One of the things I hate most about corporate journalism is the tendency we have to focus on the BIG. 

That big fat cheque we gave to the children's home, the big event  our organisation sponsored, the big new product we hope  everyone will talk about the launch, the big new ad campaign on which we just spent heaps of money.

I hate that.  So do most editors. 

Let's be frank.  This kind of PR  has its own legs, these kinds of stories find their space in the newspapers and they are published today and they are gone tomorrow, like a puff of  wind.

Want to know how to really build your brand with storytelling? 

Begin by  telling the stories that  go into the corners of your organisation, its subcultures and find the narratives that speak specifically to the beneficiaries of  your corporate largesse articulating their meaning and significance  in ways that very few of them would ever have. 

Of course the advantages are well, BIG. Your organisation's identity will resonate with real meaning. Editors will take note. People will attach themselves to  your stories and repeat and remember  them. Your brand will jump to life. 

Now, imagine doing this month in and month out. There is a difference.  I've learned over and over again that brand journalism is  one of the most effective tools  communicators have in their grasp, now if only we could tell our stories right.