The Same Old Story – This Time from Inc. Magazine

Inc. is a favorite magazine of mine because I always learn something and enjoy a good read as I do so. Imagine my chagrin when editor Jane Berentson took the PR profession to task with yet another trip to the woodshed for irrelevant pitches and obvious email blast pitches.

When will we learn?

Ms. Berentson shares that, for her, the best story ideas “unfold in a conversation about this and that” which provides valuable insight into her approach for exploring and discovering stories that reside beyond the obvious and the expected.

Our challenge is to find a way to be a part of one of her conversations about “this and that” and in so doing, uncover a story that neither one of us knew was there.