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Once you understand what the story currently being told about your organization focuses on (see last week’s post on “The art and science of telling a great corporate story”), the next step is to identify the storyline that you want to tell. There are many story structures that you can use to tell the story in a way that engages your audience. While, at first glance, some of these approaches may seem a little “Hollywood” – keep in mind that show business is a very successful industry that is based on telling stories.



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This blog post isn’t about what to do should your organization be faced with an issue or a crisis. It is about what you can do today, proactively, even if there isn’t the slightest evidence that there might be a challenge in your future. (A word of warning: A small mistake by someone in your organization could get a lot of interest online and turn into a huge crisis. Don’t think a crisis would never happen to you. It can. And at some point, it likely will.)

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The Vancouver Sun is reporting today that Shaw Media will launch an all-news channel for British Columbia in the summer of 2012. Global BC will be responsible for the content. Fingers are crossed at AHA that this also means that Global will have more television cameras available to record the news going on in the Lower Mainland.

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January is an interesting month. People are setting goals in both their personal and professional lives. It’s a time of new beginnings, of focusing (or refocusing), of excitement and hope. We’re no different here at AHA. We took some time over the holiday season to set our goals and to outline what we want to achieve, experience and create in 2012.



One of my professional goals is to work with more clients who realize that great PR is about building relationships, about educating and informing, and about engaging with your target market or stakeholder group. Social media has made a huge impact on public relations. There are many avenues for great PR and they include traditional approaches and new media. One of the areas I am excited about is in the area of brand journalism. Brand journalism allows organizations to create interesting, useful pieces – video, articles, Q&As and more – that share relevant information that is of value to the stakeholder group.



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