Stories by PRNEWS

Implementing a corporate social responsibility program requires more than just building a favorable brand image. It’s also about building a community by helping others. That was Toshiba America Business

▶ The Glacial Pace of ‘Social Business’: A majority of business professionals (70%) believe “that social business is an opportunity to fundamentally change the way their organization works,”

It wasn’t going to be a popular trip. Or a convenient one. Faced with having to shutter a major manufacturing site in Europe, the CEO of a well-known healthcare brand committed to personally sharing news with the country’s head of government, who had been lobbying for its continued operation.

Whatever the discipline, PR agencies are increasingly expected to help their clients not only develop the message, but follow it through to what clients hope will be solid returns. PR News ’ inaugural PR Agency Elite Awards encompasses a potpourri of PR categories.

MyLife.com recently concluded its second annual survey that looked into social media behavior. Edelman recently released a white paper titled, “Sponsored Content: A Broader Relationship with the U.S. News Media.”

Not long ago I returned from three weeks traveling through India by myself. While planning this eight-city adventure, a voice inside my head kept telling me I was nuts: India?

Midsummer is the perfect time for public relations and communications-agency owners and leaders to evaluate their companies’ achievements over the past six months. Many will review work product, staff performance, and new business wins, as well as client results and satisfaction.

There was a time when PR professionals tried to demonstrate the value of their contributions by counting clips and calculating the cost of the placements, as if that space had been bought as advertising. That time was, sadly, now. I’m saddened to hear that that’s still the method some agencies and their clients use.

When Twinkies parent company Hostess went out of business late last year there was an outpouring of sentiment from millions of people for the spongy cake with the creamy filling, which dates back to 1930. Saying goodbye to such an iconic brand was hard to, er, swallow for a lot of older consumers, who equate Twinkies with their childhood.

Personally, most of us know that communication is more about listening than talking. As marketers and corporate communicators, however, our professional training has too often driven us to think of our job as the science of monitoring, followed by the art of persuasion.