Transmedia Storytelling in Action
In the good old days – actually, not that long ago – market development for a new product or service launch was considered to be predictable. A skilled marketing communications or PR person would contact “the media” and pitch them the same story – over, and over again.
That repetition resulted in a crescendo of editorial coverage — as that limited list of qualified journalists recited the “messaging” to their assumed to be receptive audience. Any reported market buzz was typically followed by a prolonged period of relative obscurity.