Good PR Starts With Storytelling

Ron Watermon • July 8, 2022

Video Storytelling in Public Relations

St. Louis, MO - July 8, 2022 - Today's post is directed to PR professionals. I know how difficult you job is representing your clients because I've been in the profession for over thirty years.

I tell people I'm a recovering PR guy. I've had career ADD. I'm a lawyer. A PR guy. A video guy. A civic nerd who worked in politics early in his career. You name it, I've probably done it.

Before founding STORYSMART, I was the chief Communications Officer for the St. Louis Cardinals. My title was Vice President of Communications and I oversaw I department I helped build that was focused on connecting with our "publics".

When I was tasked with building our business PR, I wrestled with what was the best use of my time. Media relations? Social media?

The Cardinals differentiated between baseball communications and everything else (business). They had outsourced their business PR to Fleishman Hillard, a company I had worked for prior to coming to work for the Cardinals. I think they are the best in the business.

Anyway, the long story short is that the modern PR professionals job is more more challenging today than ever before as more media is created by the masses than mass media. Social media and the internet have changed everything.

While the infrastructure in PR is built around media relations (i.e. earned media), the reality is the paid media and owned media are of growing importance. I am huge fan of owned media. Owning your story and your narrative.

Those in PR have talked about owning their narrative forever. Same goes with politics.

FH was great at the media relations side of the business, from writing press releases to doing media pitches to media training clients. All important stuff.

But what is more relevant today than ever before is owning your story. Literally.

If you get a great story in your local paper, you won't be able to easily share it with people on line because of media pay walls. There is nothing more frustrating to me than when I click a link to a story someone shared and I can't open it without giving up my credit card, answering questions about what kind of underwear I wear or logging into my account.

PR folks should first invest in telling their clients story using video. It is more accessible than ever.

Before pitching that story, share it yourself on your website. Then pitch it. If you go on TV to tell your story with a morning show segment, then you can drive people to your website to learn more.

Own your story. Literally.

I'm a big fan our journalists and journalism. They take the complex and explain it through a simple story. Hire a journalist to do that for you with video. Then share it. Most PR companies are filled with print journalists. Good writers who have relationships with the folks on the media side.

Go the next step and hire a TV reporter to tell your story. It is a smart way to go about helping your client. Good PR starts with storytelling.

About STORYSMART

You have a story to tell, but don't have the time or resources to do it yourself. Not only is it hard to find someone who can help you tell your story, but it's also expensive. And once you find them, you're not even sure if they'll be able to stay true to your brand and values.

STORYSMART is different.

STORYSMART is a nationwide premium video and motion picture storytelling service that empowers individuals, families, celebrities, small businesses and other organizations to have their stories told professionally while still retaining their intellectual property rights.

STORYSMART provides experienced video storytellers who follow our proprietary high-integrity brand journalism method. Our transparently priced premium service guarantees that you get an authentic, high-quality story you own the intellectual property rights on forever.

You deserve to have your story told in an amazing way that you own. Learn more about STORYSMART at getstorysmart.com.


STORYSMART Premium Video Storytelling Services

STORYSMART provides experienced television reporters and journalist filmmakers to tell our clients stories professionally and memorably following a high-integrity proprietary STORYSMART system.

STORYSMART offers a variety of transparently priced services designed to ensure that each client gets an amazing high-quality video or motion picture story they own the intellectual property rights on forever.

The following are services that STORYSMART provides.

Video Storytelling To Grow Your Business

Google’s search engine rewards businesses that share videos through their website. According to Forbes, a business is 53 times more likely to have a front page search result for their website if they include a video. This is just one reason why STORYSMART helps businesses, as well as non-profit organizations and other brands generate organic traffic to their website by consistently posting high-quality video stories through turnkey professional storytelling services.

STORYSMART premium storytelling services are pay-as-you-go to empower organizations to integrate our services into their ongoing marketing and communications budget.

STORYSMART offers two cost-certain premium storytelling services to businesses.

·Premium Video Story – a one person band, independent filmmaker or multimedia journalist using broadcast quality ENG equipment conducts up to four interviews on location to prepare a broadcast quality video story on a topic of the clients choosing to produce a 2 ½ to 5 minute story and a 350+ word blog post. For a modest upcharge, the client can purchase the “Full Service Five Pack” that includes an additional four professionally produced video stories for social media, as well as the raw footage rights

·4K Supreme Video Story – clients are able to level up their video storytelling to a similar 4K production standards set by streaming services like Netflix. A two-person crew of experienced journalists or filmmakers uses cinema-quality 4K equipment to produce a beautiful video story. Our base price includes up to four interviews on location to produce a 3 to 6 minute 4K cinema quality story, along with a 350+ blog post. For a modest upcharge, the client can purchase the “Full Service Five Pack” that includes an additional four professionally produced video stories for social media, as well as the raw footage rights


Video Storytelling for Families & Individuals

STORYSMART helps families and individuals share their stories in a professional, high-quality way so they will always be remembered. We believe everyone deserves to have their story told in an amazing way. We help families share stories in a way that is often deeply personal.

Storytelling isn’t always about reaching a massive audience. Sometimes storytelling is about connecting with those closest to us. It is about holding on to memories and passing them down to future generations. Storytelling is always about being remembered.

We help those who want to mark an important milestone – capturing the history of the moment to preserve forever. It might be an anniversary, a retirement, a birth. You name it, we can help you tell that story in an amazing and emotionally compelling way.

Examples of the types of people who might engage us include:

·A career professional looking to land that next big job may want a high-quality professional video biography

·A high-school athlete looking to get a college scholarship might want a video profile to go on a landing page to reach a college recruiter

·Someone retiring after a career full of accomplishment may want to remember their incredible journey

·A grandparent who wants to share their life story with their grandchildren.

·A couple celebrating a milestone anniversary.


STORYSMART offers three cost-certain services to families and individuals:

· Premium Profile Video Story – a TV reporter or journalist filmmaker interviews up to

Family and friends honoring the loss of a loved one who recently died may want to tell their story to pass along to future generations. A TV reporter interviews up to four people at a single location (or virtually) to prepare a feature story about an individual. Our flat fee price includes the production of 2 1/2 minute -5 minute broadcast news quality video.


· Legacy Tribute Video Story – this is a broadcast news quality, fully produced and edited video running approximately 8 to 10 minutes that celebrates the life of an individual who has died by interviewing up six people at a single location of the clients choosing. The production process requires the client to share photographs and home video of the loved one being celebrated.


· My Life – My Story In My Own Words Video Story – A cinema-quality, fully produced and edited video that conveys a person’s life story in the own words with reporter narration. The cost-certain fee includes the production of a 10 to 12 minute story with professional narration, music, graphics and b-roll that includes the clients family photographs and home movies. Our reporter conducts a single interview in the home of the client to produce this beautiful memorable mini-documentary. The client is responsible for providing well organized, clearly marked family photographs and home videos before we begin the production process.

Springsteen's New Film is a Boss Lesson in Storytelling

By Ron Watermon • October 21, 2025
When Deadline first reported that Bruce Springsteen’s Deliver Me From Nowhere was headed for the screen, I expected it would be more than another typical music biopic because it was based on a book that focused on a sliver of Springsteen’s life. That “sliver” was a singular defining period of Springsteen’s life. When I wrote my book, I took note of the fact that when Hollywood came calling, they first reached out to Warren Zanes who wrote the book and not Springsteen himself. I was trying to make the point about the importance of securing storytelling source material. The real work in telling a story is that of the author. Writing a great story isn’t easy. When it happens, someone in Hollywood is bound to notice. What I didn’t fully appreciate until now is that Springsteen’s story to screen journey is a masterclass in focus — a case study in how a single defining period, a writer who truly understands his subject, and a team of champions can move a story from the page to the screen in record time. Zane’s book was published 2023. A little more than two years later, the film is being released. That is amazing in of itself, but the approach to the story told is also instructive. Most people think you need your whole life story to make a film. Springsteen — and Warren Zanes — show us you don’t. It can be a sliver. The story behind this storytelling is a Boss lesson in storytelling that help you deliver your story from nowhere. 

Friday Night Lights

By Ron Watermon • October 13, 2025
Your Clear Eyes, Full Rights, Can't Lose Playbook.  If you’ve ever watched Friday Night Lights, you know the phrase: Clear eyes, full hearts, can’t lose. It’s the mantra Coach Taylor preached to his team. But when I look at the 35-year storytelling journey of Friday Night Lights—from a reporter’s notebook to a bestselling book, then a film, a beloved series, and now talk of a reboot—I see a slightly different mantra: Clear eyes, full rights, can’t lose. Because underneath the inspirational football story is a lesson we can draw from in how one journalist’s immersive reporting became a durable, multi-platform franchise. And for me, it’s a perfect demonstration of a pathway we advocate for at STORYSMART®. It all starts with investing in good clear-eyed journalism. It is the single most important investment you can make in developing a true story. When you take control of your source material to tell a true story and develop your story properly, your story can live on for years far beyond the page. I’m a big proponent for adopting a story franchise mindset when approaching storytelling projects. That is why I tell clients to think like a studio executive by adopting a media mogul mindset. When you open your mind to that, it opens the doors of possibilities. The storytelling journey of Friday Night Lights helps illustrate what is possible, as well as offer other lessons on what to do and not do in designing your own professional storytelling path. How a reporter’s notebook became a franchise In 1990, journalist Buzz Bissinger published Friday Night Lights: A Town, a Team, and a Dream. It wasn’t just another sports book. He moved his family to Texas to immerse himself in this story. Bissinger spent a year in Odessa, Texas, embedded with the Permian High School Panthers, capturing the obsession, pressure, and community identity that revolved around high school football. He conducted hundreds of hours of interviews and built his narrative from a deep archive of source material. Every interview he conducted is his work product, what I often refer to as copyright protected storytelling source material. Make note of that. That depth of Buzz’s reporting gave the book credibility. It also gave it power as intellectual property. It was a fantastic book that was a hit.

Media Lens: NCAA NIL Guidance & Storytelling

By Ron Watermon • October 3, 2025
The NCAA just approved new guidance on NIL (Name, Image, and Likeness) deals — and while the headlines mostly talk about money, what’s really at stake here is storytelling. Starting this past August, athletes have had to disclose NIL agreements over $600. Schools will help monitor and even facilitate opportunities, and standardized contracts are being promoted to protect athletes. Meanwhile, new rules for collectives are meant to stop disguised pay-for-play deals while still allowing legitimate business arrangements. ( Full NCAA release here )​ On the surface, this might sound like dry compliance policy. But here’s the STORYSMART® takeaway: Transparency is power. The clearer your contracts and disclosures, the harder it is for someone else to hijack your story or exploit your image. Standardization levels the playing field. Whether you’re a star quarterback or a swimmer at a smaller program, having clear terms makes it easier to protect your rights. Your story is the real asset. NIL isn’t just about a jersey deal or an autograph session. It’s about controlling your narrative — the way your life, your legacy, and your values are presented to the world. ​ This guidance is another reminder that athletes — like families, public figures, and estates — need to see their story as intellectual property. The athletes who win aren’t just the ones who score on the field; they’re the ones who invest in how their story is told off the field. ​ STORYSMART® Rule of Thumb: Don’t just cash a check. Build a story that grows in value over time.

What is The STORYSMART® Way?

By Ron Watermon • October 1, 2025
At it's heart, STORYSMART® is about democratizing access to elite-level professional storytelling. Storytelling has been controlled by gatekeepers for far too long.

What "The Studio" Gets Right (and Wrong) About Storytelling

By Ron Watermon • September 24, 2025
The Studio offers a behind-the-scenes look at the chaos of Hollywood, but there are lessons about what the industry gets right & wrong about storytelling.

Goodnight, John-Boy: Lessons in Family Storytelling from The Waltons

By Ron Watermon • September 14, 2025
Storytelling for ALL™ LinkedIn Newsletter Vol. 3

Be Like Mike: Own Your Story Like a Champion

By Ron Watermon • September 14, 2025
Storytelling for ALL™ LinkedIn Newsletter Vol. 2

Forget AI - the Two Letters That Matter Most to Your Story Are IP!

By Ron Watermon • September 14, 2025
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Why I Wrote STORYSMART® Storytelling for ALL

By Ron Watermon • July 21, 2025
July 22, 2025, St. Louis, MO - There’s a line in Jerry Maguire that has always stuck with me. Young Ray asks his mom, “What’s wrong, Mom?” And she replies: “ First class is what’s wrong, honey. It used to be a better meal. Now it’s a better life. ” That line hits hard. Because access—access to opportunity, tools, and professionals—changes everything. And when it comes to storytelling, access has long been unequal. For decades, only a small group of insiders had the power to tell stories at the highest level. If you weren’t already in Hollywood or publishing, your story stayed in coach—often ignored, misrepresented, or lost. I wrote STORYSMART® Storytelling for ALL to change that. This book is a roadmap. It’s designed to give you—whether you’re a public figure, entrepreneur, athlete, or someone with a life story worth telling—the same tools used by insiders. The same strategies that power studios, presidents, billion-dollar production companies, and bestselling memoirs. It’s also deeply personal. I’ve seen too many remarkable true stories disappear because people didn’t know how to protect them—or worse, were taken advantage of. I’ve felt like an outsider myself. And I know what it means to want your story told right. That’s why I developed the STORYSMART® Framework. To empower people with meaningful stories to protect their rights, preserve their vision, and share it with the world—on their own terms. I’m making the Author’s Note from the book available as a free PDF download as part of this post. And if you’ve got 90 seconds, I invite you to watch the short video message from me below. This is your story. Let’s tell it the right way. About The Book In a world hungry for authentic narratives, STORYSMART® Storytelling for ALL™ : How to Take Control, Own Your True Story and Profit Like a Hollywood Insider delivers a rare insider’s guide to turning a true story into a cultural and financial asset while maintaining control. Designed for public figures, entrepreneurs, and individuals with powerful life stories, the book introduces the STORYSMART® Way, a step-by-step framework to organize, preserve, and professionally develop your story for books, film, and television. The book pulls back the curtain on how stories move through publishing, Hollywood, and streaming—and empowers readers to navigate the process like seasoned insiders. Topics include copyright and licensing, collaborating with elite-level professional filmmakers and ghostwriters, developing a pitch-ready treatment, and monetizing true stories through publishing, streaming, and merchandising. STORYSMART Storytelling for ALL is available currently as both a paperback and e-book. It will be available soon be in hardcover and audiobook formats. About the Author Ron Watermon is the founder of STORYSMART®, a cinematic storytelling consulting service and story development film studio. A lawyer, filmmaker, and Emmy-nominated television producer and writer, Ron’s led strategic communications for an MLB team, advised high-profile clients, and has produced both film and television productions. Ron lives in St. Louis with his family. Learn more about Ron at storysmart.net and ronwatermon.com #STORYSMART #StorytellingForAll #NewBook #MediaRights #TrueStories #BookLaunch

STORYSMART® Film Receives Major Grant Support from St. Louis Film Project

By Ron Watermon • April 24, 2025
We are honored to share some big news. Our documentary, A Steak Guerrilla in St. Louis: The Dr. Arturo Taca Story, has been selected as one of five projects to receive funding from the St. Louis Film Project , a collaboration between the Regional Arts Commission (RAC) of St. Louis and Continuity . This recognition comes from a highly competitive pool of 115 applicants. The grant—up to $100,000—represents a decisive vote of confidence in our story and our approach to telling it. It also offers meaningful momentum as we enter the next phase of production. Most importantly, it reinforces what we believe: Dr. Arturo Taca’s story matters and deserves to be told. A Story Rooted in St. Louis — and Felt Across the World “A Steak Guerrilla in St. Louis” is a documentary rooted in the unlikely convergence of midwestern Americana and Filipino resistance. It follows the story of Dr. Arturo M. Taca, a Filipino surgeon and political exile who made St. Louis his home while taking a stand against Ferdinand Marcos's brutal dictatorship. Before terms like “fake news” and “disinformation” became common in American discourse, Dr. Taca uncovered the truth behind the Philippine president's fraudulent war record. That investigation began here—in dusty archives just outside of St. Louis—and set off a chain of events that toppled a brutal dictator. Our film uses a hybrid storytelling format, combining animated reenactments, interviews, and archival research to tell this story in an emotionally resonant and visually striking way. The Grant That Helps Make It Possible The St. Louis Film Project grant, funded through RAC and administered by Continuity, is part of an initiative to uplift the film community in St. Louis. RAC’s press release states that the fund was created to “support local filmmakers and organizations to tell stories rooted in St. Louis.” The evaluation process was rigorous. “Choosing five projects from over 100 submissions was no easy feat," said Vanessa Cooksey, President of RAC. "The talent and stories presented were incredible.” That’s why being one of the five chosen is more than just a financial boost—it affirms this story’s value and connection to our community. It means much to us, and we don’t take it lightly. A Delayed Start But a Firm Deadline While the grant announcement arrived months later than initially expected, we’ve been working behind the scenes to be ready to go once we receive funding. With this grant officially in place, we’re full steam ahead. The grant contractually obligates us to deliver the completed film by January 2026. That’s a fast turnaround in documentary filmmaking, especially for a story with historical depth, international relevance, and a visual style that blends live action with animation. That means every day counts. While the grant covers significant production costs, it also comes with essential parameters: 75% of funds must be spent within the City of St. Louis. We’re proud of that requirement—it aligns with our belief in investing locally and elevating regional talent. But it also means we must be innovative, strategic, and resourceful with every dollar we spend. We have our entire team in place, minus one critical position. We need a gifted DP to join our elite team. We are eager to work with a tremendous city-based production company or cinematographer who calls St. Louis home. If you know a great cinematographer who would like to join us, please have them email me at ron@storysmart.net. Why We’re Still Seeking Donor Support Even with the RAC grant, bringing this film to life in the way it deserves will take more. Animation, archival licensing, original score composition, color grading, distribution planning—it all adds up. And some of this can't be sourced in a way that fits grant guidelines. And because of the ambitious deadline, we’ll need to scale quickly without cutting corners. That’s where you come in. We’re seeking additional donor support to help us: Expand our animation sequences and visual storytelling capacity. Secure the rights to key archival materials that deepen the film’s historical accuracy. Shoot at least a couple of interviews with key individuals who live outside our region, including the Philippines. Invest in editorial and post-production tools that allow us to move efficiently without sacrificing quality. Ensure the finished film reaches the broadest possible audience, from film festivals to classrooms to international broadcast platforms. Your contribution—no matter the size—helps ensure that Dr. Taca’s story is told with the care, accuracy, and cinematic impact it deserves. If you believe in the power of truth-telling… if you value stories that connect communities and illuminate buried history… we hope you’ll consider becoming a supporter. Click here to donate Learn more about our film at steakguerrilla.com A Final Word: Why This Story Matters Now We often think history is distant, locked away in textbooks or museums. But A Steak Guerrilla in St. Louis reminds us that history is constantly being rediscovered—sometimes in our backyard. It’s a reminder that exile doesn’t silence the truth, that one person in one city can stand up to a dictator and change the course of a narrative written in lies, and that the work of defending democracy happens quietly, persistently, and often without recognition. Now, it’s time to give that recognition. With this grant—and with your support—we’re going to finish the film. And when we do, we’ll bring a hidden chapter of St. Louis history that reverberates far beyond our city limits. Thank you for sharing this journey with us, and a special thanks to each member of our talented filmmaking team. I'm grateful for your willingness to work to bring this story to the screen, your patience through this process, and your unselfish (uncompensated) work to make it happen. I have no doubt it will all be worth it! --Ron Watermon, Executive Producer & Director, A Steak Guerrilla in St. Louis: The Dr. Arturo M. Taca Story
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