It all starts with a story… As a former journalist, I understand that the only thing that matters is the story. Yet it’s astonishing how many PR people completely neglect the basic fact that the job of the press is to tell an interesting and entertaining story. A story is not a slogan. It is not a “solution.” It is more about your future than your present. Your story will capture and hold a leadership position in the minds of your customers and competitors. This story is your most important marketing message and branding tool. And yet so many businesses have no idea what their story is or how to tell it. But if you can’t tell your story in 60 seconds, how do you expect CNN to tell it in 30 seconds, or Business Week in a mere paragraph?