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A growing role for PR is helping to bridge the communications gap between C-level executives and employees. But that can be a daunting task.

To handle the unexpected successfully, the public sector executive will need to gain a better understanding of how to best respond to each type of media.

Launched in 2008 as Virtual Piggy (VPIG), Oink realized that it needed to rebrand to increase its appeal to the hip, young Generations Y and Z that its products were created for, as well as their parents—the buyers of the digital wallet service. The revamp needed to differentiate the brand, whose products include an app and a debit card, from competitors in what is an increasingly congested market.

Being knowledgeable with video editing, coding and website development as well as data analysis and research are critical skills for those seeking career advancement, according to more than a dozen millennials in PR and communications who gathered last month for PR News’ inaugural Millennial Roundtable.

Here are the stories that were making headlines in the world of public relations during the week of May 25 – May 29, 2015.

The new definition of owned media is simple: If we create and approve content, it’s owned. It wasn’t long ago when owned media simply was the content on our website. Today owned media has moved from being a site to becoming how a customer experiences the brand’s voice.

Consumers are nearly 50 percent more likely to read email newsletters that feature links to video, according to a survey of 1,051 people conducted by online video app company Animoto.

Find key reporters covering your market. Check. Engage influencers who can propel your message. Check. Spark conversations with your audience. Check. LinkedIn provides these and other opportunities, but PR execs for the most part continue to give the social network short shrift.

PR execs go to a lot of trouble to create what they hope is engaging content. But if they fail to do as much as possible to make sure it’s found via search engines, what’s the point?

As a C-suite executive and 20+ year marketing and public relations professional, I have found the most effective way to respond to the ‘Why is social media important?’ question actually is very simple. The key is to align your social media strategy and activities with business objectives that senior executives understand and value.