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If you want to encourage people to read your email messages consistently and stay dedicated to your social channels, without bolting and never returning, the remedy seems fairly straightforward.

The major takeaway of Arthur W. Page Society’s spring meeting was that for PR pros the future is uncharted but, in light of some of the cultural indices, loaded with opportunity.

If you’re not listening to employees closely and vesting them with legitimate responsibilities, they eventually are going to stop listening to you.

Likes, retweets, followers, replies and comments are the surest sign of a vibrant social media presence. But what happens when engagement takes a turn for the worse, when a post is met with criticism, when a reply to criticism is met with additional criticism, again and again?

The death of long-form writing may be greatly exaggerated. But when it comes to distributing PR- and marketing-related content that your constituents will pay attention to (and maybe even share), “snackable” content is the most promising recipe for success.

Starbucks and SeaWorld kicked off integrated messaging campaigns in the last month that were based on the most fundamental premise of good PR: Symmetrical (two-way) conversations are preferable to one-way. Both tightly integrated paid media with earned and owned. And both—judging from media and consumer reaction—failed spectacularly.

Is your to-do list spiraling out of control? Try these six suggestions to tame the beast.

When H.J. Heinz Co. announced its acquisition of Kraft Foods Group recently—creating the third-largest food and beverage company in North America—a smorgasbord of PR accompanied the move.

PR News’ weekly look at the stories that are shaping the world of professional communications.

In PR News’ periodic look at how PR executives got to the pinnacle of communication, Matt Afflixio from Access Communications argues in favor of being paranoid, on time and always better.