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How more PR execs are leveraging Web 2.0 technologies to streamline their own strategies and operational responsibilities.

A small agency feels the economic pinch and adopts a "distributed" organizational model, wherein employees work from various locations rather than in a central office. The result: cost savings and improved client service. This model, however, is not without its drawbacks.

In addition to a case study, the following offers a step-by-step approach to how you can measure your media efforts.

CSR reporting cannot be the end all and be all. It helps companies identify issues and promote what they are doing well all at the same time. But to have true change within a company, to move from being a company that just reports, there are several hurdles to overcome.

Believe it or not, social media can be measured. The following outlines a program that can help marketers measure Web 2.0 in a way that’s even better than measuring Web 1.0.

Lawsuits come in all shapes and sizes. Those that become “business killers” are in a category by themselves and have increased in frequency in this last recession, especially securities cases. This provides unique opportunities for PR executives. But it also requires us to see the strategic issues in broader terms, and thus beyond the tactical mechanics of “message.”

Over the past few years, the two major healthcare systems serving Dayton, Ohio, and surrounding areas have negotiated marketing partnership agreements with 10 local schools to provide athletic trainers for student sports programs and for naming rights of various school buildings and sports complexes.

As social media comes of age in 2010, so will the legal issues that surround it in terms of what constitutes an endorsement on a blog or by other "word-of-mouth" marketers. Following are several steps organizations should take to protect themselves from social media litigation.

As the economic stimulus plan takes shape in Washington, some clear potential winners are energy efficiency programs, renewable energy sectors such as wind, solar and biofuels and alternative fuel and electric vehicles.

Following are guidelines to use when tracking ROI in your social media efforts: