Stories by PRNEWS

For a campaign with as many moving pieces as LEGO’s “Go Miniman Go,” streamlined communications between LEGO and its agency partner Flashpoint PR was critical to successful execution. Kristin Greene, a principal at Flashpoint PR, attributes the campaign’s success to the following best practices for effective collaboration:

State of the Blogosphere: Technorati’s State of the Blogosphere 2009 report has hit the Web, offering insights into professional blogging activities, brands in the blogosphere, monetization and bloggers’ impact on national and global events. Among this year’s findings and insights:

According to a survey of more than 400 communications professionals conducted by PR News and BurrellesLuce, the two most important media categories that help execs attain their goals are print and broadcast (38% and 24%, respectively), with social media coming in fourth at 15%.

Digital communications’ impact on meeting business objectives is more indisputable than ever, but that doesn’t mean executives have abandoned traditional media measures—quite the opposite. A recent survey of PR News and BurrellesLuce measuring goals in integrated marketing programs yielded interesting results.

1. Employees are blocked • Reach: No impact • Influence: No message 2. Employees have access but aren’t trained • Reach: Marginal impact • Influence: Accidentally on message 3. Trained spokespersons • Reach: Limited impact… Continued

The question is not how to engage and build relationships online, but how to determine the best mix of traditional and social media in outreach efforts.

If you’re thinking of launching a green communications platform, make sure to keep multiple stakeholders in mind.

With events like the 1973 energy crisis, the Exxon -Valdez oil spill of 1989, skyrocketing oil and gas prices in 2008 and the ongoing conversation surrounding climate change and energy conservation, the oil and energy… Continued

Tonka trucks, Barbie and Ken, Etch-A-Sketch, Cabbage Patch Kids, Beanie Babies—these iconic toy brands were each best-sellers in their own right, having become symbols for entire generations of children over the years. LEGO Systems, the company behind the toy building brick sets, is among these long-standing toy leaders, having emerged as a favorite among children of all ages.

Few would argue that social media—blogs, microblogs, social networking sites, video- and image-sharing sites, online forums, opinion sites, knowledge/expert networks and more—have become critically important in the shaping of corporate or brand reputation.