Creating a winning communications campaign demands that PR professionals master an array of new skills, the most important of which is the art of digital storytelling. It’s not good enough to know how to create a Facebook fan site, drive followers on Twitter, or cobble together conversation communities on different social networks. The key to success isn’t just the technology. Success starts by learning how to master the new narrative approach that digital technology enables. Fundamental to making ‘stories that succeed’ is understanding how to apply ‘the psychology of persuasion’ to planning PR projects so that target audiences do and think what you want them to do or think. By combining the latest marketing theory with practical tips along with a video case study, the presentation will look at how tomorrow’s PR people can start thinking today about the transformative behaviors that will help them master the new media environment.