Greenough Study Shows Unique Storylines in Mobile, IT Security and Healthcare Media

Industry-specific media vary with certain narratives

 BOSTON, October 9, 2013 – Greenough, a public relations, social media and marketing firm, today released its 2013 Prevailing Storylines Study, new research showing the most common narratives found within industry-specific media covering mobile technology, IT security and healthcare/ healthcare IT respectively. In ranking the most common storylines, the findings of the study identify differing patterns within each segment.

The 2013 Prevailing Storylines Study looked at nearly 1,500 articles across 30 business and trade publications spread across three core markets: mobile technology, IT security and healthcare IT/healthcare. The study shows that certain narratives do indeed appear with regularity in each industry, and the top storyline in each category was:

“After reviewing the results of our research into core business media we were curious whether narratives would be different at an industry level,” said Phil Greenough, CEO of Greenough. “The science of storytelling is even more nuanced than we thought; there’s sufficient difference at the industry level to recommend unique approaches to storytelling in these markets. The major takeaway is that storylines in key industry media vary greatly, so media relations professionals need to adjust their outreach strategies accordingly.”

This study is follow-up research to the agency’s “2012 Prevailing Storylines Study,” released last year, which ranked the ten prevailing narratives that appear regularly in mainstream business media. To learn more about the 2013 Prevailing Storylines Study, click here. To learn more about the 2012 Prevailing Storylines Study, please click here.

 About Greenough

Greenough builds brands through the power of storytelling and is nationally recognized for its award-winning public relations, social media and marketing programs. Since 1999 Greenough has helped companies develop and implement marketing and communication programs that drive awareness, generate conversations and deliver qualified leads. Greenough works with a wide range of clients such as Arbella Insurance, GT Advanced Technologies, Thermo Fisher Scientific and Virtusa. For more information, visit or read our blog at