By telling great stories, integrating content, media and search and using them in equal measure wise PR people can help companies properly engage with their target audience. In their hands communications can deliver measurable business outcomes. In their hands communications is a corporate differentiator.
Surat Thani is a beautiful province in Southern Thailand filled with wonder, but there's one thing which has tarnished its name in recent years - and that's some the travel agencies. If Surat Thani was a verb (i.e. that man really 'Surat Thanied' me) it would simply be defined as 'to get one over on a tourist, and ruin a good portion of their trip for financial gain.'
My sessions of talk therapy back at university helped my story telling. Every week, I'd walk through one of the colleges, past the restaurant where students were sitting and laughing with each other, past the duck pond where the college cat was watching hungrily from behind the bushes, to a door tucked away behind a wall -- Counselling.
In reading to my daughter when she was younger it became apparent that modern children's writing differs from the classics of my own childhood. Heidi and the Secret Garden might propel me back to the comforts of childhood, but for her fiction from the pre-TV era grated because the prose felt too descriptive.