The field of public relations has been most simply described as ‘doing good and communicating it’. Even in days when newspapers, television and radio were the prime sources of information, a skilled public relations practitioner would have to work hard for placement, by having a great understanding as to what the media outlet was looking for and being creative in pitching the content. Today with the emergence of social media the tools of the trade are vastly expanded and complicated as clients want their content to ‘go viral’, whatever that means. The noise and the fractionalization of the market means meeting expectations regarding impacts that are wholly unrealistic. And, at its most practical, the value assigned to publicity is ephemeral. To discuss this nuanced subject is Freda Drake, author of ‘Publicity on Steroids’. You will gain a great understanding of what it takes to get a message out in this new age of mass, and niche, communication.