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Three expert panelists weigh in on the hot topics, trends and tools of media relations. What shouldd PR pros be doing to optimize media outreach? What should PR executives be thinking about for the rest of 2010?

Picking the perfect words may not have been as important in the past, but today, keywords are critical to your firm’s digital reputation and whether or not you get found.

A study by Epsilon reveals that influencers can be hard to pinpoint specifically, but they cross gender, age, income levels and channels. The one constant is their tendency to talk about products and events.

It’s safe to say that if an organization hasn’t at least experimented with Twitter by now, it has missed the proverbial boat. Now, three years since the microblogging platform’s launch, PR News speaks with a quartet of social media strategists across nonprofit, B2C, B2B and agency functions to find out how their own Twitter efforts have evolved, and how they are moving their business needle with the tool.

Engaging influential third parties and stakeholders has long been a strategy of PR executives as they look to build awareness and improve the reputations for their organizations and clients. Recent improvements in mapping tool technologies have made influencer analysis more accessible.

The Ethisphere Institute found in its annual survey that L’Oréal, Ford and General Mills are among the "world’s most ethical companies." The institute assessed over 3,000 organizations based on a range of metrics, such as corporate citizenship and governance, innovation and broader "industry leadership."

A new study from PR executive search and consulting firm Spring Associates reveals that base salaries for both corporate and agency PR professionals decreased by double digits in 2009.

The Hawthorne Effect may be more relevant than ever in the time of social media. But here are a few more lessons that emerge from recent research about communications to engage today’s employees.

It’s relatively easy to get people to hear what you’re communicating, but it’s much harder to get them to listen. One way is to ask them compelling questions.

Financial journalists polled in the second annual BackBay-Marketwire Financial Services Reputation Survey said that the finance industry’s reputation has declined over the last year, and financial services firms need to overcome a credibility gap.