Public relations is no longer just about sending press releases - increasingly PR has become integrated with sales and marketing functions and relies upon practitioners having a solid grasp of data. To find out more about the future of PR and communications, I spoke with Heather Kernahan, the Global CEO of Communications company Hotwire.Heather has spent her career immersed in technology and moved over to Hotwire from Eastwick Communications after its acquisition in 2016.Prior to this, she was at Autodesk, where she focused on integrated brand communications and led the development of the company’s first sustainability report.Heather says she “builds outrageously successful teams, companies and brands”, and is the author of an upcoming book UNSTUCKABLE, to be published in 2022.We recorded this episode live and in person at Hotwire’s London office.Hotwire has a concept called "Behaving famously" - which means purposely going out and making connections with people; It’s an expectation of everyone that works at Hotwire, no matter the role - you need to behave famously.We discussed a number of topics related to communications and PR including:How PR has changed during Heather's careerThe most effective campaign over the last 12 monthsHow dynamic can communications be?The need for data literacy in PRThe role of PR in revenue generationSelling more "shirts and shoes"Account-based Marketing (ABM)PR reps as business peopleThe role of PR in remote sellingThe importance of your digital first impressionDiversity and inclusion in modern communications practicesThe Hotwire Into Tech initiativeEvolving the agencyHotwire's team "Behaving famously" Content that cuts through the noiseCoaching Executives around thought leadershipAre print and broadcast still important in the comms mix?Meeting the needs of a 24-hour news cycleBranded content opportunitiesHeather's upcoming Book - "Unstuckable"The one key message from the bookThe importance of Podcasts in the PR mixUsing LinkedIn for promotion & recruitmentLessons from the pandemicThe role of data in the PR company of the futureQuickfire round3 Actionable tips for using communication in your businessResources mentioned in the showDavid Goggins: Can't Hurt meJane Wurwand: Skin in the gameMore on HeatherHeather on LinkedInHeather on TwitterHeather's WebsiteHotwire Global websiteYour Host: Actionable Futurist® & Chief Futurist Andrew GrillFor more on Andrew - what he speaks about and recent talks, please visit ActionableFuturist.com Andrew's Social ChannelsAndrew on LinkedIn@AndrewGrill on Twitter @Andrew.Grill on InstagramKeynote speeches hereAndrew's upcoming book