The art of storytelling has long been part of the public relations craft. It is up to the PR team to weave a tale where the buyer is the hero, the problem or issue is the villain and a vendor plays the role of a trusted advisor or mentor helping the hero in their quest, providing them with the tools to achieve their objective and save the day. This buyer-centered storyline is particularly important in the highly competitive (and often difficult to understand) B2B technology landscape, where big money and big reputations are on the line.

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