Storytelling, the evergreen buzzword. Creating stories that are being read and shared is the hype right now. But storytelling is not new, has never gone away and is not here to stay - it has been in our DNA. This is why we don’t dig press releases. We interact with the media by understanding what stories, topics, and angles are tackled in the information arena and we shape the stories of the companies we work with like we are running a global newspaper.