For challenger brands, a PR strategy that takes a small budget a long way could be the difference between a flash in the pan, and an underdog story to admire.Bringing her passion for sharing others’ stories with creativity and emotive messaging, CommsCo’s Founder Ilona Hitel is this week’s guest on the Extrology podcast.We share how tech innovations are shifting the PR landscape, uncover her remarkable family roots, and touch on the perfect time to differentiate yourself.Lee and Ilona discuss:Growing up with her father’s close experience with conflictBeing atop the Berlin Wall when it came downHow to differentiate in recessions and crisesThe challenge of evidencing creativityChatGPT’s impact on the PR industryExtrology is sponsored by Progresso Talent Partners who for more than 25 years have successfully delivered interim and permanent leadership talent to transform businesses and to hire the talent you need to enable your business to thrive: https://www.progressotalent.com/Send us a textGet in touch: lee@extrology.comExtrology: https://www.extrology.com/ https://www.instagram.com/extrologypodcast/ https://www.tiktok.com/@extrology https://substack.com/@extrology https://www.youtube.com/@extrology Lee Cooper: https://www.linkedin.com/in/leecooperrecruiter/