My Secret Work Weapon: My journalism training made me realise marketing is storytelling

I started out as a journalist; from there I went into PR and ultimately marketing.

It's not a traditional route, but it's one I am always grateful for. The thread that runs throughout all the roles is the ability to identify and get to the heart of the story; what is it that will connect with your audience and leave them wanting more?

In the case of travel marketing, the story is not just about the written copy – the old adage that 'a picture is worth a thousand words' is probably more true in this sector than most, and in recent years it's been updated to 'great online video is worth a million words'.

I wish social media had existed when I started out. Now you can be the journalist, photographer, sub-editor and publisher rolled into one with immediate reader feedback on your 'stories'.

Two other things journalism taught me were the ability to work fast to an immovable deadline, and the humbling recognition that you are only as good as your last story.

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