Media Relations Build a compelling story arc to highlight your brand Giving away the best part of the narrative at the beginning doesn’t give people a whole lot of reason to keep reading. Use some classic storytelling techniques to guide readers along. By Zara McAlisterJune 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.