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Unlike some audiences that brands and organizations cater to, influencers are not monolithic but are a loosely affiliated group of individuals who can have a pivotal influence on PR’s ability to drive conversation and spread the word. But getting people online to share information about your company’s products/services or values requires a different mindset than blasting a press release to a similar demographic or giving a presentation to like-minded people.

When PR takes a backseat to lead generation efforts in an organization, the strategic value of communication is masked behind a larger marketing umbrella. Don’t let this happen. PR needs to bridge what is a chronic disconnect and take its seat at the revenue table.

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Starbucks’ “Race Together” brouhaha, IBM’s new cloud-based data analysis service that mines Twitter data and how to dine like you’re in ‘Mad Men.’

Two major international brands—Dolce & Gabbana and Lenovo—screwed up big time in the last month. How each handled its crisis is a classic lesson in ‘how to’ and ‘how not to’ communicate after a misstep.

The travel industry is faring better when it comes to engaging consumers via social channels.

Here are four key trends related to innovation and four pearls of wisdom from leading professionals that emerged at SXSW.

Due to faster-than-expected growth in users in 2014, up 60 percent, Instagram surpassed Twitter to become the second-largest social network in the U.S. last year, eMarketer s aid earlier this month.

A few ways to focus on your audience.

Apple sends Dick Tracy a thank-you note, a new crisis for Hillary Clinton and Wendy’s takes an interesting brand journey.