Social or shared media have fundamentally re-wired society, scrambled traditional understandings of marketing and advertising, de-stabilized and in some cases replaced institutions and norms, and circumvented mainstream media. The focus of this chapter is to equip digital writers and editors for the contexts of public relations, helping you think strategically in service to a message and to mutually beneficial relationships. Also covered are how to develop interactive, multimedia press releases and media pitches, how to measure effectiveness, and what to do in crisis.