#MoreFromMedia — A Call to Return to the Sacred Art of Storytelling

Note: I’m on the board of IABC DC Metro, and I often share comms content on my blog. This piece was recently published in Catalyst, the official publication of IABC.

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#MoreFromMedia — A Call to Return to the Sacred Art of Storytelling
By Charlene SanJenko

Since the beginning of time, stories have shaped our culture. They’ve helped us understand the world in which we live, how we relate to ourselves and each other, and how to thrive on this planet. As marketers, communicators, brand strategists and agency professionals, we’re being called to elevate our best practices to a higher level with a new approach. Our industry is ripe for change. Now is the time.

A powerful story ignites imagination, fuels possibility and invites perspective shifts when its impact is clarified and articulated at the beginning of the creative process. Whether it’s an engagement campaign, commercial or in-person experience, a story can incubate, develop and expand throughout the production and its potential for impact is more fully realized.

Consumerism and profit at all costs is outdated and irresponsible. Our audiences deserve more from media. It’s time to engage with them differently for improved decisions and a brighter future. Increasingly, funders, investors, broadcasters, collaborative partners and consumers are looking to connect with a clearer sense of purpose beyond features-focused marketing, direct sales pitches and over-the-top advertising.

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