Stories by Matthew Schwartz

Cassel Kroll, VP of Media Strategy at Edelman Digital, has some sagely advice for PR pros about building online communities.

Backlash adds to the growing proof that, in a social-media age, consumers get the last word when companies announce changes to their products and services.

When Florida Senator Marco Rubio, who delivered the GOP response to President Obama’s State of the Union on Tuesday night, flubbed a reach for a water bottle, he took to social media to manage the PR around the awkward moment. During the speech, Rubi…

It may not equal Jonas Salk discovering the polio vaccine or Albert Einstein discovering the theory of relativity, but Apple Inc.’s recent discovery of public relations is worth noting. For years the technology and consumer-products giant was notorio…

What was the CEO of Tupperware thinking? On an earnings call last week the executive, Rick Goings, explained to a reporter why the company had flat performance in 2012. “We are a high-quality product and a brand,” Goings said. “Why do we do bette…

A couple of PR-related studies released earlier this month underscore two major challenges that PR pros now face, one that is tactical in nature and the other that is in a more strategic vein. The first study is another reminder that, in a digital age,…

Facebook allows consumers to help shape a brand’s narrative. What could be better than that?

An informal poll on our Facebook page strikes a nerve. Do you concur with some of the responses?

With data an increasingly important element of marketing communications, PR folks may feel like they’re starting to drown in numbers. So one more shouldn’t hurt. But this number is likely to have a much bigger impact on the ability of communication…

Daniel Edelman, the founder the of the world’s largest PR agency, was a pioneer in the field of marketing communications.