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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?

Posting video to your YouTube channel is a start. Syndicating the content across a variety of other news websites and video hubs drive that crucial discovery that sparks social sharing—and better PR results to demonstrate to senior managers.

Nearly 77% of communicators said the use of online video as a messaging platform was underutilized, according to an exclusive survey conducted by PR News and PR Newswire’s MutliVu division.

As digital communications starts to eclipse traditional media channels, PR pros must learn a whole new set of disciplines in order to demonstrate their value.

If you can make the interview process less mysterious, you will spark your CEO’s drive to master the game himself.

The Secret Service has been hammered by the media since 2009 because of the string of embarrassing security breaches that have put the agency’s credibility in jeopardy. The latest episode happened September 19, when an armed intruder jumped over the White House fence and ran into the residence.

Only about 30% of all socially active brands have an Instagram profile, so now is the time for public relations professionals to work with clients on strategies to incorporate the platform into communications strategies

In the face of all of the change in the industry, there is a constant: Communications can and should drive impact.

Bill Simmons’ suspension from ESPN for calling NFL Commissioner Roger Goodell a “liar” regarding the now infamous Ray Rice video has cast attention on the relationship between the sports network and the NFL.

The danger in using a solely traditional approach for media relations today—where the media landscape is changing with every blink of the eye—is that we run the risk of losing out on potential earned media opportunities that could be generated by and from our communities.