As reported by the Wall Street Journal, the latest hot job is one of the oldest in history: storyteller. LinkedIn job postings including “storyteller” doubled in 2025. So why the surge, and how can organizations make sure they’re telling their story effectively? Grab a cup of coffee or tea and let’s get into it.
The media landscape has changed dramatically over the past two decades. Publications are in decline, especially in print. As a direct result, local newsrooms have lost 75% of their reporters since 2002. Those still in the biz are expected to do far more with far less — and on a 24/7 deadline.
That’s what makes “earned media” harder to land than ever. At Cookson, earned media is what our communications team works hard to secure for our clients — getting them in the news to share positive developments, whether that’s an industry award or a timely opinion on a trending topic. That third-party credibility has always been critical, but with journalists stretched thin, breaking through takes more than just a press release.
Add AI fatigue and its often-redundant copy and tone into the mix — audiences are craving human, authentic relatable brands — and it’s easy to see why the job of a real “storyteller” is having a moment.
So how do you make sure your organization is winning at it?
Make sure your story is actually a story.
Not all content qualifies. A client testimonial, a new mission statement or an internal rebrand isn’t a story. Ask yourself: is there a real person involved? Real stakes? If it passes that test, think about where the story lives best — social media, a podcast, a press pitch — and always keep your audience in mind: what they care about and how they want to hear from you.
Inauthenticity can backfire, and fast.
The internet is quick to turn on any brand. Not long ago, McDonald’s CEO Chris Kempczyk went viral for all the wrong reasons — taking a cautious, tiny bite out of the new Big Arch burger. The internet did what it does best: roasted the brand and generated endless mockery and memes. The moment ultimately produced roughly $18 million in free publicity, but it’s a lesson worth learning from rather than repeating. (For more on reputation management, check out Matt Cookson’s blog, Hall of Fame or Wall of Shame.)
Organizations need to prioritize authenticity — making sure their content is quality, worth an audience’s time and above all, genuine. Because at the end of the day, everyone loves a good story.
The End.
