Throwing facts and figures at a business audience won’t necessarily win them over. A great story, on the other hand, is more persuasive and more memorable.

At a time when we have more data than we can possibly use and people connect on social media platforms, storytelling is an ideal tool for PR and marketing.

That doesn’t mean it’s easy. Entertainment options are everywhere, and crafting a business story designed to promote a product or service doesn’t always measure up. People are busy, overwhelmed and even cynical.

Read more at PR Daily.