Storytelling is a core competency of public relations, but few people know how to actually construct a good story. Rob Biesenbach shares the key elements you need — plus the one extra ingredient that makes a good story great.

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What Hemingway said PR writers should heed

Hyperbolic adjectives undermine good writing. To craft simple, direct and believable narratives, Don Bates, APR, Fellow PRSA says practitioners must cut out fatuous adjectives and master Ernest Hemingway’s crystal-clear writing style.

Measurement lessons from Best Buy

David B. Rockland, Ph.D., examines how Best Buy overhauled their communications program and applied measurement and analysis to drive and reinvigorate their business in this month’s installment of “Ask Doc Rock.”


In this month’s “Profiles in PR,” Renee Kopkowski, vice president of corporate affairs for Mars Chocolate North America, discusses the importance of professional development, her department’s relationship to the C-suite — and, of course, her favorite chocolate.

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