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Today's pick: "The redefinition of PR" from PRWeek

PR and comms teams can play an important role in brand messaging no matter the vehicle for the story, and that's critically important for both publicists and executive teams to thoroughly understand.

“The message should be consistent for the brand regardless of where it's showing up,” Sarah Houseknecht, director of global brand comms, Wilson Sporting Goods, told PRWeek. “How we bring our messages to life through ambassadors, such as influencers or sponsored athletes in the social space, is super important for us.”

To read more about how the role that PR can (and arguably should!) play in overall brand storytelling, head to the PRWeek website to read Houseknecht's full conversation with Priyanka Shah, VP of comms and IR, Kinnate Biopharma and Ben Chodor, president, Notified.