Companies Wondering, "Do Social Media and Press Releases Really Have Any Meaning?" Should Read This: Focus on Creating a "Story" that Goes Beyond Mere Information Disclosure.

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Even with extensive use of social media and press releases, some campaigns fail to generate buzz—the difference lies in the power of "storytelling." Miki Tonomura, who spearheaded the "Hikonyan" boom, explains the secrets of storytelling that effectively convey a company's appeal, using examples from the Gunma Passport and pharmaceutical companies.