Bulldog Reporter supplies news, analysis and high-level training content to public relations and corporate communications professionals with the mission of helping these practitioners achieve superior competitive performance.

Bulldog Reporter is the foremost producer of professional development webinars in the corporate communications marketplace, and it publishes the industry’s best-read, widest distributed trade journal, Bulldog Reporter’s Daily ’Dog. Bulldog Reporter helps you understand how to work with the media most effectively… and helps you get results.

Last Friday, our MSR Team participated in a webinar titled “The Power of PR Stories: How to Create Corporate Narratives That Move Social and Traditional Media”


• Kevin Sullivan, Managing Director-Corporate Communications, Barclaycard US

• Daniel Novick, Writer and Corporate Storyteller, GolinHarris

• Matthew Greenberg, Vice President, Content Strategist, Social@Ogilvy,

Ogilvy Public Relations

• Tommy Walker, Online Marketing Strategist; Host, Inside the Mind

• Emmanuel Tchividjian, Senior Vice President, Ethics Officer, Ruder Finn, Inc


To help give our readers some informational tips on transforming your brand, telling a story, and intertwining social media in the mix – we wanted to jot down a few notes for you to take away.


How to Improve Your Marketing

Your brand is not the star of the story, your brand is not the main character – it’s ALWAYS the customer.


1.         Do A LOT of research

2.         Listen in social media groups, forums and specialized chats

3.         Create media that reflects what they want/need


Everyone Loves A Great Story

Three tips for great story telling:

1. Use a framework

2. Find your inspiration

3. The Golden Circle


What Makes Content Shareable?

Value Exchange – Understand what your audience values

Disruptive Ideas – We stop to notice ideas or concepts that challenge our understanding

Great Story – Many decisions are based on emotion, not reason

Fresh Interest – People want news they can share

Social Proof – We are often apt to choose what others choose

Creative Participation – Participants are likely to encourage others

Simple Advocacy – Make it simple to share


Telling Stories on Social Media:

The traditional rules of storytelling haven’t changed:

•  Authenticity

•  Relevance

•  Tension

•  And more…


But the platforms, opportunities and expectations have changed:

-Owned Channels

-Native Advertising


Why brand storytelling is important?

-Brands are no longer passive observers of the conversation and culture


What’s the brand’s philosophical North Star?

-Not the brand’s marketing message – its purpose.


Many ways to discover this:

The Six Thinking Hats

Process – What’s happening?

Intuitive – Emotions around Issue

Objective – What We Know

Positive – Why It Will Work

Negative – Why It Won’t Work

Creative – Solutions


Content Marketing Essentials:

Distribute your brand story on the following; Twitter, LinkedIn, Tumblr, Google+, Vine, Facebook, YouTube, Foursquare, Pinterest.