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Contrary to conventional wisdom, PR measurement should inspire (rather than thwart) creativity.

It was the best of days; it was the end of days. So exactly how does a brand prepare for the Mayan Apocalypse?

Zumba Fitness, the international dance-fitness program catering to roughly 14 million people in more than 150 countries, was looking to shake things up for its brand.

Every day we are reminded of how digital communications platforms, including social networks, have changed how people interact with each other and how they expect companies to interact with them.

When we talk about the return on investment for social media, PR executives and their marketing counterparts are grappling with the same question.

Facebook is the top global brand for the third consecutive quarter, generating $730M of Impact Media Value, according to General Sentiment’s report.

Seven Things You Will Learn in This Week’s Issue of 1. JCPenney may need to craft a “behaviorial message,” to stop the bleeding following Ron Johnson’s firing. (p. 1) 2. Nearly 20% of employees

▶ Vying for Virality: Video is King: Social-media users are about twice as likely to engage in video content than non-video content, according to Adobe ’s 2013 Video Benchmark Report. And while videos

The Barcelona Principles, which were adopted in 2010 by several PR industry groups, are comprised of seven precepts that serve as the foundation of how the industry should measure communications. The

For decades JCPenney was able to appeal to customers who were conditioned to buy with coupons and discounts. That was its market position and its essential brand message. That changed dramatically in 2011.