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Published on Oct 16, 2014
Tim Rich’s presentation ‘The serious business of stories’, from the 2014 Copywriting Conference, held by the Professional Copywriters’ Network on 26 September at Haberdashers’ Hall, London.
Almost every business now claims it has a story. And terms such as ‘brand storytelling’ and ‘corporate narrative’ have become commonplace in the communications industry. But, in truth, relatively few people really understand what makes a story a story. And the ‘stories’ shared by most businesses and agencies just aren’t that interesting, memorable or inspiring. Tim Rich looks at what makes a story, why stories can be so valuable, and how to overcome client anxieties about telling a great story.
ABOUT TIM RICH Tim has written for and advised a wide range of clients, from the leadership teams at BP, Land Securities, KPMG and Ericsson to communications agencies such as Moving Brands and Pagefield, together with numerous start-ups, charities and arts organisations. Before that he was editor of Graphics International magazine and a columnist for Design Week. Having what he describes as ‘a face for radio’, he was a newspaper reviewer on Radio Four’s Broadcasting House show. And he once wrote a book about being a football fan. Tim tweets at @66000mph.