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Data shows that “product” stories resonate with the media, particularly when corporate reputations are suffering. Nevertheless, in good times and bad, push product news only when you really have something to say.

After a wave of negative press followed Royal Caribbean’s decision return to its long-visited Haitian port just days after the massive earthquake struck the island in January, the cruise company was able to turn the course of the coverage with consistent messaging.

This simple, user-friendly enhancement meets a genuine need to share information with subsets of friends on Facebook.

Here are some tips for selecting the right people, setting the right expectations and asking the right questions to lead effective story mining interviews.

Examine your green claims carefully and do everything you can to avoid the taint of greenwashing. If something is supposed to be "all natural," it had better be truly all natural.

A new PR News/BurrellesLuce social media management and measurement survey also finds that metrics for social networks are lacking.

Winner: Fleishman-Hillard – @ATTSXS W 2010 Fleishman-Hillard turned to Twitter to help AT&T reach the smartphone users and high influencers attending the 2010 SXSW music festival in Austin, Texas. Using the Twitter handle @ATTSXSW, AT&T showed… Continued

Winner: Weber Shandwick – 2010 Census Issues Management Program Ensures a Complete Count The U.S. Census Bureau had one goal as it geared up for its nationwide polling in 2010: achieve a high return rate on… Continued

Winner: Hunter PR – The Launch of the Kraft Macaroni & Cheese Facebook Fan Page To build awareness of Kraft Macaroni & Cheese’s new Cheddar Explosion product, particularly with moms, Hunter PR launched a new Facebook… Continued

Winner: Discovery Communications – Discover Your Impact Day The stated goal was to “discover your impact,” and what an impact it was. In celebration of its 25th anniversary in June 2010, Discovery Communications embarked on a… Continued