Corporate Services – Storytelling Business

Business leaders are different. They are storytellers and dreamers and visionaries. They understand branding and image and reputation. They understand the power of storytelling for business. They are in the storytelling business.

Fred Smith, CEO of FedEx, said that something along the lines of a companies reputation and its brand value being the essential tasks and duties of any CEO. If every company followed that, any communications by a company would be something that would interest the boss greatly. All too often, this fundamental responsibility is delegated to departments who are only ever visited by the boss when something has gone wrong.

In every large PLC there are Marketing, PR. PA and Sales departments. I have worked in all of these departments and with bosses in board rooms. Of course, it makes life much easier for everyone if the big bosses understand how important the functions of those departments are.

I have listed some of the areas of work involved.

Case studies

“Peter Botting is a force of nature. The guy has an uncanny ability when he speaks to hold a room in the palm of his hand and to have people hang on his every word.

When you screw up, he tells you and he tells you straight. But he tells you in such a constructive way that you want to hug him with thanks after he’s given you a metaphorical clip round the ear. My students love him. He is consistently among our highest ranked and most popular speakers. And once my students have moved on from YBF, they readily engage Peter on their own account.

He’s quite simply the best in the business, bar none”.

Donal Blaney, Chief Executivethe Young Britons' Foundation

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