How a Background in Journalism Led to PR Success for Laurel Case

“I think one of the biggest misconceptions is that PR only means press release, but that is definitely not all we do,” says Laurel Case, Director of Corporate Communications at TaleSplash. 

PR is so much more, Laurel emphasizes. It starts with good storytelling and then figuring out the best channels for telling the stories. This can be a press release, but it could also be a blog post or a podcast.

From a young age, Laurel was immersed in the art of storytelling. Her father, a newspaper reporter for over sixty years, wrote a column featuring human-interest stories about everyday people.

“That’s why I went into journalism,” Laurel says. “Asking people questions, writing stories. I love that part of storytelling and pulling the stories out of people that they didn’t even know were in them.”

Bridging Journalism and PR 

At Ithaca College in Upstate New York, Laurel took an interest in exploring a career in broadcast journalism, landing internships at TV and radio stations. While she loved the field, she soon faced the stark reality of the competitive industry. 

Around this time, she launched her PR career as a novice, joining the Buffalo Philharmonic Orchestra’s marketing department. There, she learned the fundamentals of PR on the job and quickly realized the role combined much of what she had studied in journalism with the inner workings of the media landscape.

“Having that insider knowledge of how a newsroom operates and what journalists need to write a good story has really helped me throughout my career in PR,” Laurel says. “ I love the opportunity to really get to know a company and their industry, and understand it in a way that you can do some great storytelling for the media.”

At TaleSplash, Laurel marries her creative, journalistic mindset with her extensive experience with clients.  These qualities have proven to be an asset for TaleSplash’s clients, enabling her to strategically pitch stories to journalists. 

“One of the things that we really focus on at TaleSplash is telling stories that relate to what journalists are already writing about,” Laurel says. “A key thing for me is making sure I’m optimizing [journalists’ time] and giving them something of value.”

Why Storytelling Matters for Founders

One of the most critical points in a start-up founder’s journey is the initial contact between themselves and their audience. Founder stories have the power to create emotional connections between audiences and their favorite brands. 

“One of the fun things about the clients we work with at TaleSplash is where we entered their lives,” Laurel says. “It is a somewhat vulnerable moment for founders to launch a company or product–something that they worked tirelessly to create–with the world. We take that very seriously and work closely with them to collectively determine the best way to tell their story and then share it with the media in a way that’s going to grab their attention.”

Whether it's funding news or expert insights, a compelling narrative is what sets apart founders who build genuine relationships with their audience from those who do not. That’s why fifty-five percent of people say they are more likely to buy from a brand after reading a compelling story. 

Strategic storytelling is a vital tool in Laurel’s PR approach, ensuring clients' narratives align with what journalists are already writing about.

“My background definitely stems from that storytelling piece,” Laurel says. “Asking a lot of questions, trying to get a new client’s story, their key points, and then figuring out the best angle for the media and matching that with the strongest opportunities.”

On Air: The Podcast Boom

Identifying the right media channels is a crucial step in strategic PR. Laurel guides clients through this process, helping them understand how journalists incorporate expert commentary into timely conversations to maximize impact.

One powerful avenue for expert commentary is podcasts, a rapidly growing market that offers valuable opportunities for thought leadership and brand visibility.

“Podcasts are a great opportunity for clients to tell their stories,” Laurel says. “Unlike traditional news articles, where wordcount can put limitations on a story, podcasts are conversations that allow for deeper conversations and insights.”

The surge in podcast popularity is reflected in the numbers: thirty-four percent of Americans listen to an average of 8.3 podcast episodes per week, while 23% spend more than 10 hours listening each week. 

Building Trust With the Media

Building trust with the media is a long-term game. Laurel emphasizes that journalists aren’t just looking for a sales pitch; they want to verify that a source is trustworthy before including them in their stories.

For first-time founders, developing a strong online thought leadership presence is a critical first step, one that sixty percent of buyers say helps establish credibility.

“Coverage can’t always be specific to the company or the product that they're looking to promote,” Laurel says. “Thought leadership is an opportunity to speak and show your expertise in an industry on a certain topic that only enhances your credibility for your company and your product.”

With journalists working under tight deadlines, Laurel leverages TaleSplash’s AI-powered tech stack to connect clients with journalists who are seeking expert sources. At the same time, she taps into storytelling to craft powerful PR campaigns, blending technology and creativity to continuously refine her skills.

“What I love about PR is that I am always learning. I need to stay curious and knowledgeable about the amazing things my clients are doing, while always staying in-the-know about trending topics in the news,” Laurel says. “I love that aspect of having to stay on top of everything. It forces me to continue learning, growing, and understanding.”

You can connect with Laurel on LinkedIn to learn more about her story.