PR today relies more than ever on a sophisticated understanding of branding and positioning, and is driven by the rise of social media and user generated content, combined with an emphasis on analytics and metrics. How can you make PR work for you in today’s complex and fragmented media landscape? How do you get attention and break through the clutter? How do you manage your message and still maintain credibility? Learn why today’s environment encourages you to circumvent journalists, how the scope of PR services has been completely redefined and why most people have unrealistic expectations about the power and limits of PR.