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The bar is raised when a company prides itself on its open culture and encourages employee feedback. Google is discovering that corporate culture is a living creature that needs care and feeding. Some of the activities the company is alleged to have done seem to run counter to the image Google seeks to create.

There are myriad ways brands can deliver key messages to target audiences. Yet some brands insist on taking a cookie-cutter approach to content creation. Just as the press release is evolving slowly with the addition of immersive material, branded content producers will need to take risks to earn audience engagement.

Breaking through the noise arguably is the Holy Grail of PR. Here are five campaigns that silenced the competition, grabbed attention and created plenty of social buzz in 2018.

Americans sometimes look admiringly at their more civil British cousins. More civilized isn’t quite how we’d describe the penalties Britain’s Competition and Markets Authority brandished in the direction of celebrity influencers the other day. The U.S. and its Federal Trade Commission seem far more civilized in their treatment of influencers.

If you’re a Page manager for your brand, and you’ve got a new tab to the right of “Insights” on your dashboard, you’re in trouble. Facebook’s new “Page Quality” tab will appear “when we remove certain content that goes against our Community Standards and when we reduce the distribution of posts that have been rated false by a third-party fact-checker,” the social giant said in a news release. Additionally, the network updated its recidivism policy to combat the practice of users creating duplicate pages to continue to promote banned content.

There always will be a competitor who can woo your best talent with money. Yet businesses that use only monetary incentives to keep top talent can win that battle for a time, but, eventually, they will lose the war. 5WPR founder Ronn Torossian argues employees who share your company’s vision and values are far less likely to depart. Fortunately, communications is key.

Starting on Jan. 18, YouTuber Harry Brewis, known as Hbomberguy to his fans, streamed a Twitch marathon while he played Nintendo 64’s Donkey Kong. The live gaming event raised $340,000 for a nonprofit. Here are three elements that contributed to its success—and that communicators can consider leveraging, should they choose to experiment with Twitch to reach a young audience.

2018 was a difficult year for CEOs and brands, yet the 2019 Edelman Trust Barometer found “my employer” is the most trusted entity. In addition, the 33,000 responders in 27 countries expect CEOs, not government leaders, to help right society’s ills.

You can now find and reach almost anyone through social media, making it a quick and easy way to pitch. But should you? Likely, you’ll succeed only if you’re working on an important story that’s on a journalist’s beat. Here are some tips for getting it right.

The keys to improving your client communications, writes Ryan George, assistant VP of marketing and communications at the wealth management firm 1st Global, are relevance, empathy, specificity and timeliness, or REST. These tips will awaken the messages you send to your target audience.