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In a profession that demands new skills for an ever-expanding set of digital and analytics tools, the next generation of communicators will be need to be equal parts storyteller and data scientist. And both of those sides were on full display as a fresh class of young communicators were honored as Rising Stars at the PR News’ 2017 PR People Awards Luncheon on Dec. 5 at the historic National Press Club in Washington, D.C.

There is profound uncertainty about the uses of data and of the value of the communications data that communicators share with senior leaders, according to a recent survey of communicators at the director level and, separately, at the VP level and above. The survey from PR News and PublicRelay, a media monitoring and ana­lytics firm, looks at the day-to-day role of measurement and media analysis.

Our weekly roundup of news, trends and personnel moves in communications and PR. This week’s stories include why the #metoo incidents are likely to continue, a promotion at Ketchum for Barri Rafferty and growth at Sprout Social.

Launching Dec. 4 on iOS in the U.S., Messenger Kids is focused on kids 13 and under who want a fun way to communicate with friends or family. The number one concern, of course, is privacy and safety, and Facebook has done its research to ensure that this app will address everything parents are worried about.

With U.S. consumers spending up to 5 hours daily on mobile devices, social media usage patterns are a goldmine for marketers. Yet social media alone is not enough. Shoppers are more than their mobile Facebook or Twitter profiles. Other sources should be added to social media data, our author argues and provides 3 easy steps to augment consumer insights to create more data-driven, research-backed campaigns.

Communications executives have begun in earnest to make their way into boardrooms, C-suite meetings and the critical business conversations at their organizations. But the pace is not fast enough and the courage of their convictions not always on display. You could even say: “PR people need to get a spine.”

Letters, digital or sent via U.S. mail, are likely to make direct contact with customers. It’s important, then, to be certain they reflect your brand’s well-crafted messages. We offer many tips on how to make such letters more effective, but most important is that they burnish your company’s reputation with all stakeholders.

With the firings of Charlie Rose, Matt Lauer and Garrison Keillor, the face of crisis PR has been changed, for the moment at least. When your client is fired before he can even say, “I need crisis PR,” what’s left for crisis PR people to do? On the other hand, perhaps all these men still need crisis PR. Look at Charlie Rose, who was ambushed on the street and gave a very inappropriate response to a question.

The modern workplace is changing rapidly, and PR agencies and communications leaders at brands and nonprofit organizations must adapt to provide the best benefits and opportunities to attract and retain the best talent. On Nov. 29, PR News celebrated those organizations that have gone beyond mere adaptation at its 2017 Top Places to Work in PR dinner at the Edison Ballroom in New York. Workplace culture and the recognition that employees are people first, and PR pros second, ruled the evening.

There are various reasons for companies to create branded content. Whatever the reason, the PR axiom, “think like a journalist,” can apply to organizing a content creation effort. Here’s how one former journalist took her media training and applied it to build a successful branded content shop that augments the job-searching site Monster.com.