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Take a glance at various data firms and news outlets that track communications and marketing trends. If there’s one that failed to mention Facebook Live (FBL) as among the top communications trends of 2016 we’d be surprised. We include ourselves in this, with IBM Global Technology Services’ digital experience manager Brandi Boatner saying in these pages last week that FBL had just gotten started last year and predicting it will be far bigger in 2017.

My take on the new year is different in its emphasis: 2017 will be when we realize that the land rush associated with new channels and platforms is over, and we no longer have excuses for not focusing on the key elements that drove PR for the century before digital media: quality and credibility. Yes, we’re at the tail end of a few years’ window when you could get ahead simply by posting more frequently to your brand journalism site than the laggards. Google rewarded sheer quantity. And you could get a bunch of free followers by jumping onto Facebook before your competitors, and then Twitter, and to some extent Instagram. This channel-hopping seemed like the new normal. But in the grand scheme of the history of marketing, it will be viewed as an outlier on the front end of the digital revolution, where fundamental rules got bent for a while.

Sometimes it seems hopeless: Millennials on your team have different attitudes about work and rewards than you, the slightly older professional who manages them. What are these differences? Do gender and years on the job influence these attitudes? And likely you’re thinking about the bottom line: Can answering these questions help your communications team and the company you work for modify culture and processes to better nurture and retain millennial talent? Can you adopt best practices to appeal to millennials who’ll be entering the workforce in the future? The issues are far from academic: Millennials comprise 35% of today’s workforce, and are its largest generation. In addition, they’ll be leaders in PR and communications for the next three to four decades.

As public companies prepare annual reports, corporate communicators and investor relations also need to consider how their business narratives will change in response to the growing demand from institutional investors for disclosure about environmental, social and governance (ESG) factors.

Our weekly roundup of trends, news and personnel moves in PR. This week we feature stories about LEVICK acquiring Chase as well as news about the Volkswagen diesel issue.

Since President-elect Donald Trump is a controversial figure to say the least, it’s difficult to tell exactly what the impact of an endorsement on a brand’s bottom line would be. Is increased enthusiasm from Trump supporters canceled out by antipathy from his critics, or does one side weigh more heavily than the other—and is the equation different for a New England brand like L. L. Bean and one anchored in Trump country?

Given the rapid pace at which we digest information, expert crisis management is the best defense against a brand reputation meltdown. Managing the flow of harmful news articles and social media posts is a delicate craft, best handled by PR pros with a balanced approach—neither dismissing the seriousness of claims, nor issuing a hasty apology. One such PR professional, George Atallah, assistant executive director of external affairs at the NFL Players Association, spoke on crisis PR with Doug Simon, president and CEO of D S Simon Media, at PR News’ Media Relations Conference in December.

Facebook has announced several new features communicators can use to more effectively measure and broadcast quality content to engage audiences. The update includes six distinct features that will help stabilize footage, increase flexibility and collaboration for multiple admins and improve metrics and views post-broadcast. Here’s a breakdown of all six updates and a few ideas on how communicators can start putting them to good use.

Many organizations make the mistake of not planning for a crisis, thinking it’s either superstitious or somewhat futile. But when dealing with a crisis, you need to be fast, transparent and most of all, prepared, says Linda Rutherford, vice president and chief communications officer with Southwest Airlines. Here are three lessons she has learned from the airline industry and beyond.

Snap Inc. is testing two new ad features on Snapchat this month. The first feature addresses one of advertisers’ perennial complaints about Snapchat, allowing users to swipe up to be directed to another app; the second aims to make user sign-up processes for ad products more seamless via autofill.