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Lego said last week it plans to invest $150 million during the next 15 years to make its plastic building blocks in a more sustainable way.

PR managers and directors may think that a robust social media strategy means having brand presence on every last social channel. Yet they may want to maximize their social strategy by being more selective.

Unlike other social media platforms, LinkedIn is almost exclusively tailored to professional connections, which makes it an effective tool to protect and build your brand online. But are you making the most of it?

Content discovery, a native ad unit recognized by the Interactive Advertising Bureau, occurs when an ad or paid content link is delivered via a “widget.” Steve Cody, CEO of Peppercomm, said even the best funded combinations of search discovery tools will fall flat “if the content itself is self-serving and intended to sell products and services.”

Working with external bloggers is an entirely different process than having staffers blog in-house. Issues include recruitment, work structure, FTC regulations and compensation. Then there’s the question of trust.

When Toshiba America Medical Systems was set to roll out a national advertising and marketing campaign late last year, Charlene DeBar, manager of corporate communications, thought it was an opportune moment

It’s an occupational hazard for many companies: If the legal squad and the communications crew are unable to find a way to be responsive during a crisis, you’ll be left at the starting line while negative messaging runs free, the opportunity to protect your reputation gets lost, and your inability to respond weakens.

A lot of PR is about follow-through and follow-up. Read. You have to know what’s going on in the news and how different news outlets are telling stories. Get work experience, put in your time and take internships. You’re not credible without experience.

Toyota’s PR chief arrested, Business Wire’s “Market Impact Report” and the removal of Twitter’s 140-character limit on direct messages.

As newsrooms are squeezed to produce additional content with fewer reporters and editors, pitching the media using video can help fill the void since the video pitch also can be repurposed as content.