With the increasing reliance on gadgets in everyday life, the PR industry risks losing some of its storytelling edge. With all the information we need available at our fingertips, many are beginning to question if storytelling has lost its value.

Temasek Communications head Stephen Forshaw explains that, “we’ve lost the art of developing key messages and we’ve lost the art of storytelling, and storytelling is the heart of our business.”  It is hard to engage an audience with a meaningful, personal story when the world seems to become more and more impersonal every day. You can have a conversation with friends or family without ever actually seeing them face to face.

The important thing to remember is the value of personal connections as our world becomes engrossed in technology. For a generation that grew up with technology and convenience at the push of a button, future PR professionals need to realize the value of telling a story to their audience and making a personal connection.

Hill + Knowlton Strategies global chairman and CEO Jack Martin reminds us to “always remember that on the other side of the gadget or newspaper or, whatever medium, there is a human being who it’s our responsibility to communicate with.” This is the core of our business, and we must remain committed to telling the right stories.

Do you need help telling the story of your brand or business? The Vandiver Group, Inc. offers storytelling training classes. Our trainers understand the value of a great story, and can help you communicate that story to your audience. Call us at 314-991-4641 or visit our website at www.vandivergroup.com to learn more.