The best storytellers often begin as observers. For Catherine Llanto – M2.0 Communications’ Content Director, head editor, and the office’s most caffeinated writer – it started with an insatiable curiosity about how things work. The kind that makes you peer closer, ask deeper questions, and search for patterns in the seemingly random. That drive to understand the ‘why’ and ‘how’ has paved the way for content that makes people pause, think, and connect.
Curiosity takes an unexpected turn
She began at the UP College of Science as a Biology student, where dreams of becoming a doctor meant days filled with taxonomy lessons, chemistry equations, and physics formulas. But writing had always been her quiet companion – from an early interest in journalism to that pivotal Humanities class that opened new doors. As she immersed herself in stories and perspectives different from the systematic world of science, she discovered another direction.
“I actually wanted to take journalism or literature,” she recalls with a laugh. “I should’ve listened to that inner voice back then.”
Eventually, that early pull toward writing came full circle. She shifted to Art Studies where she could explore her creative side, from photography and painting to creative writing. Here, alongside art history, literature, and psychology, she discovered how expression could illuminate ideas and bridge worlds through different forms of messaging – much like her work in PR today.
Using data to tell stories
Through corporate communications and editorial work, Catherine sees how content evolves. Her eyes light up as she talks about SEO: “I love that you need both good writing and an understanding of algorithms to create content that works across platforms.”
“Your creative side needs to keep running, but you also have to stay sharp with the analytics. I’m always reading up on whatever catches my interest – I guess you could say the bookworm in me never stops exploring,” she explains.
The write mix
“Writing for PR brings different minds together,” Catherine explains. “You get insights from account managers, business development specialists, media relations experts, and most importantly, your client and their stakeholders. Together, we shape the story.”
She values the unique perspective each writer brings to the table. “A novelist writes differently from an SEO writer, just as a sports journalist’s style differs from business reporting,” she notes.
“Different outputs need different voices.” Their brainstorming sessions thrive on this diversity, though she keeps the team grounded: “When ideas get too wild, we have to ask: Can this be executed? Does it work operationally?”
Reading and solid research from the foundation of her approach. In this fast-paced environment, she’s welcomed AI into her toolkit. “Great stories keep coming, and there’s always more to tell. AI helps us stay sharp and inspired.”
Stories worth telling
“The best writing comes from truly connecting with people,” Catherine says. “Listen well, stay curious, and learn what matters to your stakeholders. That’s how you find stories worth telling.”
She crafts narratives that span tech, finance, automotive, FMCG, and other industries, finding purpose in unexpected places. “It’s exciting to be part of something meaningful. Take sustainable finance – when banks help companies become more sustainable, those stories ripple out to change lives and shape the future. That’s the kind of work I want to be part of, and I want to be there when it happens,” she shares.
Looking back, it all makes sense. For Catherine, science taught her how to look closer. Stories showed her why.
M2.0 Communications is a Public Relations Firm that specializes in business, technology, and lifestyle communication. We offer a range of PR services including corporate communications, media relations, social media marketing, influencer marketing, and video production. Learn more about our work on our case studies page.
