Stories by Samantha Wood

Like any good friendship, the relationship between a brand and its audience on Snapchat should be a two-way street. Matt Johnston, executive director of video at Rodale, worked directly with Snap Inc. to build a Discover platform from scratch. Here, he shares his tips and tactics for how to meet your audience halfway on Snapchat to keep the eager tapper glued to your story.

PR News recently asked its community to tell us who should be listed among the top game-changers of PR in the last few years. Here, we look at game-changer Alyson Roy, a leader in the world of fashion PR. When she was just 23, Roy co-founded AMP3 PR, and has since led the boutique New York-based firm to be ranked among the top fashion PR agencies in the nation.

PR News recently asked its community to tell us who should be listed among the top game-changers of PR in the last few years. Here, we look at game-changer Kelly Rossman-McKinney, who joined forces with John Truscott to establish Truscott Rossman in 2011. Rossman-McKinney truly shines when she is helping her clients through even the toughest times.

PR News recently asked its community to tell us who should be listed among the top game-changers of PR in the last few years. Here, we look at game-changer Steve Cody, who has brought humor to a discipline that takes itself way too seriously. He’s proven that training in comedy can offer tremendous benefits, and has instituted internal and external stand-up and improvisational comedy training for employees and clients alike.

Influencer marketing can come in many shapes and sizes. Some companies utilize outside influencers, and some focus on employees. For Tatiana Holifield-Arthur, senior director of social media marketing strategy at BET Networks, influencer marketing means using its on-air talent to achieve a multiplier effect with the network’s huge following.

PR News recently asked its community to tell us who should be listed among the top game-changers of PR in the last few years. Here, we look at game-changer Melissa Keklak, founder and CEO of MMKpr, which specializes in music, lifestyle and entertainment publicity. Keklak has worked with an impressive roster of more than 40 major brands and music artists, including Mountain Dew, Nike, Warner Brother, Ferrari, Brisk, Hurley, Yesi Ortiz, Hit Boy, Problem and DJ Carisma, to name a few.

PR News recently asked its community to tell us who should be listed among the top game-changers of PR in the last few years. Here, we look at game-changer Beth Monaghan, who didn’t set out to merely establish a PR agency 10 years ago—she hoped to create a family environment in which people have fun together delivering creative ideas to clients. Leading by example, she enables employees to see that they can achieve both a successful, fulfilling career and a great personal life.

PR News recently asked its community to tell us who should be listed among the top game-changers of PR in the last few years. Here, we look at game-changer Bruce Hennes, founder and managing partner of Hennes Communications. He has been a confidant to scores of CEOs, executive directors and other leaders who trust his expertise in preserving and protecting an organization’s reputation. His long experience has convinced him that honesty, fairness and transparency must be at the root of all effective crisis communications.

Hershey is embracing employee advocacy programs as a way to pull back the curtain on life at the company, helping to improve recruitment, retention and reputation. The giant chocolatier has devoted an Instagram account (@HersheyCompany) to celebrate its employees, who in turn use the platform to celebrate the company. Here are some examples of successful posts, as well as four tips to keep in mind when crafting your own advocacy program.

PR News recently asked its community to tell us who should be listed among the top game-changers of PR. Here, we look at game-changer Jamie Diaferia. A former journalist and lawyer, Diaferia founded Infinite Public Relations (now Infinite Global) in 2001, which specializes in providing PR for law firms. Today, the company is one of the largest and fastest growing international communications agencies devoted to the professional services market, and has been named Best Overall PR Firm five years in a row by The National Law Journal.