So here is your first PR narrative exercise. And before we get into that, just let me give you a brief summary of what a PR narrative is. a PR narrative is like your elevator pitch, the 10 to 15. second bit of narrative that you say to someone about what you do. And what we're going to do throughout these three exercises, there's three of them, is we're going to build up to the last and final exercise which we're going to put all of these exercises together and build a very clear and concise PR narrative. So that when someone asks you what you do, you will be able to tell them in a really distinct way. And so, the first part of this the first question or the first exercise is, why does your company exist?

And this Why is a very important why it is an internal why it is not an external why it's not for fame. fortune in money and all the things that are external and fleeting. It is why in your gut, did you found the company did you work on this product? Do you want to bring whatever you're doing into the world, and it has to be something that's unshakable so that when all the fame fortune and prestige go away, you will still want to do this. So take out a piece of paper or your favorite, you know, word processor, right one to two sentences about this, and then try to pick a single word to describe it. And that single word is very important because that's going to help us focus in on the entire PR narrative once we start to build it.

So pause here, take a couple of minutes to do that and then we will head off to the next secret