Hi, my name is Feli and I’m a working student in PR at WildKat in Berlin. Apart from that, I’m pursuing my degree in journalism at the Macromedia University here in Berlin.

Something I keep coming back to – in my journalism studies, and especially through my time working with the team at WildKat – is how much of a difference storytelling makes. Not just as a nice bonus, or a finishing touch once everything else is in place, but as something central. The thing that actually makes people care.
In journalism, storytelling has always been the anchor. Long before digital strategies and algorithm-driven content, people relied on stories to make sense of the world—conveying not only information, but emotion, identity, and collective memory. What I’m starting to see is that PR, at its best, works in a similar way. When it’s done right, it doesn’t just announce. It tells.

And that kind of connection is something my generation seems to value more and more. I suppose, when you’ve grown up surrounded by content (and I mean all the time), you develop a kind of radar for what feels real and what doesn’t. In that bubble of content, a story that re-sharpenes our imagination is more than appreciated – and eventually supported too.
At WildKat, I’ve noticed that especially in the classical music and wider arts world, there’s so much depth to draw from: personal histories, creative struggles, moments of risk, moments of joy, moments of change. And often, these aren’t loud or obvious. They don’t always shout for attention. But they’re the stories that resonate.
Working in PR while studying journalism has shown me how surprisingly close the two are linked, and how differently they can function, too. In journalism, the goal is often to find the story behind the facts. In PR, it’s about helping someone else tell their story, with care and integrity. And in both, it’s the emotional core – the why – that makes a piece land.
One thing I’ve learned is that storytelling isn’t just about creativity—it’s about paying attention to details. Why did this artist choose this particular piece to perform? What does this project represent for them, beyond the press release? What’s happening in the background that adds a layer of meaning?

Of course, format still matters. But not in the sense of needing to be on the flashiest platform or trend. It’s more about tone and approach. Classical music and art live in the details—the rehearsings, the passion behind every performance, and the people who bring it all to life. Great headlines catch attention, but the stories that really connect come from those honest, behind-the-scenes moments.
In PR, it’s about amplifying those voices, and what makes this work exciting: helping stories stick long after the curtain falls.