PR – STORYTELLING

The power of of building true compelling stories in a low trust world.

IDEASDRIVE BUSINESS

BUT IT IS TRUST THAT KEEPS IT ALIVE

Trust = (C+R+I)S

- 50% - 45%

- 35%- 20%

automotive cosmetics food housecleaning

Loss of revenues in Russia estimated in Euro for 2009 (source The Independent May 2009)

DOWNGRADINGPURCHASE DELAYING

SHOP SKIPPING

AND EVERY CRISIS IS FIRST A PR PROBLEM

BECAUSE PR IS ABOUT GIVING PEOPLE’S TRUST TO IDEAS

SO WHAT MAKES A PR IDEA SOMETIMES SO SUCCESSFUL?

1 – A STORY

PEOPLEBUY INTO STORIES NOT

FACTS

AND IDEASARE WORTHLESS WITHOUT

A PLACE TO LIVE

STORIESMAKE EASIER TO UNDERSTAND

THE WORLD

STORIESARE THE ONLY WAY TO SPREAD

ON IDEAS

2 – A STORY

STORIESARE OWNED BY ALL OF US

T-MOBILEDEMONSTRATE THAT THINGS ARE BETTER WHEN WE ARE ALL TOGETHER

BURGER KINGDEPRIVATION TESTWHOOPER FREAK

MICROSOFTTHE MEMORIAL OF THE FUTURE WARHALO 3

CHARITYBRING THE ANNOYING REALITYINTO THE SHOW

3 – A STORY

STORIESPERSONAL AND RELEVANT

TAKING ADVANTAGEOF THE BUTTERFLY EFFECT

NIKEMAKE EVERYONE TAKE ONE’S PART IN THE STORYHUMAN RACE

NIKEMAKE THE CONCEPT EVOLVED FROM MARATHON TO COMPETITIONMEN VS. WOMEN MARATHON

1 – A STORY2 – A STORY3 – A STORY

GREAT STORIES MAKE PROMISE WE WANT TO BELIEVE IN

AND PR ARE THE TRUST ENGINEERS

OF THE MODERN WORLD

THANK YOU