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The convergence of PR, advertising and digital tactics offers storytelling-savvy PR pros an opportunity to take the reins of content creation and management.

All too frequently, organizations are jumping into social media marketing before they are crystal clear about their core target audience or their brand—or about the emotional connection they want to make.

PR News quizzes three agency leaders about the economy’s effect on their business, and finds that clients are looking closely at social media—and at costs.

Google leads Fortune’s Best Places to Work list in number of Twitter followers.

Empowerment, responsibility and protection are key hallmarks of strong social media guidelines, say the experts. But there’s a fine line between setting hard policies and applying looser guidelines.

A comprehensive measurement plan should consist of three parts—gauging the audience’s reactions to a brand before, during and after a campaign.

Having a negative attitude toward the media is a self-fulfilling prophesy, and requires serious reeducation and training.

The Coast Guard’s Ryan White gives PR News an inside look into the digital public affairs effort behind the oil spill crisis.

Entertainment value doesn’t equal PR value in reality shows about public relations agencies, and misleading impressions are bound to result from E!’s new show The Spin Crowd.

With all the talk about how companies act during a particular crisis, what happens after the fact? Companies post-crisis should review their actions and measure their impact to discover valuable lessons.