Q: As the role of PR is constantly changing, what does the current job description entail and what should I look for when hiring?

A: The role of public relation professionals has changed over the years.

That image of champagne-sipping PR social butterflies of the '80s and '90s has largely faded, driven out by the growth of digital and social media, the pressure of an evolving media landscape and competition from other marketing disciplines.

While years ago PR and other marketing or advertising disciplines were separate, today the boundaries are blurring.

That said, where PR has stood out over time and retains its lead position is in crafting compelling stories that articulate what a company wants to say in the most interesting way for the target audience.

We are also turning to social media platforms including blogs, Facebook, Twitter, YouTube and Instagram to get the message across.

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