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Demand for public relations agencies continues to grow. But with the entire concept of strategic communications quickly evolving, the business model of the agency needs to be reassessed and, often, modernized and right-sized. Here are some considerations as a jumping off point.

In this regular feature, PR News asks movers and shakers in the industry to share a little bit of their personal history and personality through answering a series of 10 questions.

PR pros can learn much from the messaging of businesses, organizations and government agencies during hurricane season, from communicating in a calm, measured tone to what language should be avoided. While some may lose reception in the thick of a storm, a sound social strategy during prep and recovery can help many withstand, and, if necessary, rebuild.

During our Aug. 22 PRNEWS Webinar, “Boost Coverage With Your Own Brand Newsroom,” Jennifer Nycz-Conner, director of brand communications at Hilton, Kevin Deane, digital design director at Northeastern University, and Jen Schertz, senior communications manager for Certified Angus Beef, discussed their organizations’ journeys to build and nourish in-house brand newsrooms that gain the attention of the media and appropriate audiences.

An internal struggle can emerge, reminiscent of impostor syndrome—the worry that everyone else has it handled but you. Deadlines and extra channels go hand in hand. How can a communicator be expected to stay on deadline when they’re constantly translating company news across multiple channels and formats, seemingly without end?

Most of the time you should just say no to Facebook, target tweets carefully and, most importantly, embrace LinkedIn and its tools. LinkedIn exists to help people and businesses connect, and an effective strategy will put your story in front of a large audience. It is best used as a platform to highlight your thought leadership, announce the good stuff you’ve got going on, and put your savvy people up front to let them shine.

On Monday, PepsiCo Inc., the parent company of Frito-Lay’s iconic Doritos chips launched a new advertising campaign during the annual entertainment celebrating the pulse of youth culture—the MTV Video Music Awards. The campaign, titled “Another Level,” removes all logos and names from Doritos packaging, leaving behind unmarked bags of blue and red, and the archetypal triangle snack shape.

It can be difficult for brands, large and small, to ensure their CSR efforts truly make a difference. For brands on a budget, it’s even more difficult to gain a foothold in philanthropy. FleishmanHillard’s Judith Rowland proposes several ways brands with modest CSR funds can make an impact. For example, she urges them to look to fill unmet needs. And there are plenty of them, she argues.

Nearly everyone in PR has heard the order from someone in the C-suite: “I want to be in The NY Times or the Wall St. Journal.” Getting your story in a major outlet is not a media relations strategy. Michael Brito, an EVP at the Zeno Group, proposes a balanced media relations approach, including pitching stories to smaller publications where they may resonate better with readers. He uses data to bolster the logic of his proposal.

From its leveraging of fan affection for the character to communicating gratitude in the face of uncertainty, Marvel’s handling the uncertainty of its film future with Spider-Man is a masterclass in how to say “I don’t know” to your stakeholders with a delicate touch. Whether on quarterly earnings calls or organizational restructuring meetings, communicators should take note of Marvel’s tact for the times when we need to navigate uncertain waters with our own teams.