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The level of buzz surrounding “Game of Thrones” and “Avengers: Endgame” is something programmers, studios and brands once took for granted, but today they’re all too rare. They are omni-culture moments, moments that will be recounted over coffee and avocado toast in the office the next morning, moments that spur common conversations that everyone is in on. So, how can brands get in on the action?

PR pros are always ready with a statement for the press. Well…maybe not always. What happens when a situation occurs that blindsides you, like when someone uses gasoline to dry a wet ball field? We asked a group of communicators. Their top response: Never say ‘No Comment.’ Use the opportunity to offer your version of the story or promise to get back to the reporter when you have substantive information.

As we look to next week’s PRNEWS Measurement Conference in Washington, DC, we asked several scheduled speakers to prognosticate about PR measurement’s future. Up ahead, they said, is more data integration and testing of well-established ideas. In addition, tools will be smarter and (thank goodness) easier to use, which will encourage the use of measurement for decision-making.

Bots and automation can help communicators with audience research and faster response times, and fake followers can make you look important. But consumers are smart and want to find a brand they can put their trust in.

To better serve the community, PRNEWS parent, Access Intelligence, brought together what had been separate operating groups. With this restructuring, Diane Schwartz, the longtime leader of PRNEWS and senior vice president of the Access Intelligence Media Group, departed the company after 23 years. When she came aboard, PRNEWS was just a weekly newsletter.

The concept of word-of-mouth marketing has stood the test of time. Even through multiple generations, word-of-mouth remains one of the most powerful forms of marketing in existence. What makes this idea trickier is that it’s not something a business can just buy, like they would an ad. Sure, there are options such as influencer marketing, which has also proven to be a powerful tool. But how does a brand take advantage of the advertising alternative that’s completely free?

It’s an unfortunate reality that some C-suite executives are either unaware or unconvinced of how communications and PR are providing value to their business, which can lead to slashed budgets and high turnover rates. Proving PR’s worth to the C-suite is one of the most hotly anticipated sessions at PRNEWS’ upcoming Measurement Conference April 17-18 in Washington, D.C. Here are six steps you can take to show PR’s value in a way that your company’s leadership will understand.

Communicators know words mean everything. What you say in a press release, advertisement or tweet can make or break a brand. So it’s not a surprise that search engine optimization remains an important strategic tactic on a digital level. Proper SEO makes sure brands get noticed in that continuous quest to the first page of Google, Yahoo or Bing.

In an ideal world, PR, social media and sales departments would be as flexible and fluid as a professional basketball team moving up and down the court. In this behind-the-scenes look at how the Atlanta Hawks integrate sales, PR and social internally, the Hawks’ social media manager, Nic Bell, shares a case study in integration: how the social team unified PR, customer service and sales functions in order to advertise a slate of games against high-profile teams. (They ultimately sold out their entire Black Friday ticket allotment.)

At 1.1 billion users, the mobile app WeChat is a force to be reckoned with. But for most people in the western world, it’s a black box. Communicators may want to take a look inside, as the platform offers many intriguing opportunities.