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.
Public relations professionals have always been storytellers; however, the way people prefer to receive information has shifted, placing a higher value on visual content as opposed to written. Visuals are processed 60,000 times faster in the brain than text, so it would only make sense that the age-old method of storytelling transform into what we are now calling storyshowing.