In this episode, we're joined by our colleague, Gideon Fireman who's a freelance copywriter, former journalist and seasoned communications manager. With an insight into Gideon's career to date, Zach and Gideon consider the ever-changing world of communications and storytelling – relating to reporting, public relations and reputation management.

We discuss the structure and flow of storytelling, with content that is designed and crafted specifically for the readers' understanding. By moving with the times and evolving alongside his craft, Gideon considers his personal shift from journalism to copywriting; recognising where, why and how his skillset applies to multiple communications roles.