What is public interest communications?

What is public interest communications? Please provide your suggestions about the characteristics and key frameworks that should be part of the field. Also, whose voices are missing from the field as it is currently defined?

Public interest communications is an emerging field that uses strategic communications grounded in research and science to achieve sustained and positive social change in areas ranging from climate change and health care access to housing policy. It borrows from its sister fields of public relations, advertising, journalism and marketing and is informed by sociology, psychology, neuroscience and political science.

The issues to which public interest communications is applied transcend the interests of any single organization. The idea is to create lasting change by going beyond just raising awareness to motivating people to effect positive societal change.

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