Marketing Applying the ‘hero’s journey’ to PR stories Stories that position your customers as ‘heroes’ overcoming struggles, with your product as the ‘sidekick’ will be more memorable and shareable than any old sales pitch. By William ComcowichAug. 11, 2014 SHARE Ragan Insider Premium Content To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.