This document outlines 20 topics that were covered at the CIPR Best PRactice conference on public relations in 2017. The topics included reinventing media relations in the age of digital media, the rise of influencer marketing, using owned media like websites and social platforms, harnessing online communities, learning from Trump's constant use of social media, using data insights for planning, leveraging paid promotion strategies, creativity in PR, demonstrating value and measurement, shifting to visual formats like video, using augmented and virtual reality, automation with tools, applications of artificial intelligence, new tools and workflows, representing public interests, mental resilience for PR professionals, evaluating PR skills, and advancing the professionalism of the industry.