Speaking digitally

Agony uncle and University of Westminster's visiting professor of PR Trevor Morris gives it to you straight.

Trevor Morris: PRWeek's agony uncle
Trevor Morris: PRWeek's agony uncle

I’ve accepted an invitation to speak on a panel about digital PR, but I don’t really have any particular insight or knowledge. What should I say?

Say slowly and with emphasis on the adjectives: "We need to curate creative content for integrated digital communication platforms." If the audience is now begging for more, try: "The second generation of social media can deliver business transformation through a collaborative strategic framework. And by analysing data in real time you can change audience engagement and disrupt the market."

No, me neither, but it sounds good… or at least the people who say this sort of thing think so.

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