Skift Take

Delta's become a master at telling the stories it wants told in an increasingly noisy marketplace.

Kevin Shinkle, chief communications officer at Delta Air Lines, and Nancy J. Friedman, founder and President of Nancy J. Friedman Public Relations, spoke at the Skift Global Forum. Shingle and Friedman addressed the topic, “The Changed Nature of Travel Public Relations and Communications in a Digital-First World.”

Friedman and Shinkle discussed the death of the press release and the rise of story telling as brands attempt to communicate better to consumers who are constantly connected to digital media. Despite high-tech tools, they both emphasized the importance of personal relationships in order to shape coverage.

This is the latest Skift Global Forum 2015 video we have posted. Over the rest of the month we’ll release each of the three dozen-plus presentations from the 2015 Skift Global Forum. To keep track of them all, bookmark Skift Global Forum.

Watch the video, above, for the full 28-minute conversation.

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Tags: delta air lines, public relations, sgf2015, skift global forum

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