The goal of public relations, and even sales and marketing is to sell a point of view that is compelling to people. When it comes to reverse engineering PR we start with what the public would find compelling or do you starts with facts and find a spin for it? Why do we have to take that approach? What is the magic ingredient that guarantees the success of this process? On this episode, PR expert Carolyn Barth, talks about how constraints can help us be more creative, how to find the right big idea that will drive an entire content strategy, and the work she did with the NFL concussion story.