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It goes back to the brand value and the authentic storytelling. In order for PR to work,

you have to have the integrity to actually believe what you're putting out there and to live it, even if it's not perfect.

People can spot in authenticity a lot quicker nowadays. From a PR and brand perspective, genuinely stand for what you believe in as an organization, connect with your customers, engage, and being able to tell your story in the right way, and being able to be present and finding that value and

engagement with your customers through different channels. You have to keep up with the times

and shift your strategy based on what's working. Disruption is almost instantaneous these days.

How do you work with the people who don't understand their own brand value and voice?

You have to revisit your brand on a regular basis. It's important

to revisit your values, to revisit your market positioning, revisit your continuous offering,

revisit your customers. When it comes to storytelling, we're talking about what's going on,

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