Americans are Turning Off the News
If you find yourself skimming the morning news and skipping the evening news, you're not alone. ...
Public Interest Communication is an emerging discipline based on applying new language, insights and techniques to the classic social marketing and health communication approaches to create sustained change in attitudes or behavior. The field borrows elements from its sister fields of public relations, advertising, journalism and marketing, but is informed by sociology, psychology, political science and neuroscience. (Source)
Public Interest Communication is the development and implementation of science-based, planned strategic communication campaigns with the main goal of achieving significant and sustained positive behavioral change on a public interest issue that transcends the particular interests of any single organization.
So at its basis, Public Interest Communication is using communication to drive lasting, positive change. If that sounds appealing to you, then it's likely we have a match.