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In the last two decades the Internet and electronic communications have revolutionized the PR world. But, perhaps, some of the most profound changes still await PR pros and communicators.

▶ Another Excuse to Banish ‘Spray and Pray’ for Good : Mistargeting your messages is a chronic problem in PR—and it’s starting to get worse. According to the 4th annual consumer survey by social Web

Crises come in all varieties, but some are worse than others. The kind the emerge suddenly, but then evolve slowly are the worst, and the hardest to deal with.

At its core, media training prepares a spokesperson for an interaction with a reporter for print, broadcast or Web interviews. In groups or one-on-ones, the session is usually conducted before a specific event such as a product launch, feature interview, industry conference or challenging story; it can also be part of a general skills development session for the individual.

The prevalence of online communication channels have made it more complicated to measure the reputation of companies, while at the same time making reputational smears easier to commit.

Nearly 40% of U.S. consumers said they are unlikely to change their behavior as a result of a discount. Of course, that means the majority of U.S. consumers can be influenced through discounts.

PEER 1 Hosting, a Vancouver-B.C.-based provider of Internet and cloud-hosting services, had been attempting to garner international media coverage by working with a local agency. But PR and media outreach were falling short of expectations.

These days, however, PEER 1 is getting media coverage in first-tier technology publications like GigaOm and TechCrunch, not to mention The Wall Street Journal, on a pretty regular basis, thanks to March Communications.

Since Ed Ney, former U.S. ambassador and past chairman of Y&R, passed away earlier this month, many wonderful stories have been shared among those who worked with Ed. These are all instructive and worth seeking out—he was an incredibly influential man to those of us who knew and loved him.

As we ease into 2014 content marketing continues to play a vital role in generating sales ready leads. As I shared in my previous column, marketing is now accountable for driving revenue. PR, of course, is a part of marketing and must step up to the plate and assume its rightful role in co-creating a strategic content blueprint for generating “Revenue Marketing.”

More than three-quarters (76%) of business leaders view talent management as an important business challenge, according to a recent study conducted by The Boston Consulting Group.