Why I Sold My Global PR Agency: Why the Future Lies in Integration

by James McCann:

In 2017, I set up ClearStory in a North Dublin library with €500, a second-hand laptop, and a conviction that global PR could be done differently. I’d just wrapped up my role at Web Summit, where I’d seen firsthand how startups, when given the right momentum of narrative, could change entire industries. That same belief formed the foundation of ClearStory International. 

What began as a bootstrapped agency soon became a trusted partner to more than 200 companies in over 25 countries. From fintech in Singapore to defence tech in the UK, we helped ambitious brands earn credibility and coverage that fuelled international growth without the overhead of legacy agency models. 

But in the media, as in business, timing is everything. And timing is what made this the right moment to sell and partner with someone who shares our vision of where the future is going. 

This week, ClearStory was acquired by Core Optimisation, Ireland’s fastest-growing digital agency and its an acknowledgment that the lines between PR and digital performance are not just blurring, they’re converging. 

The Evolution of PR Is Already Underway 

Today’s media landscape is fragmented, fast-moving, and fiercely competitive. Editors are stretched. Algorithms increasingly dictate visibility. Audiences are harder to reach, let alone convince. At the same time, AI is accelerating the pace of content creation, deepening the trust gap and raising the stakes for narrative authenticity. 

PR, once the guardian of message and reputation, can no longer exist in a silo. It must evolve and become measurable, integrated, and powered by technology. We’ve seen that shift happening for years. Media campaigns are now expected to drive clicks, not just coverage; awareness must be backed by attribution; and narrative must sit alongside analytics. 

The agencies that thrive in the next decade won’t be those who cling to the old playbook, they will be the ones who adapt their craft and expand their toolkit. That’s why we are combining our skills, knowledge and expertise with the digital experts at Core Optimisation. 

Why This Acquisition Makes Sense 

Core Optimisation brings performance precision to our values. Their ability to translate digital strategy into real results in the form of audience growth, lead gen, or conversion, complements our strengths in media relationships and storytelling.

Together, we’re building something bigger than PR or digital alone. We’re merging intent with influence, where storytelling meets SEO (or GEO), brand building meets bottom-line results, and narrative strategy informs omnichannel execution through careful message tracking. 

It’s not just a partnership, it’s a shared ambition and a commitment to future-proof our model. The Opportunity Ahead 

We see the potential to deliver something incredibly unique for our mutual client base. A fully integrated service for international growth. 

By combining deep media relationships with world-class digital performance expertise, we’re building a platform that helps ambitious companies scale faster and more efficiently than ever. From anywhere in the world to anywhere in the world, we will be able to ensure our clients can establish their reputation and convert it into revenue. Direct tangible results. 

With the right message, delivered through the right channels, and backed by performance data, we can help brands move further, faster, and smarter across borders. This is about turning awareness into action, bridging the gap between reputation and awareness. The next wave of international growth will belong to those who bring strategy and scale together. We’re ready.

+++

Dublin-based James McCann is founder of ClearStory International

Written by: Editor