Why PR pros are the best storytellers

Storytelling is about making emotional connections with readers while speaking to them in a language they can understand. PR pros excel at that.

Ragan Insider Content

Once upon a time in the world of marketing, there were three types of agency: PR agencies, direct marketing agencies and advertising agencies. Life was pretty straightforward. Marketers knew exactly where they stood. Then the digital revolution happened and agency responsibilities blurred. To complicate matters further, a new breed of agency wanted to join the party: content marketing agencies. So the story goes, but how will it end?

In the new, more competitive agency world, PR agencies are coming out on top precisely because of their natural strengths as brand storytellers. It’s the way we work. Before coming up with a story to communicate a brand’s offering, we make sure we are hitting the right notes by addressing the kinds of subject matter that will interest the target audience and hopefully get them to do something like download content or visit a website to find out more information.

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