Public relations as an industry undervalues interviewing skills. You can find training session after training session on how to pitch a journalist and to not follow up with a “did you get my email?” Same goes for writing. Show, don’t tell. Stay away from chest-thumping adjectives like “revolutionary” and “breakthrough.” Yet, most mass communications curricula …more
Our 2019 mantra “The story is always there” points to the importance of the discovery process in business communications. Anyone can sit down with Apple’s Tim Cook after Elizabeth Warren has made her case for greater regulation of the tech industry and come away with a story that triggers clicks. It takes much …more
I’m convinced the craft of interviewing is one of the most undervalued skills in corporate storytelling. Consider PR’s version of what came first, the chicken or the egg. Would you rather enjoy an excellent relationship with a journalist, but be stuck with lame content? Or would you rather have man-bites-dog content, but no relationship with the journalist? I’ll take the …more
