They have to learn how to influence people. People are open to influence. It is a science in itself.
Like the salesman who skillfully leads a customer to buy, there are techniques that have been around for centuries. There are also spiritual methods that are even more powerful. But if a person does not know how to influence people, the chances of being promoted are slim.
I cant really gove you an answer,but what I can give you is a way to a solution, that is you have to find the anglde that you relate to or peaks your interest. A good paper is one that people get drawn into because it reaches them ln some way.As for me WW11 to me, I think of the holocaust and the effect it had on the survivors, their families and those who stood by and did nothing until it was too late.