harder. More screens, devices and content makes it more difficult to win the hearts, minds and attention of an audience today. At the same time, the news industry has undergone a massive transition over the past decade making earned media as scarce as people’s attention.

Rallying people around a company's vision takes grit, curiosity, empathy and a new way of thinking. They start with the audience — user, executive stakeholder, policy-maker or investor — to gain a deeper understanding of who they are and what they want and need. Then they figure out how to best engage and activate them using all the tools at their disposal from PR, digital marketing, and social media.