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The best sports organizations in the world are continually obsessed with recruiting the right team members. Building a team that will have the right chemistry to win and then retaining those administrators, players and coaches after they have achieved some level of success are perhaps the twin holy grails of sport.

For months you’ve been painstakingly pulling together interviews from senior leadership, creating graphics to showcase financial data and weaving a compelling story to give a picture of a company for an annual report. The hard copy version is on its way to the printers. And the digital version has been passed along to the developers to be posted online.

Now what?

Sure, celebrate the end of a well-executed project. But what can you do after that? The material you’ve compiled need not stay bound within the annual report’s pages.

The media shouldn’t feel too badly medical-testing firm Theranos is ignoring it ( PRN, Dec 21, 2015). Even Walgreens, which has a deal to set up thousands of Theranos blood-testing sites in its drugstores, received a cold shoulder. The pharmacist never even got a proper look at Theranos’ main testing device, Edison, The Wall Street Journal reported May 26 in a page 1 story.

Considering the rash of certain brands’ ads, not many trust the adage, “Quality over quantity.”

Perhaps a few. Facebook posts by U.S. B2C brands actually fell 13% in Q1’ 16 vs Q1’ 15, according to Shareableedata provided exclusively to PR News. Still, consumer actions with those fewer posts remained flat year vs year. Actions are the sum of likes, shares and comments. Video pulled. B2Cs saw a 60% growth in Facebook video actions on a 40% rise in video content.

It’s a PR 101 conundrum: Charges are made against an important brand; the brand’s stature and the nature of the charges result in press coverage; the brand delays its response and a story is born. The brand then reaches out to the complainants and listens to their charges. Within a few days the brand investigates and concludes the charges are untrue. Some of the complainants agree with the brand’s assessment, while others say the investigation was faulty and demand increased transparency from the brand. The story results in many people thinking deeper about the brand and what it does. For some, the perception of the brand will change, if even just slightly.

This is a grossly simple way of looking at the story about conservative groups saying Facebook’s algorithm has been giving short shrift to stories with a conservative viewpoint. With 1 billion+ people using it each day, including 8 billion+ video views, Facebook arguably is the dominant social platform and a major component of brands’ social outreach.

It’s telling that, in the war between blog mogul and tech tycoon, the most substantive discussion is taking place in the pages of “The Gray Lady.” The Times, for many, is still the number one place to go to learn the facts or let the facts be known.

Donald Trump’s use of Twitter has often influenced entire news cycles, and his proclivity for the platform is well known—often tweeting 10 times a day, once as many as 59 times in a single day. But the question remains: Is Trump actually the person behind his famously contentious Twitter presence?

You’re about to lead a pitch meeting with a new client, or present your PR measurement results to your CEO. Has your mouth gone dry? Butterflies fluttering in your stomach? Voice reduced to mouse-squeak level? You may never be able to quell those butterflies—even Frank Sinatra suffered from stage fright—but you can practice certain exercises to get your voice ready even if your stomach may never follow suit.

Social media is clearly a crucial part of any PR strategy, but it’s also a vast and sprawling world comprised of various platforms and countless users and content creators. Many organizations are turning to volunteer spokespeople to meet this challenge—not only to cover more ground, but also because of the authentic passion that a fan of the brand can bring to the conversation.

Twitter is staying committed to its 140-character limit, but in an effort to free up coveted real estate the micro-blogging network announced that it will stop counting media attachments and other content towards its iconic character limit. Many of the changes will allow users to have more control over their messages by doing away with its current practice of factoring in usernames and media attachments to the total character count.