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Lincoln’s Gettysburg Address contained fewer than 300 words and it’s considered one of the greatest speeches in the history of this country. In an era when we can tap out brief, usually cogent, messages on social media platforms, why do many of us revert to long, Proustian prose when we get behind the keyboard in our offices? Let’s do away with lengthy press releases, laden with jargon and numerous buzzwords. Perhaps social media and Papa Hemingway can help solve this epidemic in the making.

PR News recently asked its community to tell us who should be listed among the top game-changers of PR in the last few years—individuals who have been accelerating the expansion and growth of brand communication. One such game-changer is Tahoma Guiry, chief marketing officer for the nonprofit K9s for Warriors, whose work has spanned a wide range of industries—including financial, retail, technology, pharmaceutical and health care—and earned her accolades at each stop.

YouTube videos can sometimes seem like the one-hit wonders of the content universe. But the good news is that through strong SEO strategy and tactical outreach, little-noticed YouTube videos can still be a powerful vehicle for drawing in new audiences. Matt Goldberg, who creates and promotes video content for Chicago-based machine tool manufacturer Lyndex-Nikken—as well as founding production company MBG Films, which boasts 8.5 million views and over 13,000 subscribers—shares 10 recommendations for increasing YouTube views.

Are you worried that a sentient robot will eventually take your job? Don’t be, argues IBM SVP, marketing and communications Jon Iwata during a keynote at the 2017 IABC. Iwata portrays artificial intelligence as something communicators should embrace as it will assist them greatly help them do their jobs. More than that, with the voluminous data available to communicators, AI will help us to target our messages in a more sophisticated way. Now doesn’t that make you feel better?

Shakespeare in the Park’s new Caesar stages the title character as looking very similar to Donald Trump. Although much art is meant to provoke discussion, enacting the assassination of a deeply controversial president on a prominent stage crosses a line. Visualizing violence against a sitting president is nowhere near being considered acceptable—and your brand probably doesn’t belong anywhere near such displays.

Marketers are trained to watch engagement, track reach, respond to comments and keep an eye out for influencers on social media. But above and beyond how many shares and click throughs a post receives, the question your senior leaders really want to know is, “What’s the ROI of your social media efforts?” If you want more budget, headcount or respect within your organization, then you better have an answer to that question.

Kristy Gillentine spends a lot of time chatting about Snapchat. Host of the popular “ChatSnap—The Twitter Chat All About Snapchat,” Gillentine interviews such social superstars as Shonduras, Brian Fanzo and Madelyn Sklar once a week to share cutting-edge tips and tricks about the platform. But for those brand communicators just looking to establish their presence on Snapchat, she offered the following tips.

As communicators, you know the importance of face-to-face encounters, having a meaningful conversation IRL (in real life). Whether you are attending an industry event to learn, to network or to market your brand, here are the 5 habits of highly effective event-goers.

Our weekly roundup of news, trends and personnel moves in communications and PR. This week we feature stories about the comings and (mostly) goings at Uber, the “paltry” profits that PR firms earned in 2016 and the start of a practice combining athletes, PR and healthcare. In personnel moves Weber Shandwick has a new chief of its global affairs practice and rbb has a new EVP for global and emerging markets, healthcare.

PR News recently asked its community to tell us who should be listed among the top game-changers of PR in the last few years—individuals who have been accelerating the expansion and growth of brand communication. One such game-changer is Bobbie Carlton, who in addition to leading Carlton PR & Marketing, created a program that transformed how new products are launched while also streamlining the way speaking engagements for women are secured.