What Public Relations Means Today

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Strategy
Expert
Sarah Babbitt
VP
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Public Relations is a practice that has evolved continually since its inception. It started with the days of print-only earned media coverage and articles. Today, it’s a much more broadly defined discipline that engages target audiences across myriad channels.

How we do what we do will constantly change, as new digital platforms and consumer behaviors emerge. Here is what “Public Relations” means today, as defined by SHIFT leadership.

Today, PR is no longer about firing content into the ether and hoping for quantifiable outcomes to occur organically. It’s about understanding what you want to say — and making sure it’s relevant against broader topics and trends — and ensuring that the message is received by your intended audience via their preferred channels — not yours.

Alan Dunton, Managing Director, Technology

Public Relation’s job today is to make brands relevant to the current culture and social climate. It’s not just to drive product awareness through earned media, but to strategize comprehensive communications campaigns that put a company squarely into the middle of conversations its audiences care about.   

Amanda Munroe, Senior Vice President, Technology

While we will always be tasked with promoting our clients’ products and services, now more than ever we are asked to help companies determine what they stand for and how they can give back – and to build their reputation around that.

Meg Gaffney, Vice President, Consumer

How we do what we do will continue to change, but as public relations practitioners we know we must be constantly ready to imagine and execute new ways of connecting brands and businesses with the people who matter to their success.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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