Seven things you'll learn in this week's issue of PR News
1. It only takes 450 words to communicate a rock-solid strategy to the CEO. (p. 6)
2. Ratios can define trends, shape pitches and help counsel senior management. (p. 6)
3. Name tags can double as card holders at conferences. (p. 2)
4. 29.5% of clicks for pay-per-click advertising on Google are fraudulent, according to three experimental campaigns. (p. 3)
5. Putting 75 words of crisis-related info on your Web site every hour during a crisis will shape employees' explanation to other constituents. (p. 6)
6. The National Zoo's PR team must have multiple media plans every spring; that's panda-breeding season, but it's impossible to know if a panda is pregnant until she actually
gives birth. (p. 4)
7. Web-based crisis plans can help connect a widespread network of employees, manage the 24/7 news cycle and mitigate blogger criticism. (p. 1)