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

IDEAS
DRIVE BUSINESS

BUT IT IS TRUST THAT KEEPS IT ALIVE
Trust = (C+R+I)
S

automotive cosmetics food housecleaning
- 20%
- 35%
- 50% - 45%
Loss of revenues in Russia estimated in Euro for 2009
(source The Independent May 2009)
DOWNGRADING
PURCHASE 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

PEOPLE
BUY INTO STORIES NOT
FACTS

AND IDEAS
ARE WORTHLESS WITHOUT
A PLACE TO LIVE

STORIES
MAKE EASIER TO UNDERSTAND
THE WORLD

STORIES
ARE THE ONLY WAY TO SPREAD
ON IDEAS

2 – A STORY

STORIES
ARE OWNED BY ALL OF US

T-MOBILE
DEMONSTRATE THAT THINGS ARE
BETTER WHEN WE ARE ALL TOGETHER

BURGER KING
DEPRIVATION TEST
WHOOPER FREAK

MICROSOFT
THE MEMORIAL OF THE FUTURE WAR
HALO 3

CHARITY
BRING THE ANNOYING REALITY
INTO THE SHOW

3 – A STORY

STORIES
PERSONAL AND RELEVANT

TAKING ADVANTAGE
OF THE BUTTERFLY EFFECT

NIKE
MAKE EVERYONE TAKE ONE’S PART IN THE STORY
HUMAN RACE

NIKE
MAKE THE CONCEPT EVOLVED FROM MARATHON TO COMPETITION
MEN VS. WOMEN MARATHON

1 – A STORY
2 – A STORY
3 – A STORY

GREAT STORIES MAKE PROMISE
WE WANT TO BELIEVE IN

AND PR ARE THE TRUST
ENGINEERS
OF THE MODERN WORLD

THANK YOU