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Craft the right story

Companies define themselves by what they do, not who they are.

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But prospective hires, customers and investors  make decisions

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based on your reputation, not your products.

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Consider how different audiences assess a hospital’s reputation:

  • Physicians want to know how good the staff is.
  • Cancer patients want to know its success rate with oncology cases.
  • Patients’ families want to know its patient safety scores.

To reach a specific audience, your story must deliver information it needs to hear. This makes you relevant and attracts attention. For our viewpoint on overcoming challenges, pick a situation:

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