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As a PR pro, you’ve heard the advice often: Stick to the basics that you learned in Communications 101. It applies in so many situations, including thinking about paid social, according to PR pros we spoke with about the subject. And, yes, all of them have modest budgets for social media.

It’s too late in the year to plan and execute a new PR campaign. And you lack the amount you would need in the budget for another major expenditure. But your use-it-or-lose-it situation means you need a smart solution, stat. Have no fear: It’s measurement to the rescue. Why measurement? Think of it as an opportunity to demonstrate to your company leadership that you can be resourceful and that you understand the importance of data. In other words, use the rest of your budget in a data-driven media analysis to substantiate the influence of your 2016 PR effort and provide a strategic roadmap for 2017.

A study warranting attention was unveiled during a U.S. Chamber of Commerce Foundation conference recently. Backed by sentiment analysis software from IBM, the objective was to see if companies that were vocal about their CSR received a reputational lift online and, if so, by how much. Part II: Many of us talk about corporate social responsibility (CSR), but can we define it? A recent Aflac study, shared with PR News Pro exclusively found executives in the CSR space have many definitions for it.

“Almost all firms are over-servicing,” Gould says, though small ones, with yearly revenue of $3 million or less, are the major culprits. This largest group of firms often lacks sophisticated time-management systems (one he recommends is ClickTime) and a chief financial officer (CFO) to oversee, interpret and analyze the data such a system produces.

Whose Court? A California court is deciding whether or not to honor a clause that prohibits Wells Fargo customers from suing the bank over the phony accounts scandal. Should the clause hold in court, wronged customers will forced to submit to arbitration, an option seen as more favorable to Wells Fargo.

Instagram might be the best social platform for reaching people who actually like to engage with brands on social media. But there’s only so much a brand itself can do to win followers and inspire engagement. Third-party endorsement from Instagram influencers can make a real difference.

What do you get when you put together a panel of two crisis PR executives and two high-profile reporters speaking to a group of law firm PR people? Answer: a wide-ranging discussion of PR/legal dynamics and how media and PR can work effectively on news relating to high-profile complex litigation.

Kellogg Co. is between a rock and a hard place. On Nov. 29 the cereal giant announced it was pulling advertising from Breitbart, the right-wing news outlet that rocketed to wider recognition after its executive chair Steve Bannon was tapped for the position of senior counselor to president-elect Donald Trump.

It’s official: Snapchat has reached phenomenon status. Dunkin’ Donuts, in particular, was one of the earliest brands to start snapping. Melanie Cohn, social media marketing manager at Dunkin’ Brands, will be speaking on Snapchat content strategy at The Social Shake-Up, May 22-24, 2017 in Atlanta. She shares a few of Dunkin’s go-to Snapchat tactics.

Each December at its Winter Awards luncheon at the National Press Club in Washington, D.C., PR News inducts into its Hall of Fame PR professionals who have played longtime leadership roles, serving as sources of inspiration within and beyond the workplace, and helping to redefine and expand the roles communicators play. They’ve poured much talent and many years into the PR discipline, teaching by example.