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Agile PR by THE TEAM AT HAVAS PR, Marian Salzman

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3.

Crafting the News: Artful Persuasion

Mapping a journey from Madison Avenue to Mars—that’s what work and life can feel like when it comes to the next generation of storytelling (and it’s how I have sometimes described my career; I feel as if I’m on another planet when I think of long ago doing business by Wangwriter and fax machine). Yet decoding what’s happening and why is crucial to crafting the news.

In the 1980s and 1990s, TV and print ads were still the centerpieces of marketing communications—marcomms, to insiders—and commanded the lion’s share of clout, budgets, and glamour. The playbook pretty much dictated pushing out creative work into paid media in the expectation or hope that enough consumers would pay attention, be influenced, ...

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