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With digital/social communications in the forefront, and with corporate and CEO reputations at an all-time low, why aren’t more leaders dipping their toes into cyberspace, at least in the shallow part?

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.

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.

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

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

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.

Idil Cakim, Senior VP of Interactive Media, GolinHarris The word on the street is that Idil Cakim is demystifying a critical but underused communications tool: word-of-mouth marketing. As senior VP of interactive media in GolinHarris’… Continued

Winner: Mom Central Consulting – ABC Brand Ambassador Campaign Both online and offline communications platforms aided in Mom Central Consulting’s effort to spread the word about ABC shows daytime shows General Hospital and The View. The… Continued

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: Levick Strategic Communications – Supporting the Search for Morgan Harrington When college student Morgan Harrington went missing, Levick and the Harrington family turned to social networks to raise awareness and generate leads. After launching main… Continued