Today's communication professionals must be all-rounders, mastering classic communication, social media, issue management, media relations, and storytelling simultaneously. This book reveals how to break free from familiar communication patterns and successfully establish new channels to your target audiences. Numerous renowned communication experts from agencies, companies, media, and associations describe modern and sustainable public relations through practical case studies for times when PR involves more than just writing press releases and analyzing clippings. The range of topics includes communicating an infrastructure project, modern campaigning for an environmental organization, issue management in high-risk industries, and the successful brand campaign of a communications agency. An essential guide for anyone working in the digital world.