I began as a fiction writer and then moved into journalism. From there I found my way to PR. It wasn’t a career path I was thinking of taking, it more or less was a process that evolved. But, whether I’m writing fiction, journalism or for public relations campaigns, the basic tenants remain the same. It all comes down to a good, compelling story. You need to develop a strong story with a compelling narrative, but you also need to know when to pitch it and who to pitch it to. In other words you need to know your audience.