"Storytelling" should not be reduced to a marketing buzzword

Here’s the real story on storytelling. It’s what journalists do. We research. We interview. We weave details from multiple sources into a narrative that enlightens or entertains the reader – or both.

We introduce readers to new things, or show old things in a new light. And we remind readers that, behind all things are the people who designed, built, maintained, preserved or restored them.

Those are the stories I write. I’ve been writing about cars and the car business since 1986.

My storytelling skills are anchored in journalism, including The New York Times, the BBC Autos page and enthusiast publications. As a steady editorial contributor to Hagerty (classic car insurance and media), I specialize in delving into the deeper stories behind the cars. I draw on a broad and deep knowledge of the car business, including brand and model histories, and also look for a cultural context.

And mostly, I look for the human story.

That’s the editorial portion of my career. There’s another side. I went to work for a BMW’s PR agency in 1992, and, in 1995, joined the Mercedes-Benz PR department. I started my own PR/marcom/editorial writing business in 1999 and have since written for the world’s best brands. (See my website, Audamotive.com, for details.)