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The CCO often is seen as a brand’s last line of defense, in theory supervising what the brand releases externally and monitoring and sometimes responding to what is said about the company outside the corporate walls. In the Netflix case, though, the CCO was the person who made the insensitive remarks. Twice.

It’s one thing to have an active social media strategy. It’s quite another to measure its success and adjust accordingly to achieve program objectives. As VP, audience engagement, for Audubon Society, Elizabeth Sorrell has an intimate knowledge of social media measurement trends and will share her expertise at PR News’ upcoming Social Media Summit.

Now that Instagram considers everyone to be a creator on IGTV, we all can learn from the numerous ways that brands are crushing it with their photos and videos on the platform this summer. While brands aren’t exactly pumping out the summer fun on IGTV just yet, here are three examples of brands that have perfectly captured summer elsewhere on the platform.

PR is at the beginning of its journey with measurement and data. With digital metrics so readily accessible, communicators have never been more able to accurately identify how their messages are received, track how brands are viewed in the market and even detect looming crises. Though using data can be intimidating, admits KPMG’s global communications lead Megan Dubrowski, she’s come to an epiphany: Use data to tell a story.

Brands need to understand that a Facebook Live audience will be joining cold and that they are most likely going to be distracted. “Many brands have interpreted Facebook Live as being like TV and have taken a chat show approach to it,” says FleishmanHillard’s Chris Jackson. “Facebook Live and TV could not be more different.”

In today’s oversaturated, mile-a-minute news cycle, it can feel impossible for PR professionals to get the attention of the right journalist at the right news outlet at the right time for their brand. But though there are certainly no foolproof formulas to hit the jackpot every time, you can increase the chances of your pitch getting noticed with some tried-and-true methods from communications experts like Scott Dobroski, senior director of corporate communications at Glassdoor. Here’s some of his advice on how to get your email pitches noticed.

Conventional wisdom held that brands should avoid weighing in on politics or social issues. But as research reports and surveys show, consumers now want brands to stand for something beyond goods and services. That said, brands wade into the political world on several levels, although they do so at their peril, and sometimes their motivation is unclear.

Right or wrong, many executives think the only media that matters is the Wall St. Journal and the NY Times. OK, so how do PR pros get their brands a mention in one of those papers? We turn to someone who’s climbed that mountain. Frederik Bjørndal, who heads media for N. America and Europe for Novozymes, a bio-solutions firm, provides a checklist for getting your pitches read and covered.

Back in October 2016 John Roderick observed that candidate Donald Trump had jettisoned the word “apology” from his campaign’s PR playbook. Nominee Trump refused to apologize and instead attacked accusers. That tactic worked well enough to propel Trump to victory. Now facing growing condemnation of his immigration policy separating children from families, Trump is sticking to that tactic. It will be interesting to see if/how he communicates a revision to immigration policy.

Just three days in, the 2018 Cannes Lions International Festival of Creativity’s increased emphasis on influencers and creators can be felt everywhere. Cannes has made no secret of restructuring its nine staple awards, removing more than 100 subcategories. It also added categories, the net effect of which is an increased focus on the power of influencer-led storytelling. Following suit with the restructuring, two massive social platforms unveiled timely tools for advertisers and influencers.