This document discusses principles for effective public relations in today's digital media landscape. It emphasizes that PR is about engagement and changing behavior, not just amplification. Each PR program must link to clear business objectives. PR ideas and tactics should create media-agnostic ideas that can be shared across channels to drive success. Strong PR uses insights to create compelling stories that translate into engaging visual content. It advocates for amplifying stories through earned, owned, social and paid media using transmedia storytelling. Influencers and search optimization are also important to reach audiences. Effective PR requires around-the-clock engagement on social media.