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Agony uncle and University of Westminster's visiting professor of PR Trevor Morris gives it to you straight.
PR professionals are masters of storytelling on any platform - they just need to convince clients.
"I went to the Philippines, five days after Typhoon Haiyan..." World Vision comms officer speaks out
I went out to Cebu City, in the Philippines, five days after Typhoon Haiyan struck to help co-ordinate the work we needed to do with the international media.