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The way some PR pros avoid social media measurement you’d think it was the plague or worse. Yet even those who have little time and budget to devote to measurement can reap benefits, says Danielle Brigida of the U.S. Fish and Wildlife Service. One of the benefits, she says, is that social listening can lead to more informed content creation. Brigida discusses how she measures, what she measures and why.

Our weekly look at trends, news and personnel moves in PR and communications. This week we look at the Bill O’Reilly sex scandal, the Pepsi race commercial and the Arthur W. Page Society’s reactions to fakenews during its spring summit.

When a massive, five-alarm fire broke out on a Saturday evening in busy Gilbert, Arizona, a Phoenix suburb home to nearly 250,000 residents, the Gilbert Fire and Rescue Department partnered with Gilbert’s Digital Communications Department to take a teamwork and technology approach to communication and community outreach. Here’s how they did it.

Right or wrong, media is in the crosshairs. The White House targets the press regularly. Distrust of the press is rising, according to the Edelman Trust Barometer and journalists themselves feel the struggle to maintain the public trust, a new report from Cision says. With media in a precarious state, Starbucks’ SVP, global communications & international public affairs Corey duBrowa believes it’s important for brands to have an alternative and create content themselves. He discussed this during the Arthur W. Page Society’s New CCO podcast. In an in-depth interview with us after the podcast, we asked duBrowa about branded content, storytelling, integration and challenges ahead.

There were many examples last month of organizations screwing up and resulting in crises badly handled. We could have piled on PwC for the Oscars, but given that Hollywood obsessed about it for weeks, it was hard to find much more to say. And of course, we would have loved to weigh in on the great leggings-on-United kerfuffle clinging to Twitter as, well, leggings do. But frankly, in these times, all that seemed trivial compared to a couple of serious crises plaguing America’s military.

In our regular feature that looks at trends in PR, Robert Hastings, the CCO of Bell Helicopter, discusses how critical it’s been for Bell to put its brand at the center of every communications effort it undertakes.

Pinterest is no longer just for brides. Recent data indicate its audience is rapidly diversifying, as men join the network at a growth rate of 70% year over year, although women remain its dominant followers. The site’s audience growth and diversification further underscore the idea that Pinterest is an untapped opportunity for B2B communication pros. Here’s how to take advantage of this platform.

It’s a truism that brands must be on social media. The important question, though, is what platforms are best for your brand? In terms of Twitter, it depends on whether or not you are a B2C or B2B brand, according to data from Shareablee provided exclusively to PR News Pro.

Our weekly roundup of news, trends and personnel announcements in the PR and communications field. This week’s stories include one about fakenews, culture changes at Uber and Wells Fargo, new features for Instagram and a promotion for Coca-Cola sustainability officer Bea Perez.

With the amount of tension in and attention on the Koreas, it was a serious interview. Professor Robert Kelly was expounding on the impeachment of South Korea’s president Park Geun-hye, during a live BBC broadcast. Kelly was sitting in his home study in Busan, S. Korea, talking with BBC News presenter James Menendez in London. As you may know, this interview eventually became a viral video. How can communicators’ video efforts compete with that?