South Africa, Jan. 26 -- Here are four shifts that point to a new definition of public relations.

Move away from traditional publicity

The first major shift is the move away from traditional publicity as a starting point, getting stories into mainstream media to influence perceptions and change behaviour, to satisfy the demand for personalised content that audiences can access whenever and however they want it, to the same end.

Streaming platforms, podcasts, personalised news feeds, and algorithm-driven social content deliver tailored experiences that traditional media simply can't match.

It's no longer about one-size-fits-all messaging; it's about shaping truthful narratives that reach the right audience in the format and moment that...