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JCPenney’s decision to revive its print catalog is a stark reminder to PR pros that—despite the digital lurch throughout most business sectors—print remains a viable marketing tool.

Having a thorough understanding of an agency’s capabilities, approach, and methodology contributes to how expectations are set from the start. It’s critical to deliver on your promises and be direct if you think something won’t work as planned.

“The biggest risk I took in my career is also the first risk I took in my PR career: starting MWW. Prior to that, I had never worked at a PR agency. In fact, I had never stepped foot into one.”

Lisa Joy Rosner, CMO of Neustar, doesn’t mince words when describing the state of PR at the company when she took charge in May 2014.

A quartet of communicators chime on how social media is altering crisis management.

In a digital age, spontaneity rules. Social messages that are unscripted and on the fly help to humanize the brand. But messages that seem overly packaged are about as popular as the measles. It’s a different situation when giving a speech (or commenting) on behalf of the brand.

The 205 Edelman Trust Barometer shows that many people feel the pace of change in business is moving too fast. Conversely, nearly one-third of respondents believe the pace of change to be too slow. It’s a fine line that corporate communications navigate.

Find “owned” content that lends itself to visual storytelling. Slice and dice the content and package it with social channels using online photos, video and other forms of digital communication.

You’ve likely heard of the debut earlier this month of Facebook At Work (FB@Work), a new player in the expanding field of enterprise social networks (ESNs). Essentially Facebook for brands, companies and organizations, the tool’s most important impact for PR pros could be that it will spark new ideas about enhancing internal communications and employee relations.

You would think that the proliferation of social platforms and mobile devices would spell doom for email marketing/campaigns. Not so. Get reacquainted with an enduring PR tool—email.