The impact of storytelling in business: turning emotions into paragraphs with Forvis Mazars' resident storyteller, Mădălina Lazăr

Hello, Mădălina, thank you for joining today’s discussion. Firstly, let’s get to know you a bit better, what’s your current role within the company, and how long have you been part of Forvis Mazars in Romania?

I’m the PR & Corporate Communication Manager at Forvis Mazars in Romania, and I’ve been part of this amazing team for 6 years now. Looking back, it feels like a whole journey rather than just a job - navigating the pandemic, overcoming challenges, and creating projects I’m truly proud of. Each step has taught me something new, both professionally and personally, and that’s why, even though it’s been only 6 years, it feels like a lifetime of experiences packed into one chapter.

What does a typical day in the life of a PR & Corporate Communication Manager look like?

A day in my life feels like telling a story from sunrise to sunset. It usually starts with scanning the news and social channels - I like to think of it as tuning into the world’s conversations before starting our own. From there, the day unfolds in many directions: drafting a press release in the morning, joining a strategy meeting by noon, and brainstorming creative campaigns with colleagues in the afternoon.

In between, there are conversations with journalists, touchpoints with leadership, and the constant task of ensuring our messages resonate with our audience. By the end of the day, I rarely feel like I’ve done the exact same thing as the day before - and that’s what keeps me motivated: every day is a new story waiting to be written.

You have been our resident storyteller for some time now, and I can’t help but wonder, when and how did this passion of yours come to the surface?

I think stories have always been part of who I am. Even as a child, I loved reading, and in primary school, I was the one who would read aloud to my classmates. Looking back, that was probably my very first audience. In high school, a Journalism course sparked something deeper: a fascination with words, narratives, and voices that could shape perspectives.

Later, in college and early work experiences, I discovered the joy of being the voice behind the story - crafting messages that resonate and connect. Since then, storytelling has become not just a passion but the way I make sense of the world and my place in it.

Let’s talk discipline in writing: how do you exercise and improve this ability, and where do you find recurrent sources of inspiration for your work?

For me, writing is like a muscle - the more you train it, the stronger it gets. I try to write something every day, even if it’s just a short note, a reflection, or a draft that never sees the light of day. Reading also plays a huge role; books, articles, and even a well-written newsletter can spark new ideas and sharpen my style.

But what inspires me the most are people. I love listening to their stories, and I also love observing them, even in silence - how they live, react, adapt. There’s storytelling in the way people carry themselves, not just in what they say. Those little details often become sparks of inspiration for my own work.

I think the secret is simple: stay curious, stay open, and pay attention - stories are all around us, waiting to be noticed.

You are a big advocate for communicating with purpose, what impact does good communication and storytelling have in life, as well as in business?

I truly believe that good communication and storytelling have the power to connect people, clarify ideas, and drive action - both in life and in business. During the pandemic, this became particularly tangible. I often thought about the impact our messaging could have on someone on the other side of the screen, reading our words after a long, difficult day filled with uncertainty.

It was essential to strike a balance: keeping communication positive and encouraging so people could find hope, but also real, so they could understand the power they had to make a difference.

In business, purposeful communication matters not only in challenging times but in good times as well. During uncertainty, a clear message, timely advice, or a bit of support can inspire confidence, guide decisions, and even help safeguard a company. In periods of stability or growth, it aligns teams, builds trust, and amplifies impact - helping people see possibilities, embrace innovation, and act with purpose.

Personal branding is an important aspect of anyone’s professional life, especially in the early stages of someone’s career. How can we use storytelling to create those authentic connections and to paint an accurate picture of ourselves?

Personal branding is all about authenticity, and storytelling is the best way to show it. Take David Popovici, for example - beyond his incredible achievements in the pool, it’s his words that truly inspire people.

Watching him race is emotional, but many of us are just as excited to hear his interviews. He speaks honestly about what he thinks, and even if he feels fear or doubt, he shares it openly. That level of transparency allows people to connect with him on a deeper level - not just as an athlete, but as someone relatable, admirable, and real.

For anyone building their personal brand, the lesson is clear: share your experiences honestly, highlight both successes and challenges, and let your personality and values come through. By genuinely telling your own story, you create connections that are memorable, authentic, and uniquely yours.

This ability to communicate, to eloquently craft a story, is often something that people associate only with talent, and are quick to give up on it if they feel inadequate or not good enough. What advice would you give them, that can contribute to unlocking their potential?

I don’t believe I was born with a writing talent. I became better because I practiced every day - whether it was a short note, an Instagram post, a Facebook story, or even a letter. The most important part is to believe in what you write.

I also wrote about things I noticed in everyday life. For example, on my way to work one morning, I saw a young boy selling flowers. I imagined his family, noticed him glancing at other boys his age wearing much nicer clothes, and gave that moment meaning through a story. When I published it, I saw how people connected with it - and that response was incredibly motivating.

My advice: pay attention to the world around you, write consistently, and trust your own perspective. Storytelling is less about innate talent and more about curiosity, practice, and the courage to share your voice.

Lastly, from our own master of words, what are some words that inspired you to believe in yourself and to keep going? They can be a quote, the words of someone dear to your heart, or something you read and stuck with you.

Ten years ago, when I started a blog and published a few articles, an anonymous comment said, “Keep going, you write really well.” Simple words, yet they planted a seed of confidence that still inspires me to keep writing, sharing, and trusting my voice.

Even if your family and friends support you, encouragement from a stranger - someone who sees your work without bias or expectation - can have a unique, lasting impact. It reminded me how much impact our words can have, and that trusting yourself is where growth begins.

Thank you, Mădălina, for your insights, your unique perspectives and for the lessons you shared so generously! To all of our readers: we hope you let yourself be inspired by Mădălina's words, taking them with you no matter at what point within your storytelling journey you might be.