Before I led media strategy, I was on the other side of the story. I spent years in studios, newsrooms and out in the field — interviewing changemakers, producing segments and learning firsthand what makes a story not just interesting but newsworthy. 

That distinction still guides everything I do. 

Because in PR, just like in journalism, attention is earned, not given. 

At Faulhaber, we see that the strongest brand stories are built on the same foundation that drives a great newscast: clarity, connection, and the courage to say something that matters. It’s what transforms a PR agency in Toronto into a creative engine for cross-platform storytelling across North America — a fully integrated, digital PR agency that knows how to make audiences feel something, not just scroll past. 

Lead with the Lead 

In every newsroom, the lead (or lede, as some journalists call it) is sacred. It’s the one line that earns the next line.  

The same rule applies to PR. Your audience shouldn’t have to dig to find your point. Whether you’re writing a press release, an op-ed, or a LinkedIn post, start with the strongest, simplest truth. What’s new? What’s timely? Why should anyone care? 

In a world of short attention spans, precision is power. A sharp lead doesn’t just get you noticed, it creates momentum across cross-channel marketing, where every word competes for attention. 

Find the Human Element 

Data tells. People sell. 

Even the most technical story has a heartbeat, and that’s where connection happens. In journalism, that might be the person behind the policy. In PR, it’s the founder, the customer, or the moment of impact that makes your story relatable. 

The best campaigns we build at Faulhaber start here, with empathy. That’s where the story becomes more than strategy. It becomes memorable. That’s the art of PR storytelling across platforms: taking something complex and making it undeniably human. 

Ask “So What?” — Every Time 

Seriously, every time. 

In the newsroom, editors live by two words: So what? If a story doesn’t pass that test, it never sees air. 

The same goes for brand storytelling. If your pitch doesn’t explain why it matters now — to this audience, in this context — it won’t stick. 

That question keeps teams honest. It turns a list of features into a narrative of relevance. It’s how we ensure that every campaign delivers meaning, not just messaging. 

From Press Releases to Platforms 

PR used to be about output. Today, it’s about orchestration. 

One great story shouldn’t live in a single format — it should move. Across earned, owned and paid channels. Across audiences. Across moments. 

That’s exactly what Faulhaber’s PoweredPR® was built for. It’s how we turn ideas into integrated storytelling that actually works: connecting PR, social, digital, influencer and experiential under one strategy, one creative vision, and one clear message. 

Because when your story is built to travel, it builds momentum. From a broadcast hit to an influencer reel to digital content that drives measurable results, every touchpoint amplifies the next. 

That’s what true campaign synergy looks like — when every platform speaks the same language, and the story doesn’t just reach people, it resonates. 

The Takeaway 

Great storytelling isn’t an add-on. It’s the strategy. 

When PR teams think like journalists, brands stop chasing coverage and start earning it. They trade buzzwords for meaning, and clicks for connection. 

That’s how you turn a press release into a headline, and a headline into impact. 

At Faulhaber, we don’t just tell stories. We shape them, share them, and make sure they resonate everywhere your audience is listening.