keeping the message friendly and candid: Google Paroma Chowdhury, ‎director & country head, corporate communications & Public Affairs, Google India, said that the hallmark of the Google communication voice is to be clear, brief, targeted, friendly and useful. Useful Links Get more PR storytelling tips at : http://www.prmoment.in/1795/the-evolving-role-of-storytelling-in-pr.aspx     Media Contact Details Ben Smith, MD, Founder-MD PRMoment.in, , ben.smith@prmoment.com Paarul Chand, Editor PRMoment.in, ,+91-9811426392 , Paarul@prmoment.in   KEYWORDS: Business/ Finance:Advertising, PR & marketing, Events & Conferences, Media & Entertainment, Publishing & Printing , E-commerce;General:Internet, People   To ensure that you continue to receive email from Business Wire India in your inbox, please add businesswireindia.com to your Address Book or Safe List.   To submit a press release, click here. To unsubscribe or modify your Business Wire India settings, please visit your profile page on Business Wire India. Connect with us on: Facebook | Twitter | Google+

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