A New Lead

Chapter and Verse: PR pros must be excellent storytellers. Today that means tailoring material for a variety of platforms and being familiar with all aspects of your company’s or client’s business. The rewards are obvious. The better a PR pro can communicate various stories, the more valuable PR becomes, with gains in visibility, responsibility and budget to follow. Below are ways to bolster your storytelling, including why video should be a growing part of your communications efforts.

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This article originally appeared in the December 15, 2014 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.