It’s 2024, a new year with a new outlook and a lot has changed in terms of approach, audience, mandates, and expectations. Today, PR is not just about storytelling or managing media, but it is pretty much defining and establishing narratives, it is the heart and center of a campaign. Expectations are no longer restricted to brand awareness but slowly have gone towards generating effective ROI, especially with the lines of marketing and PR being blurred now. Add to this, technology and digital disruption, inflation, talent and skillset challenges there is a massive shift being seen which has revived our profession. Does this mean our profiles have changed? Is it…