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As millennials occupy a larger and larger swath of the U.S. population, the one-way conversation that marketers have practiced for years is slowly but surely being eclipsed by more give-and-take between brands and consumers.

Hunt down the hidden gems, find the wealth Have you fallen into a social media rut? Do all of your client program recommendations consist of the obvious channels: Facebook , YouTube , Twitter and LinkedIn

Even with all factors stacked in our favor, we have to work harder than ever to engage even those employees who would seem the most engage-able. No surprise, then, that it can be an epic struggle to connect effectively with our non-wired employees.

Whether you provide communications for a highly regulated brand or a consumer-facing company, there are some universal themes for PR pros to think about when trying to create more shareable content.

In a professional setting, making someone laugh is the most intimate connection one can make.

YouTube, owned by Google, regularly moves the goal posts to try and ensure more quality subscribers and that the best video content floats to the top of the search rankings. What’s your YouTube Channel strategy?

From a corporate standpoint, senior managers have turned their attention to ensuring that their company’s strategy and direction is clear and understood. There are now many questions to explore, discuss and debate with regard to employee communications.

The Military Officers Association of America, with more than 380,000 members from every branch of the armed services, needed to put together an advocacy campaign in an effort to repeal proposed budget cuts for military families. And fast.

Four of the top 10 reputation decliners during the last five years are in the healthcare sector, according to data tracked during a five-year period by brand consulting company CoreBrand.

For the managers and mentors among us, we need to encourage our teams to become even more focused on what—and who—truly matters. Trying to do it all becomes a fruitless exercise with diminishing returns.