From the media’s perspective, every story has a face. It could be a celebrity, a CEO, a trusted expert, a government official, a dignitary, an author, a beneficiary, and even a victim, Even a PR rookie knows that “Who” is the first word in the 5 Ws (Who, What, Where, When and Why). Finding the right “Who” is what an agency needs to address first and foremost and what separates a good agency from a great agency. Who will tell the story? Who can we offer for the interview? Who can best address the client message points? Who will best attract the media? Before embarking on any communications campaign, first attach the right face to it.