Why Every Leader Must Be a Storyteller

In this episode of FranchiseU!, Dr. Kathy Gosser sits down with Lori Riddle Eberenz, Director of Global Public Relations and Storytelling for Yum! Brands, to discuss how storytelling builds brands, strengthens franchise relationships, supports business strategy and helps leaders communicate through change and crisis.   Lori shares her journey from journalism and agency work to nearly a decade with KFC and her current global role at Yum! Brands. She reflects on memorable KFC campaigns and explains that the best brand stories give people a reason to care, support the business strategy and remain authentic to the brand.   She also discusses the importance of trust and relationships in franchising, including the story of KFC franchisee Clinton Lewis, who began as a teenage cook and later became an owner.   Lori and Kathy explore how public relations has evolved as companies rely more on owned media, including social channels, corporate newsrooms, podcasts and video. Lori also shares practical lessons from crisis communications, including why organizations should respond quickly, communicate what they know and avoid waiting until every detail is available.   The conversation becomes personal as Lori reflects on surviving Stage II breast cancer. She shares how the experience changed her priorities, strengthened her focus on health and reinforced the importance of finding small moments of joy. She also explains the idea of “don’t hog your journey,” and why sharing difficult experiences can help others facing similar challenges.   The episode closes with Lori’s advice to students and young professionals: pursue internships, learn what kinds of work energize you and begin building relationships with mentors early in your career.   Topics Covered - What makes a great brand story - Storytelling as business strategy - Lori’s career at KFC and Yum! Brands - Building trust with franchisees - Modern PR and owned media - Crisis communication - Leadership and franchisee alignment - Surviving breast cancer and finding joy - “Don’t hog your journey” - Internships, mentors and career development   About Lori Riddle Eberenz   Lori Riddle Eberenz is Director of Global Public Relations and Storytelling for Yum! Brands. Over more than a decade with Yum! Brands and KFC, she has helped lead communications during periods of innovation, growth and transformation.   Previously, Lori led public relations and partnerships for KFC U.S. She is a PRWeek 40 Under 40 honoree and holds degrees from Lindsey Wilson University and the University of Missouri School of Journalism.   A breast cancer survivor, Lori is passionate about helping others find joy and share the lessons from their own journeys. She lives in Louisville with her husband, Josh, and their two daughters.   Click below to listen and subscribe to the podcast on Spotify, iTunes, or wherever you enjoy your favorite shows.   Don’t miss out on all things FranchiseU!: Website: FranchiseU! Instagram: @franchiseu\_podcast Facebook: @FranchiseU Podcast Twitter: @franchiseupod TikTok: @franchiseupod   Reach out directly to Dr. Kathy Gosser via LinkedIn.   This episode proudly brought to you by the Yum! Center for Global Franchise Excellence at the University of Louisville College of Business.