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By Brian Johnson

We live in a world where mini-computers, masquerading as phones, are at hand 24/7. They are the Swiss Army Knife of technology.

Many of us have become obsessed with this technology, believing it can offer some sort of media advantage. In certain aspects of business that could be true. And there may also be some mobility and convenience benefits when it comes to using email and social media.

But, by and large, in terms of dealing with the media, a computer – from a desktop or laptop to a smartphone – is nothing more than a shovel. You should view it as such.

No matter how many Apps or upgrades and downloads it has, the most important part is the blank screen – and what you do with it. It’s about the blank canvas and your creativity.

In short, it’s about having a story. That’s how humans have always communicated – from the caveman days around a fire to the modern online era. We remember things when they’re wrapped up in a story.

In reality, we don’t communicate with commas, full stops or paragraphs. Sure, they’re the nuts and bolts of writing we need, the means to an end. But it’s constructed stories that hold the message – and get remembered.

This advice is drawn from The Little Red Book of PR Wisdom by Brian Johnson, an award-winning journalist and leading PR practitioner.

  • Some call it public relations, some call it PR, some call it publicity. Others describe it as media relations, even marketing. It’s all about getting media coverage for the story you want to tell, and knowing how to go about it.
  • Whether you’re a PR professional, a manager, a lecturer, a student, an association, an NGO or a government agency, The Little Red Book of PR Wisdom  is your key to getting that coverage – with far more value, impact and profile than advertising alone can deliver, a fraction of the cost.