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T Mosley

Great article. I think you hit some very important points.


This is a very helpful article. I'm a PR student and I'm writing a foux social media strategy for a juice company with a great story. This article helped me realize that telling their story would a perfect jumping off point for my campaign. Thanks!

Bill Sledzik

Thanks for writing my lecture for next Tuesday, Kevin. That's great advice you offer, but your introductory comment is telling. "At more than 800 words, it’s (your story) considered blasphemously long for a blog post."

Sad, but true. The decreasing attention span of our audiences makes meaningful storytelling challenging and, at times, impossible. Some complex issues simply won't fit in a 300-word post or a 140-character tweet. So we elect a president based on 30-second TV spots and even shorter sound bites. It becomes our job to "dumb it down."

Write all the 800-word posts you like. I'll read them. They're a welcome departure from those infernal "media snacks."

Kevin Dugan

Thanks everyone. Bill, I will not stop a post from being this long, but I will admit I've had fewer in the recent past and I have seen traffic improve when I am offering snacks. And feel free to steal for your class.

Amanda Chapel

Absolutely. Now how do we beat that into the dime-a-dozen literal-minded blogger-nincompoops that compose the majority of the PR bloggerati? A baseball bat I suppose.

- Amanda


Hi Kevin, I wasn't sure whether you knew Aristotle - sounds like you do, but if not: I thought you might appreciate that he completely agrees with you:

5. Plot: basic concepts

[7] These principles being established, let us now discuss the proper structure of the plot, since this is the first and most important thing in tragedy.

5.1 Completeness: Now, according to our definition tragedy is an imitation of an action that is complete, and whole, and of a certain magnitude; for there may be a whole that is wanting in magnitude. A whole is that which has a beginning, a middle, and an end. A beginning is that which does not itself follow anything by causal necessity, but after which something naturally is or comes to be. An end, on the contrary, is that which itself naturally follows some other thing, either by necessity, or as a rule, but has nothing following it. A middle is that which follows something as some other thing follows it. A well constructed plot, therefore, must neither begin nor end at haphazard, but conform to these principles.


Rick Liebling


Great stuff. I'm a big believer in storytelling as well, and think it can be taken a step further with what I call at Deeply Immersive Narrative Universe. More on that here: http://eyecube.wordpress.com/dinu/

Will be adding you to my blogroll shortly.

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