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Today’s communicators follow trends that lend themselves to stories about their brand or organization. Getting the media to bite is another matter, however. To increase your chance of landing a story with a reporter or editor is to think like one.

JCPenney’s decision to revive its print catalog is a stark reminder to PR pros that—despite the digital lurch throughout most business sectors—print remains a viable marketing tool.

Having a thorough understanding of an agency’s capabilities, approach, and methodology contributes to how expectations are set from the start. It’s critical to deliver on your promises and be direct if you think something won’t work as planned.

“The biggest risk I took in my career is also the first risk I took in my PR career: starting MWW. Prior to that, I had never worked at a PR agency. In fact, I had never stepped foot into one.”

Lisa Joy Rosner, CMO of Neustar, doesn’t mince words when describing the state of PR at the company when she took charge in May 2014.

A quartet of communicators chime on how social media is altering crisis management.

In a digital age, spontaneity rules. Social messages that are unscripted and on the fly help to humanize the brand. But messages that seem overly packaged are about as popular as the measles. It’s a different situation when giving a speech (or commenting) on behalf of the brand.

With so many other avenues—namely, social media—available to reach the football audience, brands have started to look beyond TV commercials to capitalize on the big game. Let’s take a look at three ways brands and organizations are engaging the Super Bowl audience without shelling out millions of dollars to NBC.

Shake Shack stirred up some heavy buzz for to its IPO on the New York Stock Exchange this morning. In a foolproof PR move, the company is showing its appreciation to customers as it goes public in a big way—with free food.

We asked PR News’ social media followers to share what they deem to be the defining characteristics of great bosses.