By design, mobile communications have to be focused on keeping messages short and sweet.
According to Edelman PR President and CEO Richard Edelman, that doesn’t mean mobile campaigns shouldn’t tell stories, however. In remarks at Edelman’s 2014 Academic Summit in Chicago, Edelman said public relations should take the lead when it comes to mobile media, for that very reason.
The Huffington Post quotes him has saying: “[Mobile] stresses relevant, substantive storytelling, stakeholder engagement trust and, above all, shared value for customers, organizations and shareholders. It does not favor classic advertising or media buying.”