3 PR lessons from ‘Rogue One: A Star Wars Story’

The recent addition to the science-fiction series follows Rebel Alliance fighters as they look to thwart Imperial forces. Here’s what communicators can glean from the battle.

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Editor’s note: This article might contain minor film spoilers.

There’s something about fighting the forces of the Dark Side that can excite even the least-nerdy film viewer.

Roughly a year after “Star Wars: The Force Awakens” debuted in theaters—setting a record for the biggest-ever worldwide film opening (worth $529 million)—LucasFilm is back with “Rogue One: A Star Wars Story.”

In between shots from Stormtroopers’ blasters and space ships jumping to light speed, here are three lessons that PR pros can take from the latest project:

1. Technology can bring you only so far.

“Star Wars” fans have fallen in love with droids such as R2-D2, C-3P0 and BB-8. Not only have the machines been indispensible to the Rebel Alliance, but they have also supplied movie lovers with welcome humor and snappy one-liners.

In “Rogue One,” a re-programed Imperial droid called K-2SO is a valued wingman to the film’s rebel fighters. However, in battle, they’re reminded that in the hands of Stormtroopers, the droid can become an enemy instead of a friend.

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