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Similar to a good newspaper or news site, a good content strategy is a combination of structure and spontaneity. We talked with Grubhub’s social media director Mallorie Rosenbluth to find out the brand’s recipe for creating such delicious content that’s both planned and spontaneous.

Did you experience a sudden and sharp sense of FOMO last week? Then you should’ve been in San Francisco with PR News. An all-star lineup of speakers presented on topics ranging from SEO and Google Analytics to influencer marketing and Snapchat at the Big 4 Social Media Conference and Google for Communicators Boot Camp held at the San Francisco Grand Hyatt Aug. 9-10. Here’s a wrap-up of the two-day event, which showcased compelling video, top-notch speakers and networking opportunities galore.

PR pros move between corporate and agency roles regularly. Although there are a set of common skills that you must bring to both corporate and agency environments, there are some key differences. Srikant Ramaswami, who has worked in corporate and agency settings, shares his wisdom for success in transitioning from the brand side to an agency. He also shares tips for new grads on how to choose between working in-house or at an agency.

Many brands still struggle with how best to build up a presence on Snapchat. The nature of Snapchat’s short-lived content can trick some communicators into thinking the planning they put into each snap should be just as brief. But a detailed strategy can be the key to making your snaps burn bright before they fade away.

When a crisis breaks, users inevitably Google the brand in question (or, for smaller brands, look them up on Yelp). But the last thing communicators want is negative headlines or reviews topping the list of search results for their brand. Here are five ways to make SEO an integral and immediate strategy when developing a crisis management campaign or handling Yelp customer reviews.

PR News will announce the winners of its 2017 Agency Elite Awards at the annual Platinum PR & Agency Elite Awards luncheon at New York’s Grand Hyatt on Sept. 14, 2017. The Agency Elite Awards benchmark excellence in PR agencies’ key practice areas, from advocacy, crisis communications and social media to internal communications, media relations and reputation management.

Internal communications is a pain point for brands and organizations large and small in normal times. When significant changes are occurring inside an organization it can make communications even more difficult. Ally Bunin, a VP for internal communications at Brighton Health Plan Solutions, explains how her brand communicated during a period of radical internal changes.

With all the good that comes from social media, there also are negatives. One is that employees can criticize their company online and make life even more anxious for communicators. The Toronto Transit Commission (TTC) encountered such an instance a few months ago when it introduced random drug and alcohol testing of employees. An outcry went up in some quarters over this policy. Here’s how TTC handled the situation.

As you know, speed is of the essence when dealing with a social media crises. Fortunately, tools exist that can help brands large and small monitor social media conversations, which can buy a bit of time for brands when a social media crisis occurs.

A long “manifesto” decrying efforts at addressing diversity has been making the rounds inside Google via internal message boards and social networks. The author, a male software engineer, argues that there are inherent differences between men and women that account for perceived gender gaps. Thus Google’s Danielle Brown, who took up the mantle of vice president of diversity, integrity & governance at the end of June, already finds herself in a delicate internal communications test.