Whether we realize it or not, stories and how we tell them are an integral part of business, public relations and marketing. Corporate culture is based upon the story of your company. Mission and vision statements are stories meant to portray your promise to stakeholders.

Each piece of direct mail, the pictures in an advertisement, the quotes in a press release, the content of a website, the messages in emails, status updates and tweets—these are all stories used to communicate a purpose, a call to action.