The punch of storytelling with a powerful form of communication is apparent. It seems that in order to gain positive value through storytelling, image makers rely on three major channels: marketing, word of mouth and public relations.
Public Relations of these three -is the focal point. PR domain is one of the longstanding tool through which mass audience is captured to believe in pivotal issues. Thus it is formidable, that business PR professionals play a vital 'gatekeeper' role in creating and promoting any company’s or clients’ image.
The ideals in this profession are greatly of high standard. If a PR professional is tarnishing the image instead of building it, then the PR professional is of no use. Public Relation in itself means creating positive image of the client and highlighting its optimistic feature to the public. The emotional chord of the company is adjoined with this part. PR professionals are positive image makers as they impartially balance in the choice and use of sources that forecast different point of views, and neutrality in the presentation of notes, news and press releases for their specific client in front of the mass audience.
To manage the positive image PR professionals separate facts from opinion, so that to avoid the value of judgment. They don't just capture the reality but clarify it with instance, as audience believe on facts. PR professionals as image makers have to stand out as compared to their opponents in promoting their brand.
If the PR professional works against the client's perspective, then the image won't ever be created and instead of forming a positive image they will end up breaking the image. PR professionals have to be very keen eyed in respect to rejecting and interpreting the material that is being provided to them from the client's part.
Attaining media coverage for the stories strictly lies on the PR professional’s ability to influence journalists and produce stories that are appealing to them; in respect to which they shall cater the target audience. Hence, PR professionals are the gatekeepers that take care of the positive image formation.