Heather Whaling, President/Founder of Geben Communication, joins the Social Pros Podcast to discuss the evolution of public relations and how to succeed in social media.   Special thanks to our sponsors: Salesforce Marketing Cloud (Magic Moments: How to Create Inspired Marketing to Amaze Your Customers: candc.dl/amazecustomers) Convince & Convert (Experience This! Show: experiencethisshow.com) Yext (The Everywhere Brand: http://offers.yext.com/everywherebrand)   In This Episode How focusing on strengths and collaborating in weaker areas can lead to stronger content How the scope of public relations has expanded How to approach relationships with journalists vs influencers How paid social has become more important as PR has evolved Why it’s becoming more important to write with sound bites in mind   Resources Heather’s website, Twitter Geben Communication Visit SocialPros.com for more insights from your favorite social media marketers.