Stories by Kristina Jaramillo

It’s not enough anymore for PR pros to get their brands and organizations exposure in appropriate media channels. Communicators need to provide their organizations with a ROI.

The promise of Big Data is slowly giving birth to a generation of metrics-driven PR professionals who have embraced stats and trend lines as powerful story telling devices.

Whether they are social media trolls looking to start trouble or people with a legitimate gripe about your products and/or services, PR managers need (in most cases) to address detractors in a dignified way, one way or another.

Today’s communicators need to practice a kind of integrated leadership that allows us to collaborate with others and see the connection points in everyone’s role.

With their dance floors and built-in sound systems, nightclubs would seem to be a natural extension for the Zumba brand.

Communicators know that building a solid corporate reputation could take years—and vanish overnight if the company slips up. That’s why it’s so important for PR pros to play long ball.

PR played a critical role in convincing visitors to return to the Big Easy despite intense negative media attention.

The lines continue to blur between news delivered through traditional channels and through social networking. While many people are now getting news from social media, much of that news is shared from traditional media sources.

The Counselors Academy spring meeting, held last week in Key West, Fla., hit on all the major issues impacting business communications. But two themes resonated throughout the program: measurement and brand impact.

The press release, the seminal tool of PR, has been competing in a jungle of media noise, and only those releases that are well written and creative enough make it through the canopy.