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There were so many candidates for Image Patrol this month, and with the year ending we decided to forego the usual comparison of two brands and instead create the ultimate image disaster list for 2016. This PR News Pro premium content is offered to you free in the spirit of the season.

[Editor’s Note: Due to popular demand, Rebecca Haynes is back with us to provide gift ideas for the discriminating PR pro. And in accord with the findings of the PR News Pro Salary Survey, Rebecca has listed few gifts that cost more than $40.]

Facebook: Almost Everyone’s Doin’ It: How many times have you heard it said that everything flows from the top down? Well, not quite everything. In the case of social media, some CEOs trail their employees, particularly communicators. That needs to change, at least for CEOs using Facebook for business, Facebook says.

Each year at this time we ask communicators what issues loom large for them in the new year. Last year integration, mobile and content dominated (PRN , Nov. 16, 2015).

PR pros need to think ahead and anticipate the future—so figuring out the top trends in the industry for the coming year always will be important. Will there be something totally new coming to light in 2017? Perhaps. Here are seven trends for PR pros and communicators to consider.

With the New Year only a few weeks away, now is an ideal time to reflect back on the past year and look ahead to 2017. The public relations industry saw its importance elevated in 2016 due to a number of high-profile corporate missteps. There are a variety of lessons 2016 taught us but one thing is inarguable: The PR industry is primed for significant growth. Here are five PR trends that will help shape our work as PR pros in 2017.

As organic reach increasingly becomes a thing of the past, winning a budget for paid social—and proving out its value—is a must for any brand’s social strategy. But that doesn’t have to be a scary thing for those making their foray into the paid social world. As Facebook continues to roll out product updates—and other platforms grow more sophisticated in analytics, tracking and even marketing automation—the opportunity to leverage paid social content into real-world results has never been better. Here are some tips on how to approach promoted posts.

Google Analytics can be a powerful tool for measuring the effectiveness of PR work—but only if you know where to look. New users can easily be overwhelmed by Google Analytics, falling prey to “analysis paralysis” in trying to navigate its many moving parts. Here’s a quick checklist of where to look, and what to look for, as a primer on navigating all of that data.

The choice to use a picture without any dark-skinned people to pat oneself on the back for “diversity” is an odd and ill-informed one. The lesson that communications pros should remember is that visual storytelling is a language—a language that, though as rich and nuanced as any language can be, relies heavily on the first impression, the momentary glance.

Live streaming has seen a huge surge in popularity this year, and Facebook Live has provided communicators with a powerful new platform to share their brand stories. Despite its popularity, it’s difficult to show ROI with Facebook Live campaigns, and it can be tricky to ensure your audience is ready and waiting when you go live. Karen Vega, director of social and earned media activations at Viacom, has brought a potent combination of influencer marketing, measurement and media outreach to her Facebook Live strategy. She offers some tips here.