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The Harvey Weinstein sexual harassment story underscores a question faced by many corporate communications and HR pros: What steps should be taken to prevent that kind of behavior among top executives? It starts with education and a culture of accountability, as well as instilling a reporting structure that ensures employees won’t fear retribution.

When it comes to measuring your PR and communications efforts, more is not always better. Janneke van Geuns, head of insights and analytics at Google, says that she has seen communicators who try to collect and track an overabundance of metrics. But collecting more data isn’t going to bring about better insights, she says. Instead, communicators should break through the clutter of unnecessary (and just plain meaningless) metrics to focus on the ones that truly matter to you and your organization.

Back in January 2015, it seemed like such sweet pairing: Dannon and NFL quarterback Cam Newton. Dannon had just made a deal to be the official yogurt of the NFL, and made a side deal with Newton, who would serve as the lead pitchman for Dannon’s new Oikos Triple Zero. What could possibly go wrong? Brands make deals with celebrities and influencers all the time, and we all know that once a deal is signed, the celebrity or influencer will be super, super careful not to do or say anything that might reflect badly on the brand.

Does the process of applying for a job at your company align with the brand message that you are crafting to attract customers? It should, as research shows those who have a positive interaction with your brand will remember it. Applicants who have a bad experience with your brand’s H.R. process also are likely to recall it. Here are some ways communicators can help H.R. provide job seekers with a positive brand experience.

Artificial intelligence took center stage at today’s #MadeByGoogle launch event. The company unveiled a plethora of products aimed at an AI-focused future, including enhanced voice and visual search features in the Pixel 2 smartphone and Google Home device, as well as a beefed-up virtual reality headset, highlighting the company’s shift from “a mobile-first to an AI-first world.”

Let’s make the alleged Tillerson “moron” comment a PR question. You are the person responsible for building and maintaining the reputation of a brand. A senior official makes a derogatory comment about the CEO that eventually becomes public. What do you do? If the senior official leaves the company shortly after making the comment, what message do you convey to staff and stakeholders to keep morale high? What if the senior official remains with the brand?

When measuring social media and website efforts, few metrics can be taken at face value. Every major platform has some form of native analytic tool, and Google Analytics provides a wealth of information on the factors that affect a website’s performance. But by accepting the numbers you’re given and not digging any deeper, metrics can mislead. Here are three common mistakes communicators can make by looking only at the tip of the metrics iceberg.

As communicators we are told to be in the moment. Yet after the moment has passed and the campaign is over, do we take enough time to reflect on what we could have done better or differently? After Bank of America made a disastrous decision, it created a communications autopsy that its communications team applied to future efforts. You can adapt this autopsy for your brand’s needs, too.

PR News recently asked its community to tell us who should be listed among the top game-changers of PR in the last few years. Here, we look at game-changer Jim Abernathy. After an 18-year career in corporate communications with media outlets like CBS, Warner Communications and ABC, he co-founded Abernathy MacGregor, one of the world’s leading strategic and financial communications firms, with offices in New York, San Francisco, Los Angeles and Houston and a network of 51 partner offices around the globe.

Our weekly look at trends, news and personnel moves in PR, marketing and communications. This week’s stories include Wells Fargo back on Capitol Hill; Equifax makes its maiden voyage to the Hill; the former Uber CEO makes a hill of trouble; and Southwest Airlines’s CCO Linda Rutherford climbs a hill.