With so many changes constantly occurring in the public relations industry, it can undoubtedly be hard at times to keep up. When I embarked on my PR career in 2012, I learned firsthand the importance of managing online communication and using social media to amplify clients’ messages and complement traditional media relations activities like news releases, feature stories and TV interviews. But what I’ve seen over the past few years of working in this industry is an unfortunate departure from genuine relationship-building. If the first thing that comes to mind when you think of public relations is Twitter or Facebook, you’ve lost the essence of what public relations is about. No matter how social media savvy you are, truly effective communications is more than a click, “like,” or “retweet.” It’s about showcasing your message, product or service in a way that is meaningful and innovative. Though social media has a role in this space, the power of traditional media coverage continues to prevail. To be successful in communicating your message, you must ACT – this means meeting with reporters, planning creative media announcements and engaging with your audience. Most importantly, it means establishing human connections. Less talk, more action. That’s good PR.