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PR News and its Media Relations Working Group, comprised of 23 media relations and communications specialists, surveyed PR pros during March and April 2018 to gauge attitudes about media relations today and tomorrow. More than 400 responded to questions about the difficulty of obtaining media coverage, the importance (or not) of investing in media relations and earned coverage during an age of social media influencers and brand-created content.

82% of people actively engage with brands on Twitter, so they want to hear from brands, says Nina Mishkin, brand and content strategy lead at Twitter. Brands, with their understanding of the flow of cultural conversations on Twitter, combine organic conversation with promoted messages in their strategy so they know when to pull the levers.

It is unlikely we’ll read much about brand communicators working long hours as a spate of mergers and acquisitions (M&A) grips corporate America, particularly in media. Communicators will be tasked with explaining what a future merged company will mean to employees, which is the heavy lifting of M&As, argues Larry Parnell of George Washington University. While most M&As fail to provide shareholder value, strong internal communications can provide a foundation for mergers to succeed. Jason Meyer of APCO Worldwide provides best practices for communicating during times of change.

Twitter may have a simple interface compared to other social platforms, but there’s still an awful lot of tact that needs to go into composing a comprehensive message in 240 characters or fewer. When your brand finds itself in the throes of a crisis, that tact can salvage and enhance your brand’s reputation.

In one of his first public appearances since retiring as special counsel to President Trump, lawyer Ty Cobb during an ethics forum in Washington, D.C., offered conventional wisdom for brand communicators mired in a crisis: respond quickly. He also urged people to dial back their hate and demonization of each other in an effort to restore a civil discourse.

Video has become an essential communications tool across all walks of life—including, it would seem, international diplomacy.

At the June 12 meeting in Singapore between President Trump and North Korean leader Kim Jong Un, Trump showed Kim and a group of reporters a video in the style of a dramatic movie trailer. The narrative painted the two politicians as Hollywood film protagonists who hold the fate of the world in their hands.

if you’re applying for a PR job and get called in to meet face-to-face with potential employers, it’s to your benefit to assume that you’re up against a lot of stiff competition. Armed with that assumption, you can take simple steps that are guaranteed to make you stand out from the crowd.

As a reporting powerhouse, Google Analytics has the potential to help communications professionals make more strategic decisions. But too often, web analytics aren’t owned by the communicators who make decisions about content and messaging strategy at their organizations. Here is an eight-step guide to help you develop your Google Analytics strategy for communications.

If the company’s primary goal was to raise awareness of its expanded menu through the campaign, it certainly succeeded. But cheeky campaign aside, the franchise is still known a pancake destination.

And since a short stack is typically made up of three pancakes, we thought we’d serve up three lessons communications professionals can take away from the campaign.

June is Pride month, in which members of the LGBTQ community worldwide celebrate their identity and their right to live their life openly and love whom they choose. With the increase in social acceptance, more and more brands are throwing their support behind LGBTQ causes, not just through verbal support but through monetary donations as well.