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Not every campaign needs a paid/earned/owned media strategy, of course, but most every marketing effort needs an immersive component that will make the respective audience feel vested in the brand.

Here’s a look at PR and marketing news as well as executive changes for the week of February 9, 2014.

PR and marketing executives fail to use myriad Google channels when they seek to boost their communications strategies.

To grow awareness and support for Fair Trade Certified products, the nonprofit leveraged the gift-giving tradition of Mother’s Day by asking consumers: What if the products you give to mom could also celebrate mothers around the world?

In our nervous-twitch workplace environment, PR execs who provide media training often face an executive or a team that has received coaching previously. They know—or think they know—the basics and don’t want to waste time on Training 101. How should communicators react? Here are three things an expert media trainer needs to be able to do.

As companies start to shift from “storytelling” to “storymaking,” or creating organic content that didn’t originate from a slideshow or press release, they have another option to consider: the proliferating number of branded content studios designed to help companies tell their stories.

We are in the midst of a transitional period for communicators, where traditional skills no longer are cutting it. We need some guidance to forge ahead in our careers. In response to a widely expressed call for competency-building support, we identified the skills that are most critical for communications professionals given where things seem to be trending.

JCPenney’s decision to revive its print catalog is a stark reminder to PR pros that—despite the digital lurch throughout most business sectors—print remains a viable marketing tool.

Having a thorough understanding of an agency’s capabilities, approach, and methodology contributes to how expectations are set from the start. It’s critical to deliver on your promises and be direct if you think something won’t work as planned.

“The biggest risk I took in my career is also the first risk I took in my PR career: starting MWW. Prior to that, I had never worked at a PR agency. In fact, I had never stepped foot into one.”