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While so much has changed, what clients and customers want when it comes to conferences hasn’t. They want the right people to hear their message. And, ultimately, they want that message to lead to more sales for their organization.

Companies of all stripes are scrambling to recruit, hire and retain social media talent. That encompasses people well versed in content creation, SEO, design, video and several other disciplines that are not in the traditional PR mold.

When the dust of generalizations settles, we’re left with a world where millennials have increasing purchasing clout, and are buying all their stuff through social media. That means that, with a strategic approach to social media management, PR professionals have a great opportunity to cultivate and grow millennials as customers.

The most important thing to understand about getting the most impact out of your social media, no matter what platform you choose, is that cleverly disguised advertising won’t get you very far.

A presentation isn’t about great-looking slides, it’s about ideas that attract people. Refine your point, work out what’s important and make it matter to the other person.

While brand ambassadors are appealing to some companies because they appear more regulated, they simply aren’t authentic and therefore aren’t effective.

It’s an unorthodox (and new) way of getting your message out. Call it press release by piecemeal. Considering how time-poor journalists are these days, communicators increasingly need to have their press releases cut right to the chase.

Even the most popular brands are not immune to rapidly changing consumer tastes.

This year is no exception to the numerous PR crises that have been worsened by faulty actions of crises specialists and clients.

What makes an editorial board meeting a great opportunity also makes it an opportunity for a meltdown if you don’t prepare your spokespersons and/or C-suite executives appropriately.