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Whether you think Millennials are going to save the world or be the end of us all, they have a lot to live up to and even more to overcome.

These tips from Krisleigh Hoermann of the American Heart Association, and a presenter at PR News’ Big 4 Social Media Conference, will help you be smarter about the time you’re investing in Twitter on behalf of your organization.

The opportunity to create great campaigns with clients is one of the most rewarding aspects of working in PR, but how do you part ways with a client when things aren’t working out?

The first step in proving the value of social media to the C-Suite is to measure your brand’s social media engagement.

Rookies, by recognizing that they need help and guidance, immediately bring multiple experts to bear on the same challenge and increase the likelihood of rapid, successful resolution.

In a crisis situation, your physical presence can say just as much as the message you are delivering.

Almost everyone has a phone in his/her pocket with more power than the computer we used to get to the moon in the ’60s. And consumers assume that next-generation technology will be twice as good. This is democratized technology at a global scale. How do communicators manage in this environment?

In PR, focus is hard to achieve, especially when everything feels so urgent. But with a little muscle memory, focusing your words, your actions and your goals can be manageable.

Visual storytelling helps brands inspire and engage with their audiences better and faster than text-based messaging. The trajectory of social media has always been toward more visuals, and the platforms gaining the most popularity these days—Snapchat, Instagram and Periscope among them—are all based on sharing images and videos.

Even the most beloved brands shouldn’t assume they are good to go with their customers, who are just a click or step away from turning their attention to your competitor.