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Earlier this month PR News asked 24 public relations leaders the following question: How can public relations leaders become stronger strategic business advisers as the lines between PR, digital and marketing continue to blur? Their answers demonstrate these leaders feel PR already is a strategic advisor and will remain so regardless how blurry the lines between PR, marketing and advertising become.

As we know, the best PR pros are constantly learning in a variety of ways. Arthur Solomon argues that even if you lack the money to fund continuing education courses or seminars, PR pros can learn a great deal just by observing the actions of politicians in Washington, D.C. Following up on his July 14 post, here are more lessons from a tuition-free crash course in media relations.

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 Steve Cody, who has brought humor to a discipline that takes itself way too seriously. He’s proven that training in comedy can offer tremendous benefits, and has instituted internal and external stand-up and improvisational comedy training for employees and clients alike.

You can’t always do it alone. To capitalize on a huge trend or event, sometimes your brand needs the perfect partner. Such is the case with the 2017 total solar eclipse. The ultimate eclipse experience involves traveling to an ideal location and learning about the cosmic phenomenon under expert guidance, and Airbnb and National Geographic realized that they could make this a reality by working as a team.

PR News asked a cross-section of senior communicators and academics to share their responses to this question: How can public relations leaders become stronger strategic business advisers as the lines between PR, digital and marketing continue to blur? Their responses varied widely, although most agreed that being attuned to business goals is of primary importance.

With the current new cycle’s emphasis on crises, the need for brands and their CEOs to respond with appropriately has become paramount. Sadly, many times these crises call for communicators to craft expressions of grief. One issue, though, is that some phrases can be overused to the point of losing their effectiveness on listeners or readers. This is known as semantic satiation. Here are tips to help communicators be more effective with the words they use to express grief in public statements.

Influencer marketing can come in many shapes and sizes. Some companies utilize outside influencers, and some focus on employees. For Tatiana Holifield-Arthur, senior director of social media marketing strategy at BET Networks, influencer marketing means using its on-air talent to achieve a multiplier effect with the network’s huge following.

If you’ve forgotten the power of Twitter, or ever doubted it, we can look at examples from the #Resistance movement this week to find evidence of the platform’s might. In the wake of Charlottesville, here are four things brands should consider when determining how/if they should take a stance.

In a crisis, a solid framework can make sure you’ve touched on all the major areas you need to communicate and that you haven’t overlooked something major. When the goal is to demonstrate responsibility and leadership, these “5 C’s” can cover all your bases for a reassuring and competent response.

If you’ve just started working in PR no doubt you’ve learned that the life of a PR pro means juggling a lot of tasks and skills. Perhaps you’re overwhelmed. Worry not. Veteran communicator Andrew Blum has tips and tactics to help as you get acclimated to professional life. And while it’s unlikely your first job in PR is glamorous, it can be a steppingstone to the rest of your career.