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For PR execs—regardless of whether they work in public affairs—speechwriting and/or ghostwriting is an increasingly critical aspect of communications.

Debates about responsibility are beside the point right now for the laundry detergent manufacturers. Before a groundswell of public opinion rises demanding that the products be taken off the shelves, real plans to reconsider packaging and labeling will have to be announced—and soon.

Below are a few reasons you should establish customer support on social media, and a few best practices for doing it – plus a few big blunders to avoid.

Call it disruptive or innovative—in the context of digital PR, the terms are relatively synonymous these days. Either way, the Taco Bell “blackout” serves as a compelling reminder that, as online communications become commoditized, PR pros are on the hook to create unusual campaigns that grab the attention of consumers and the media alike.

Millennials have an insatiable appetite for social media and mobile communications. But their elders are not too far behind when it comes to where they spend their time online.

Jump-starting a sense of urgency is vital, whether you want to initiate change or weather it. But urgency isn’t about speed. It’s about propulsion.

Oscar Suris, executive VP and head of corporate communications at Wells Fargo, talks about the importance of sharing stories, life in a post-banking crisis universe and what he does to unwind.

It is becoming increasingly difficult for brands to be heard amongst the (visual) clutter on Instagram. To break through, it’s important to focus on building authentic relationships.

Brands and organizations of all stripes have spent the last few years moving to a digital-first marketing strategy. But they shouldn’t get too comfortable, as the digital-first approach is about to get eclipsed by the mobile-first approach.

Stronger alignment among PR, marketing and advertising executives is one goal shared by brands and organizations, at least on paper. Despite the best of intentions, however, many PR, marketing and advertising pros have been stymied by a siloed business approach, senior managers who are reluctant to start collaborating on their media budgets or, in many cases, corporate inertia.