It’s not every day you can hang out with George Clooney in the pressroom. But for Leslie Unger, director of communications for the Academy Awards, it’s just part of the job. It’s not all glamour — strategic planning is required before, during and after the event. Unger spoke to Tactics in the hectic days leading up to the awards ceremony. Here, she discusses social media, protecting your brand and the cultural importance of the Oscars.

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Good writing a matter of know-how and instinct

Recognizing good writing often comes down to instinct; when copy sounds off or loses your reader’s attention, you know something is wrong. The following tips can help you hone your technique so you will be ready when inspiration strikes.

Pitching digital-savvy audiences

Media and digital communication opportunities don’t last long – if you’re not prepared, you’ll miss your chance before even hitting refresh. Communicators must be able to respond in real time, every time. Here, Ryan Zuk offers tips to ensure you’ll be ready at a moment’s notice.

After honing his communications skills while working at the White House, the U.S. Senate and The Coca-Cola Company, strategist and speechwriter Pete Weissman launched his own firm, where he currently provides speechwriting and executive thought leadership training. For this month’s Profiles in PR, he shares speechwriting advice, common mistakes he sees and how to craft a winning address.

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  • Talk About It: Reaching your audience with conversational language
    It’s time to talk. Effective communicators must become more simple and direct. Read on for Alan Pell Crawford’s tips on how to make sure your messages are clear, concise and credible.
  • Watch Your Language: Common usage isn’t always correct
    Writer Gregory Lagana lists 10 misused and misunderstood words and explains why common usage isn’t always correct usage. These terms are victims of a culture in which metaphor and symbolism are often passed on through images and sound rather than through reading. Communications professionals should be aware of these so that they can keep them out of their clients’ mouths.
  • Think Before the Speech: Mastering Details of Success
    Preparing for your client’s speech requires both a strategic, comprehensive understanding of the factors involved and careful attention to detail. Here, Sal Ivone shares tips on how you can maximize opportunities and influence audiences.
  • Freedom of Expression: The Power and Peril of Metaphor
    Metaphors can be powerful tools to create insightful, vivid images for your reader. But they can also become confusing, clumsy detractors when used incorrectly. Here, Dave Junker, Ph.D. discusses how to cultivate their skillful and effective metaphors that make an impact.
  • Not So Scary: Simplifying the Ghostwriting Process
    The ghostwriting process is widely practiced and widely understood within public relations. Here, Tim O’Brien, APR discusses how you can work with your client to develop a project with the right message and voice when you’re writing behind the scenes.
  • Tips and Insight from Tactic’s Writing Issue

Writing with Wylie

Ask the Professional

  • The Power of Positive Writing
    It’s not always what you say, it’s how you say it. In this month’s Ask the Professional column, Ann Willets discusses how to effectively use positive language to create an honest and message — whether you have good or bad news to share.

PRSA Perspectives

Diversity Dimensions

  • A Salute to Public Relations’ African-American Pioneers
    In celebration of Black History Month, PRSA has invited prominent black leaders in the public relations profession to offer their views on race and public relations and their ideas for achieving greater racial and ethnic diversity in the industry.

On the Case with...

  • James Donnelly
    Each month, as part of “The Business Case for Public Relations,” PRSA asks an industry leader to reflect on his or her career and make a “business case” for public relations.