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As the tectonic plates of PR continue to shift, there’s a growing onus on communicators to align their social platforms with their company’s overall financial goals.

When DoubleTree in May 2012 rolled out a PR campaign to boost brand recognition, the hotel chain knew that its signature cookie was one way that consumers could recognize the company.

It is critical that PR professionals talk more about ethics in order to be effective in trying to implement its values and make it a more integral part of communications.

PR News covers all the social media bases with our Social Media Icon Awards. This year’s awards luncheon will take place at the Grand Hyatt in New York, on June 2.

Without deploying IPv6 on their public websites, PR professionals could lose reliable Web metrics—the very tool that allows them to determine ROI and other critical business strategies.

In 2011, Catholic Charities Fort Worth declared it would do everything in its power to end poverty in the community. Unfortunately, in its first year, the program failed to get the attention of potential students, leaving classroom seats empty, program goals unmet and future funding at risk.

New study shows that a majority of millennials will provide more personal data to a company they trust. Just make sure you’re not accessing data that millennials consider more sacred.

In today’s world, advertising is evolving towards ‘storytizing,’ which is driven by earned media, not paid. In earned media, our customers are deciding what is relevant, what they will share and whether they will, quite frankly, pay attention.

In an increasingly mobile (and hyper-busy) society, the trend in content format has been to serve messages in smaller and smaller morsels that consumers could accesss without committing much time.

Pre-Web, the marketing and communication vehicles were largely defined by media relations, advertising, print and events. But in a digital age, the rules have changed for communicators.