Brian Johnson, author of The Little Red Book of PR Wisdom, says that our phones are the Swiss Army Knife of technology.
"We live in a world where mini-computers, masquerading as phones, are at hand 24/7," Brian says.
"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."
Brian says that 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," Brian says. "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.
The Little Red Book of PR Wisdom
The Little Red Book of PR Wisdom is set to become the essential touchstone for media professionals, students and PR novices alike. Its insight into print, electronic and social media reveals the keys to success in the ultra-competitive world of publicity.
With feedback from seasoned media operators, classic case studies, real world samples, examples, Golden Rules and Top Tips, The Little Red Book of PR Wisdom is the essential guide to decoding the media – and using it effectively.
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