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Developing your core message is an essential exercise. It gets everyone, internally and externally, on the same page in terms of explaining your brand’s attributes and differentiators.

For years, the measurement experts, including me, have told you to spend 10 percent of your communication budget figuring out whether the other 90 percent is working. But that doesn’t really tell you how to allocate that 10 percent, nor does it cover all the scenarios.

For several years after its debut, Facebook was viewed by brands and organizations as a relatively cost-effective way to promote their products and services. Companies could run branded Facebook pages—without necessarily dropping a lot of coin for Facebook advertising—and watch the needle move. Case in point: Hudson & Marshall, which is one of the nation’s top real estate auction companies specializing in bank-owned foreclosure listings.

While their communications are highly regulated financial services companies show a growing penchant for social media channels, with engagement up 76% across all platforms since January.

There is one area that is problematic even for the most seasoned PR pros: helping to drive communications when their company or organization makes layoffs.

While sales enablement is strategic, it is achieved through a well-coordinated series of tactics. PR is one of those tactics often overlooked. Here are three distinct tactics that PR uses to enable the sales process.

As an official sponsor of the FIFA World Cup, the Coca-Cola marketing campaign for the 2014 FIFA World Cup Brazil was built upon the notion that the competition is the “World’s Cup,” with the goal to create the most inclusive, engaging and participatory Coca-Cola World Cup campaign to date.

As the primary storytellers in your organization, it would make sense that PR executives would own the strategy and the budget for their company’s content marketing initiatives. Why, then, is that so rarely the case?

So much of the communications practice is dedicated to understanding, deploying and mastering digital communications tools. But it turns out that traditional principles still pack a significant PR punch.

If brands and organizations want to get their messages in front of millennials they’re going to have to ramp up their mobile communications and cater their conversations to the small screen.