Are storytelling and digital PR two sides of the same coin?

[shaownhasan]

In my storytelling training courses I always dedicate a part to digital PR and influencer marketing. There is no UGC project that does not start from a definition of the objectives, the narrative canvas, the mapping of figures - call them influencers, consumers , users - who have values ​​shared with the reference brand.

To cite the example of a friend: Nicola Carmignani , one of the most famous Instagrammers in Italy, often tells me that he wouldn't feel comfortable working for a wine or beer company, for one simple reason. He's a why choose our service teetotaler and his audience, who knows him, knows it. On the other hand, Nicola often posts photos with coffee. This has made him an authoritative testimonial for Lavazza's new Instagram channel, Open Coffee.


Influencers and storytelling: the example of Nicola Carmignani
Nicola Carmignani for Opencoffe by Lavazza
There is no influencer marketing without storytelling, without a careful analysis of the dynamics involved in the engagement, and this requires the work of a team of professionals who follow the influencer from the mapping phase to monitoring the results.

To understand if his action was effective , or if it was just an attempt.