The mark of an enduring piece of content is that it's so compelling, timely and, most of all, human, that it connects on multiple levels. This story about Stephanie Case, U.N. lawyer, activist, and blogger, is one that sticks.

Case explores what she calls (Un)Familiar Territory. She's an ultra-runner who competes in races ranging from 50 to 100+ miles in some of the most remote places on earth. To put into context how extreme these courses are, The Hardrock 100 Run includes 33,000 feet of uphill climb and an equal amount of descent. It takes more than 40 hours to complete. Case has run over 35 of these ultra-endurance tests.
To do the seemingly impossible, she and others embody the ultrarunner’s mantra: relentless forward motion.
This enduring mantra applies to new and challenging circumstances of all kinds. Whether it be a race, project, or new entrepreneurial endeavor, a relentless focus on forward motion – often without anything resembling a map – requires increasing levels of perseverance and strength. Case’s full embrace of unknowns is symbolic of what it takes to thrive even in the face of less extreme challenges.

Chris Perry
Chief Digital Officer, Weber Shandwick
What We're Reading
Is Artificial Intelligence the New Artist to Watch Out For?
By Avantika Buhyan, Vogue India
Over the past couple of years, art collectives and universities around the world have showcased projects that fuse creativity and artificial intelligence. Beyond the art itself, these exhibitions help imagine the new possibilities for a man-machine hybrid creator.
How Social Media Took Us from Tahrir Square to Donald Trump
By Zeynep Tufekci, MIT Tech Review
How did digital technologies go from empowering citizens and toppling dictators to being used as tools of oppression and discord? There are several key lessons — and a challenging road ahead.
Prototyping Formats for News and Generation Z
By Tristan Ferne, Medium
News on the Internet is largely served up as 500 to 800-word articles — a legacy of newspapers. Although the digital article has been enhanced and improved, it still works on the assumption that ‘one size fits all’. But BBC’s R&D team is now solving for a different screen. Check out their prototypes.
How Slack's Content Strategy Expanded from a Single Page to a Media Company
By Herbert Liu, Medium
Slack’s content strategy grew with their business, changing from a single page in the first version of their website, to a media company by the fourth. They weren’t afraid to repeat the important things about the platform. They told human stories and invested heavily in distributing their content through their “media company” arm.
Meet the Reddit User Who Keeps Beating Powerful NBA Reporters To Scoops
By Owen Phillips, Deadspin
NBA sportswriter and scoopmaster Adrian Wojnarowski tweeted that Kevin Love had signed an extension with the Cleveland Cavaliers. As is often the case, he was the first person on Twitter to report the news. But in the wider realm of the NBA internet, his tweet was stale. In this case, and lots of others, a Redditor had the news before anyone else.
You Don't Have to React to Every Post and Text You See
By Angela Watercutter, Wired
Every tweet, every Instagram post, every snap — they all peer out from our phones like those twins in The Shining saying “come play with us.” To reject them, to not interact, feels rude. Dismissive. Liking things, boosting them, is now part of the social contract. And fear of breaking that pact has now become a burden.
Troll-fighters Tackle Fake News Ahead of the Midterms
By Sara Fischer, Axios
Americans were mostly caught flat-footed by the sophistication of state-sponsored and fringe misinformation attacks leading up to the 2016 election. Now, a variety of groups—from academics to journalists—are mobilizing to try to stay ahead of it.
The Media Tried to Game the Machines and You'll Never Guess What Happened Next
By Molly Osberg, Gizmodo
To generate attention on Facebook, Upworthy popularized the “curiosity gap” headline — one that over-promises high emotions while revealing almost nothing about a story’s content. The idea was that a person’s knee-jerk desire would compel them to click. Which they did. Then with a dramatic shift in Facebook's algorithm, Upworthy editors couldn’t get into the matrix anymore. "It was like night and day.”
Emerging Technology
Google's Newest Tool Seeks to Make Our Current News Hellscape a Little More Bearable
By Patricia Hernandez, The Verge
Tell Me Something Good is an experimental feature between Google Assistant and the Solutions Journalism Network that shares positive change happening in the world. Good news, literally. 
Deep Take
This Friday, Stand Up To Cancer
This Friday, Stand Up To Cancer will produce its 10th anniversary show to raise money for cancer research. This cause has personal relevance, as we (Weber Shandwick) helped generate a groundswell of support for the organization using social media in summer 2008. Ahead of its time, SU2C was founded by a group of power players dissatisfied with how cancer research donations were being applied to find breakthrough cures. They built an organization from the ground up by embracing the power of relationships, networks and social connections to personalize the impact cancer has on all of us. I wrote a piece on the genius of Stand Up To Cancer for Forbes that still has lessons for all organizations today. To check out more on the show and how you can help, visit
Copyright © 2018 Weber Shandwick

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