How To

With their fingers on the pulse of stakeholder awareness, PR professionals are uniquely positioned to be at the forefront of an organization’s name change.

With corporate social responsibility rapidly becoming a key part in an organization’s strategy, one thing is for sure: Sustainability programs must be sustained to have real long-term success.

Close collaboration with your clients leads to better results, but concrete steps need to be taken to achieve an empathetic partnership, says PR News Advisory Board member and Solomon McCown & Co. CEO Helene Solomon.

Social bookmarking sites like Delicious and Trunk.ly are, in essence, search engines and should be leveraged in lifting your content’s—and your brand’s—profile.

As online video views continue to proliferate across the Web, four digital PR experts weigh in on the most effective ways to distribute, track and measure video success.

For most PR pros, being prepared for crises is a major staple of the discipline. IR professionals, however, often don’t have an effective crisis management plan in place.

In this excerpt from his upcoming book, "Welcome to the Fifth Estate: How to Create and Sustain a Winning Social Media Strategy," PR News Facebook Conference keynoter Geoff Livingston lays out four strategies that organizations use to build their online communities.

While many still equate ROI with the "value" or PR, measurement experts are working to give PR pros a template in which to more accurately prove ROI—financial or otherwise.

In the face of major financial aid cuts, DePaul University launched a PR campaign that captured stakeholders’ attention and mobilized the community to fight for financially strapped students’ rights to a high-quality education.

Public affairs pros take note: More industries are banding together to protect their mutual interests, writes Derek M. LaVallee, making advocacy work more complicated yet ultimately more powerful.