In the olden days, public relations was a one-way channel where communication professionals would share information while the public and media would consume it. The channels of engagement were tightly defined and controlled by brands and brand mouthpieces. If X brand wanted it so, well darn-it, X brand got it like so. Suffice it to say, since then, times have changed, the industry has evolved, and the consumer got smarter.

Audiences that were once spoken to are now Continue reading →