See a photo of Suzanne, her bio, Part 1 of this Q&A, and Part 2.
Q&A with Suzanne Henry, Questions 5 and 6:
Q: Your Web site notes “we only accept clients for which we can truly make a difference.” How would you characterize the type of client for whom you can make a difference? To what extent does storytelling enter into these decisions?
A: Storytelling plays a big part in whether or not we can accept a potential client. If someone doesn’t have a story — or is confusing sales and marketing with public relations — we know we won’t be able to get that client any traction, visibility-wise. So, we politely decline.
Q: While storytelling in branding, marketing, and advertising gets a 
lot of buzz these days, it seems we don’t hear as much about storytelling in public relations. In what ways does PR lend itself to storytelling? Do you have a sense that more PR firms are focusing on storytelling? Do you ever see storytelling poorly done in the PR realm?
A: I believe more PR people are using storytelling to introduce companies, nonprofits and academic institutions to their audiences. Public relations is meant to help communicate what a company or nonprofit has to offer, how an issue might influence, and bridge the gap between “the people” and that entity. Stories are great ways to help create that bridge. Stories evoke emotions, tap into our imagination and empathy, and help us gain context. All these things help influence and guide people to a way of thinking. So, if PR people aren’t using storytelling they either will adopt it soon or find themselves behind the curve. Also, storytelling can be a terrific tool to overcome information overload and lack of relevancy. If PR people don’t find a way to become interesting and relevant immediately today, they won’t be as successful.