Communicating professionally with journalists, bloggers, and stakeholders, generating and utilizing content, designing and implementing campaigns and events, writing compelling online and offline texts for various communication channels – the tasks of communicators are diverse and continuously evolving. This presents even experienced PR professionals with new challenges as they strive to keep up with the latest possibilities and forms of communication. Additionally, the expectations of stakeholders have increased, as the work of communicators unfolds before their eyes. This means that even the smallest mistake is noted, commented on, and can have serious consequences. A 'learning by doing' approach is becoming increasingly difficult for newcomers. In order for PR professionals to navigate the expanding range of PR tools and...