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Like any good friendship, the relationship between a brand and its audience on Snapchat should be a two-way street. Matt Johnston, executive director of video at Rodale, worked directly with Snap Inc. to build a Discover platform from scratch. Here, he shares his tips and tactics for how to meet your audience halfway on Snapchat to keep the eager tapper glued to your story.

Doing good for people in times of need can be tricky for brands. If you draw attention to a tragedy too much or in the wrong way, the public might accuse you of trying to score PR points. (And some brands might be doing just that.) Sometimes it helps the cause to draw more attention to it; sometimes the classy thing is to remain silent and speak through your actions.

With B2B buying decisions sometimes taking weeks and months if not year, how can PR and marketing work with sales to unclog the bottle neck? A content strategy can help, but it must be an integrated effort. Here are tactics that marketing and PR can employ to assist sales in guiding prospects down the decision funnel.

In the Houston area the priorities are rescue, assistance and recovery. Finger pointing about who’s to blame has started, but properly should come much, much later, if at all. Still, there are PR lessons in the early stages of what looks to be a years-long issue. Here are a few.

It’s Friday afternoon, August 25, and you’re at work in Houston. You’re expecting Hurricane Harvey, but you’ve heard on radio and television that an evacuation of your city, America’s fourth largest, is not recommended. Local officials,… Continued

In an era where the hottest topic is fake news, how can you build trust with journalists? You’ll likely need to do so on social media. Here are tips that will help you do that and start to pitch more successfully, too.

With both Google and Facebook placing increasing value on the mobile experience, the era of focusing on “internet trends” may be over, while mobile trends have taken center stage—the internet is mobile now and vice versa. So how are smartphone users interacting with their devices and engaging with apps and websites?

Swipe, skip or scroll, audiences are increasingly dismissing advertisements on Instagram. Many users take to the platform primarily to promote their individual interests, and smart brands must think about how to give audiences the spotlight rather than the other way around. Here are five ways communicators can use the tactic to convert Instagram audiences into content heroes.

The experts we talk to routinely stress the importance of having a crisis plan. Of course, as we all learned when writing papers in school, it’s not enough simply to do the initial work—we must revise mindfully and make important adjustments. Attempting to appraise every aspect of your plan is intimidating and overwhelming, so start the evaluation process in stages.

The contest Saturday night between boxer Floyd Mayweather Jr. and mixed martial artist Conor McGregor is being called a fight, but really it’s an event. A PR event. The hype surrounding it has been tremendous. So, just for fun, which of these two athletic welterweights and social media heavyweights would you choose as your brand’s ambassador? We might have the answer.