Stories by Matthew Schwartz

Subway wasted little time cutting its ties with longtime pitchman Jared Fogle after federal authorities raided Fogle’s Indiana home on Tuesday.

The optics of reporters looking like they were being herded around the candidate like cows does no favors for the Clinton camp, and provides some valuable lessons for PR pros.

The most beautifully written speech in the world won’t do you any good if you suffer from stage fright and fail to make the speech memorable—and that won’t do you any favors with senior managers.

Rookies, by recognizing that they need help and guidance, immediately bring multiple experts to bear on the same challenge and increase the likelihood of rapid, successful resolution.

These days, it’s not enough to write killer copy in which the message hits readers where they live. PR pros need to master several disciplines designed to raise their brand profile in a Google search.

Writing well is still the coin of the realm for communicators. But, in a digital age, PR pros who want to enhance their value must tailor their writing for SEO (search engine optimization).

In order for communicators to capitalize on social listening, they need to involve multiple disciplines within their organizations, such as sales, HR and product development. By getting more disciplines involved in your social listening, you have a better chance to monetize your social channels.

As C-level managers demand more accountability from their PR departments, communicators increasingly are trying to take their lead from marketing when it comes to measuring activity and demonstrating value. But the arc of media consumption is bending toward PR. If they’re to succeed in the future, both need to work together.

Throughout the next five years, PR managers will also need to empower their staffs so that managers focus more on corporate goals and objectives.

For brands and organizations that are just beginning to develop their online video programming, a good deal of the content will initially focus on creating mini documentaries and conducting interviews with C-level executives and other senior managers.