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Original articles from Murray Dudgeon.
 
Stop screwin' up your Chi
Although I am a "new school" PR pro, I have a tendency to approach campaigns with an old-school/ethereal sentiment. That is, I build campaigns, pitches, etc around intuition. It's gotta feel right, you know? As haphazard as this methodology may seem to some, it always works. I am less about the metrics, the focus groups and the variant testing, and more about the people, their behaviors and the culture. I am all about the Chi, man. This method is not for the faint of heart. Do not get me wrong-

Creating Great Media People: A Matter of Training and Inherent Skills
The days of arming junior level media people with a basic knowledge of media math and some media kits are over. In today’s world, fragmentation of media and the evolving role of the media planner mean two things

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