Even in an evolving field like public relations, sticking to the fundamentals is a strategy you can always bet on. This week, Melissa talks to Robert Dilenschneider, the founder and CEO of The Dilenschneider Group about his trailblazing journey through the changing world of public relations.

About Robert:
Robert Dilenschneider is the founder and CEO of The Dilenschneider Group, a global strategic counseling and public relations firm, headquartered in New York. He previously served as the CEO of Hill & Knowlton. He serves on several boards, including the Institute of International Education.

Topics covered:
- Getting into public relations
- What inspired the new edition of "The Public Relations Handbook"
- Reflecting on major changes in public relations
- Defining environmental, social, and governance (ESG) criteria
- Key lessons in public relations
- Why public relations matters

Actions to take:
- Always refer to the fundamentals
- Create short and powerful messages
- Be honest
- Build character

Resources mentioned:
- The Public Relations Handbook
- The Wall Street Journal
- MVW Communications
- PR Pro Gear