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The keys to Jack Link’s success were developing and leveraging the “Feed Your Wild Side” brand position, and executing an annual media relations program to shift perceptions, build stronger consumer relationships, and drive sales.

Whatever the case, the gap continues to narrow between what “they,” the C-suite, know and what “we” (employees) don’t.

By acting thoughtfully and strategically, you will demonstrate your business acumen, provide informed counsel and get the information you need to move forward with your work.

In a digital age editing copy no longer means making sure “just the facts” are presented in an inverted pyramid. Now, editors need to focus first on whether the writer is telling a good story—and if it can be summarized in a 140-character tweet.

The numbers are staggering. According to the 2013 Teradata-Driven Marketing Survey, 71% of marketing professionals plan to pursue big data deployment in the next two years.

As more and more brands engage those followers who produce user-generated content via social channels, Paramount Pictures’ move is a bit of head scratcher.

Depending on how much access they have toward the C-suite, PR pros can enhance their value by counseling senior managers to be more transparent when communicating to the rank-and-file as well as other stakeholders.

As social media platforms move to the epicenter of marketing communications, brands and organizations of all stripes are starting to ramp up the amount of content and messaging catering to social channels.

Companies spend an inordinate amount of time and money on creating exhaustive and fancy messaging matrices that often times sit on a shelf. But messaging is just the starting point.

To ensure that you stay out of basements—and enhance what is arguably the most important PR skill—here are a few tips on how to write great news releases and get them read.