Stories by Diane Gage Lofgren and Holly Potter

It’s not just what you say but how far the reach that counts in today’s world of brand journalism.

To encourage students to stay in school, CITGO Petroleum partnered with the Harris County Sheriff’s Office to launch the “Kindling Young Minds” program across six Houston high schools spanning three independent school districts (ISDs).

As social messaging matures and communicators get a better handle on aligning social platforms to their company’s financial goals, PR managers are increasingly adding a new wrinkle to their social media programs: E-commerce.

In the last few years, social media has quickly moved to the core of marketing communications. As a result, PR executives of all stripes are jockeying to take the lead on social channels. Now it appears as if they’re making some progress.

The number of unique users who are engaged with the microblogging service continues to grow, giving brands and organizations more and more opportunities to drive the conversation.

Giving the media the straight dope is exactly where traditional PR has always excelled. Too many PR pros feel that they’re being choked out even as the media choke on too much unfiltered input.

The art of networking is just as important inside a company as outside of it.

At some point, no matter how sophisticated your data, a human being is going to need to interpret it and take action based on that view.

In order to tie PR to sales, we need to understand the processes by which PR’s outcome (audiences) becomes part of the sales process.

As the tectonic plates of media continue to shift to online properties and social media platforms, traditional media outlets are trying to gobble up competitors and consolidate the assets.