The best storytellers often begin as observers. For Catherine Llanto – M2.0 Communications’ Content Director and the office’s most caffeinated writer – it started with an insatiable curiosity about how things work. The kind that makes you peer closer 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.
Finding her way to writing
Her path began in UP’s College of Science, studying biology and pursuing medical dreams amid rigorous science coursework. 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 different from the systematic world of science, she discovered another direction.
“I wanted to take journalism or comparative literature,” she laughs. “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. Through photography, painting, creative writing, and studies in art history, psychology, and literature, she explored how different modes of expression could communicate ideas and connect diverse perspectives – much like her work in public relations today.
Using data to tell stories
Drawing from her corporate communications and editorial background, Catherine has a special appreciation for how content drives business results. Her eyes light up when discussing SEO: “‘I love that you need both engaging writing and an understanding of algorithms to create content that works across platforms.”
Catherine sees this blend of skills as essential for anyone who wants to go into content marketing or editorial work. “It’s about staying curious on both fronts – creative and analytical. Reading keeps me growing in both areas, and I love that there’s always something new to learn. I guess you could say the bookworm in me never stops exploring,” she shares.
The write mix
“Writing for PR entails bringing diverse insights together to shape the right message,” Catherine explains. “Working closely with teams, clients, and stakeholders helps us craft compelling stories.”
Telling meaningful stories that matter: (L-R) Yel Sayo (Visual Design Lead), Martin Celiz (Editorial Writer), Catherine Llanto (Content Director), Claire Misalucha (Client Success Director), and Alia Cabatuando (Strategy and Business Development Director)
She understands that each piece of writing carries its own distinct voice – a press release aims to inform and establish credibility, while a social media post strives to engage and spark conversation. When it comes to finding that perfect tone, she turns to team brainstorming sessions. These collaborative meetings serve as an antidote for overthinking, creating a space where ideas can flow freely and the strongest concepts naturally emerge.
“Creative energy is amazing,” she says, “but at some point, we also need to ask the real questions: Can we actually make this happen? What’s it going to take to get it done?” This practical streak extends to how she approaches new tools like AI. “There are always more stories to tell than hours in the day,” she says with a smile. “AI helps us stay sharp and keep the ideas flowing.”
Stories worth telling
Catherine lives for those lightbulb moments when complex ideas click into place through storytelling. Whether she’s writing about electric vehicles, sustainable banking, or the future of consumer goods, she digs deep to find the human story at the heart of each project.
“What gets me excited,” she says, “is seeing how good communication can spark real change. Take sustainable finance — when banks help companies transition to more sustainable operations, and we tell that story well, it creates real impact. It inspires other businesses to reimagine their future, and that ripples out to touch people’s everyday lives. That’s the kind of storytelling that keeps me going.”
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.
