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Vantage was able to combine long-term PR campaign strategies — along with its media relations and social media chops — to bolster Voxbone’s audience in a way that drove customer interest and engagement: a PR home run.

If you want news professionals to publish or comment on your news release, it has to be news, and has to provide benefits to the media outlet’s audience.

About two-thirds of marketing and advertising executives said they collect metrics and analytics for their social programs, according to the survey. And about 14 percent of the respondents said they do not monitor such programs.

With the end of the Like Gate, the onus is now on communicators not only to create more original content, but also make sure the content is catering to users who more closely align with business value and, PR execs hope, can be converted into customers.

While gut instinct may prove a legitimate guide, I’ve found that asking a few simple questions can make choosing which projects to bypass a lot easier.

Oscar Suris, executive VP and head of corporate communications at Wells Fargo, talks about the importance of sharing stories, life in a post-banking crisis universe and what he does to unwind.

Call it disruptive or innovative—in the context of digital PR, the terms are relatively synonymous these days. Either way, the Taco Bell “blackout” serves as a compelling reminder that, as online communications become commoditized, PR pros are on the hook to create unusual campaigns that grab the attention of consumers and the media alike.

It is becoming increasingly difficult for brands to be heard amongst the (visual) clutter on Instagram. To break through, it’s important to focus on building authentic relationships.

Jump-starting a sense of urgency is vital, whether you want to initiate change or weather it. But urgency isn’t about speed. It’s about propulsion.

Brands and organizations of all stripes have spent the last few years moving to a digital-first marketing strategy. But they shouldn’t get too comfortable, as the digital-first approach is about to get eclipsed by the mobile-first approach.