Subscription Content

HAI, Inc. partnered with Cone Communications to develop and launch ReThink: Why Housing Matters. It challenged Americans’ misperceptions about public housing by reinforcing its benefits through compelling story telling initiatives.

Amid the plethora of online media channels, the primary role of PR pros remains the ability to reach reporters and convince them that a story has value for their audiences.

The growing challenge of how to develop (and sustain) content marketing programs was cast into the spotlight earlier this month when Verizon Wireless shuttered its Web publication, SugarString, a little more than two months after its debut.

PR pros must be excellent storytellers. Today that means tailoring material for a variety of platforms and being familiar with all aspects of your company’s or client’s business.

While all organizations need some level of public trust in order to continue to operate, the American Red Cross and Uber are dealing with severe issues regarding trust and reputation.

Doug Spong talks about what it takes to become a PR leader and the key lessons he imparts on his PR team.

While many brands have invested heavily in owned-media, it’s not all rainbows and unicorns for PR teams looking to own the mantle of official corporate storytellers.

The discussion about how PR pros can get a “seat at the table” is a perennial issue. In many organizations there hasn’t been an expectation that PR could or even should drive business results. When you think like a C-suite executive about business value, you can creatively implement meaningful measurements that connect to the overall health of your organization.

The pace of change in the PR practice is expected to accelerate in 2015, as more and more communicators take on a strategic role for their companies and clients and online media channels claim an expanding share of marketing budgets. To help you plan for next year, we asked PR pros what they see on the road ahead.

Businesses large and small are starting to invest increasingly high percentages of their promotional budgets in social media. A consensus on just how this social media investment impacts their top- and bottom-line revenue continues to be elusive, however.