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Yesterday’s PR Pros, Today’s Chief Content Officers

The convergence of PR, advertising and digital tactics offers storytelling-savvy PR pros an opportunity to take the reins of content creation and management. | MORE »

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If Social Media Is Just Another To-Do List Item, Don’t Bother Doing It

All too frequently, organizations are jumping into social media marketing before they are crystal clear about their core target audience or their brand—or about the emotional connection they want to make. | MORE »

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Case Study: Credit Card Payments Company ‘Runs to the Light’ as Security Breach Puts Reputation and Profits in Jeopardy

Heartland Payment Systems’ willingness to be quick and transparent pays reputation dividends. | MORE »

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Twitter Watch: Followers of Best Workplaces

Google leads Fortune’s Best Places to Work list in number of Twitter followers. | MORE »

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Social Media Helps Drive Agency Optimism

PR News quizzes three agency leaders about the economy’s effect on their business, and finds that clients are looking closely at social media—and at costs. | MORE »

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Social Media Guidelines: Command And Control or ‘Let ’er Rip!’

Empowerment, responsibility and protection are key hallmarks of strong social media guidelines, say the experts. But there’s a fine line between setting hard policies and applying looser guidelines. | MORE »

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PR News Q&A: Former White House Press Secretary Perino Talks PR Education, Fox and BP

Dana Perino is set to teach a public affairs master class at George Washington University—with a little help from her friends. | MORE »

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Translate Word of Mouth With Social Media Monitoring Tools

A comprehensive measurement plan should consist of three parts—gauging the audience’s reactions to a brand before, during and after a campaign. | MORE »

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‘The Media Is the Enemy,’ and Other Dangerous Notions to Disavow

Having a negative attitude toward the media is a self-fulfilling prophesy, and requires serious reeducation and training. | MORE »

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For Crisis Response Web Leader, BP Spill a Marathon, Not a Sprint

The Coast Guard’s Ryan White gives PR News an inside look into the digital public affairs effort behind the oil spill crisis. | MORE »

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