For centuries, people have used storytelling as a way to pass down knowledge and lessons from one generation to the next. Over time, technology has allowed us to tell these stories in more detailed and varied ways. While the core purpose of storytelling has remained constant, it has evolved to suit different mediums and audiences…
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pitching
When corporate communication professionals (or their PR agency) propose a particular story (e.g. in the form of a press release) to a journalist, they engage in two separate but related processes.
First, they are soliciting interest in the story.
Second, they are making sure that the story is framed in a way that is consistent with the organization’s preferred framing (i.e. how the organization would like that story to be told).
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