Last week, Weber Shandwick introduced a new “storytelling system” that will act as a framework for distributing content in the appropriate format to the right destinations. “Content Fusion” comes with its own website, white paper, and video to explain the method behind the madness.

It’s not just Weber that’s focused on the art of telling a good story. Lots of PR pros tell PRNewser that having a good story to tell and telling it well are a big part of their job.

We askedĀ David Krejci, EVP of digital communications atĀ Weber Shandwick, three questions via email about Content Fusion and the elements of a good story.

Check out the Q&A after the jump.

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