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In the social media world, the process of turning an individual into a so-called thought leader begins with “content.” Initially, this involves creating and posting blogs and comments on others’ blogs, but also includes creating and posting other written content, such as white papers, case studies, and eBooks.

PR execs are not supposed to parrot the boss. At least on paper. Despite the tremendous changes throughout the PR field, one thing remains a constant: The ability of PR managers to take an alternative… Continued

Kmart’s “Ship My Pants” video may have offended some, but largely it built positive feelings and goodwill towards the brand.