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On a basic level, the only thing PR professionals really want to be is heard. There are a few ways stories can be heard above the noise, cut through the droves of useless information and make their way in front of the eyeballs of the target audience.

UCB, a top company in the neurological treatment market, and PR agency Cooney/Waters Group created Parkinson’s “More Than Motion” (MTM), an unbranded campaign designed to align awareness about the lesser known symptoms of Parkinson’s disease (PD)—such as difficulty sleeping and loss of taste and smell—with the goal of fostering an educational and supportive online community.

The latest stats from Gould+Partners show top-line net revenue increasing for most of the PR agencies responding to the survey, as “projects” start to perform better than monthly retainers.

While it’s virtually impossible to stop Internet trolls from taking shots at your brand, a series of recent Twitter fails should be cause for concern among communicators.

Millennials are glued to their smartphones and addicted to social media. But when it comes to what’s important to them, millennials share many of the same values as previous generations.

Brands are so enthralled by Facebook, Instagram, Twitter and other consumer-facing social channels that they tend to give LinkedIn short shrift. However, business communicators ignore LinkedIn at their own peril.

Whether for internal or external audiences, putting information and tools into the palms of your customers’ or employees’ hands seems to be a requirement. But is an app the best solution?

In the drive to deepen stakeholder relationships, communicators continue to reengineer strategies to include more branded content as part of a paid-earned-owned media engagement strategy.

Linda Rutherford, who leads PR at Southwest Airlines, talks about how to motivate her communications team and the role of storytelling at the company.

Through my work with Linking the World, I’ve been involved in coordinating efforts during numerous crises, including the Ebola outbreak. While each situation is unique, the importance of effective communication in these instances isn’t.