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The Champion, Thursday, May 14 - 20, 2015 BUSINESS Page 17A
Deanna Cauthen says her background as a storyteller is a major asset in her public relations and marketing business. Photo by Travis Hudgons
PR pro helps businesses tell their stories
by Kathy Mitchell
Decatur resident Deanna Cau
then, who recently opened the
Pro Writer’s Studio marketing and
public relations agency, said her
principal strength as a marketing
practitioner is that she’s a story
teller.
“Every company, artist, or busi
ness entity has a story to tell. What
distinguishes them from everyone
else in their field is their story. I
have been a professional storyteller
for many years, working in schools,
at festivals and other events. I know
the power of a strong story. I feel
I’m especially well equipped to tell
people’s stories,” said Cauthen, who
has owned and operated Stories
and More, a professional storytell
ing service, for 15 years, and is the
author of Fabulous Funky Fairy
tales, an audio story song album for
children.
After years of freelance writing
for local publications and volun
teer marketing for her church and a
home schooling parent group, Cau
then decided earlier this year that
the time had come to “take it to the
next level.”
Cauthen said she’s prepared to
serve small clients and larger ones.
Although at present she’s a one-
person shop, Cauthen describes
her agency as full-service. “I can
deliver a wide range of services,
including developing a marketing
strategy, event planning and bro
chure writing. Helping a small or
new business take the next step to
ward its goals is especially exciting.
There are people who have a great
product, but they need help making
the public aware of what they do.
“Some small businesses make
the mistake of not investing enough
time and money in marketing them
selves. People tell me, ‘I sent out
a flyer, but I didn’t get much re
sponse.’ They probably don’t realize
that all of us get hundreds of emails
and sales promotions every day.
You have to keep sending the mes
sage, using a variety of media and
you have to send it in a memorable
way,” she said.
“Your message may be in front
of the potential customer’s eyes
only for a few seconds. It has to be
something he’ll remember. Every
business, no matter how good its
product, needs to make sure it’s get
ting its message out on a continuing
basis,” Cauthen continued.
Small businesses often don’t
appreciate the importance of brand
ing, according to Cauthen. “Logos
and other visuals aren’t just for big
national companies. They make a
company memorable and instantly
recognizable,” she said.
Cauthen said that in addition to
business clients, she works with
individuals such as entertainers,
politicians and athletes who want
to create a positive public image.
“Singers, comedians and others
shouldn’t-in this fast-paced world-
depend on word of mouth to be
come popular. They need a focused
campaign to make the public aware
of them.”
The public relations and market
ing business has changed dramati
cally in recent years because of the
rise of social media, Cauthen said.
“Facebook, Twitter and other social
media allow us to reach hundreds of
people instantly and at a very low
cost. There are now so many online
tools get the message to exactly who
you want to get it to-and all without
ever printing a piece of paper. It’s
so environmentally friendly,” she
added.
Another advantage of online
communication, Cauthen said, is
that it’s easy to include photos. “A
picture really is worth a thousand
words. Pictures are eye-catching
and they often communicate in
ways that people remember far bet
ter than they remember words.”
Cauthen advises those in search
of a marketing and public relations
firm to research carefully. “There
are a lot of people out there offering
these services, but you want to be
sure you’re dealing with someone
who’s competent, ethical and able
to do what you need. It’s great to
find someone who’s excited about
what you’re offering. That excite
ment will carry over into the work
the agency produces for you. Also,
you want to be sure the agency is a
good fit for you. If what you need is
beyond the scope of what an agency
can produce, you want someone
who will be honest and say so.”
Cauthen currently operates the
small business from her home. She
said it is her hope that within a few
years she will expand, have a few
employees and an office outside her
home.
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eKalb ChaTnber of Commerce • Two Decatur Town Center, 125 Clairemont Ave., Suite, Decatur, GA 30030 • 404.378.8000 • www.dekalbchamber.org
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