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In the last few years, social media has quickly moved to the core of marketing communications. As a result, PR executives of all stripes are jockeying to take the lead on social channels. Now it appears as if they’re making some progress.

The number of unique users who are engaged with the microblogging service continues to grow, giving brands and organizations more and more opportunities to drive the conversation.

Giving the media the straight dope is exactly where traditional PR has always excelled. Too many PR pros feel that they’re being choked out even as the media choke on too much unfiltered input.

At some point, no matter how sophisticated your data, a human being is going to need to interpret it and take action based on that view.

In order to tie PR to sales, we need to understand the processes by which PR’s outcome (audiences) becomes part of the sales process.

As the tectonic plates of media continue to shift to online properties and social media platforms, traditional media outlets are trying to gobble up competitors and consolidate the assets.

Networking is not a frenzied process that results in a pile of business cards. It’s about using shared interests to develop and maintain mutually beneficial relationships.

The art of networking is just as important inside a company as outside of it.

C-suite managers who go it alone are probably going against the tide—at least when it comes to appealing to millennials, who think an inability to take advice from others shows weak leadership.

For PR managers and directors who want to appeal to millennials, organization and stress management take a backseat to showing that your company takes initiative and motivates teams.