In its ‘good old days’, PR was all about Press Relations. It was about placing pieces of opinion in media (largely print, and in the last 20 years, television too), that helped tell a brand’s story, in a way that strengthened its likeability in the minds of its audience. It was about the weight of the masthead and the by-line under which the story was carried. It was largely one-way communication, ‘a time when brands and their PR agencies could control the narrative. However, the last 6-8 years has seen a shift taking place. And this shift is fast gaining momentum and changing the very face of PR; what it means and how it’s executed, as well as expectations of brands and their consumers.