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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.

“Experiential” marketing, which combines a variety of media channels and techniques to get the proverbial fannies in the seats, is fast moving to the core of marketing communications.

When U.S speedskaters, who were widely favored to grab the gold, failed to even come close, the search for a “culprit” was on.

Amid the plethora of PR tools available to communicators, underwriting academic research to help get the message out presents both great opportunity and an equal measure of risk.

The communications team at Acorda was challenged with maintaining the collaborative spirit and sense of community that defined the company from its inception, while also encouraging new employees to enrich the company culture through their own professional experiences.

Ball Park, which is owned by The Hillshire Brands Co., called on its longtime PR agency MWW to create a PR campaign that would leverage the brand’s equity and carve a new niche among both sports fans and food shoppers.

LinkedIn is still being underused by PR pros at both the agency and corporate levels.

In the wake of the Sandy Hook tragedy, National Association of Broadcasters (NAB) CEO Gordon Smith leveraged his organization’s broad influence to start a discussion about teens with mental health issues.

Brands and organizations put so much faith in their written plan that they have difficulty adapting quickly to the inevitable unforeseen events and developments that occur.