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According to a survey of more than 400 communications professionals conducted by PR News and BurrellesLuce, the two most important media categories that help execs attain their goals are print and broadcast (38% and 24%, respectively), with social media coming in fourth at 15%.

Until now, many companies have ignored social media without suffering obvious consequences, especially in industries that, in the past, have not included a high proportion of social media users. Social media participation was a choice.

Digital communications’ impact on meeting business objectives is more indisputable than ever, but that doesn’t mean executives have abandoned traditional media measures—quite the opposite. A recent survey of PR News and BurrellesLuce measuring goals in integrated marketing programs yielded interesting results.

If you’re thinking of launching a green communications platform, make sure to keep multiple stakeholders in mind.

The question is not how to engage and build relationships online, but how to determine the best mix of traditional and social media in outreach efforts.

Few would argue that social media—blogs, microblogs, social networking sites, video- and image-sharing sites, online forums, opinion sites, knowledge/expert networks and more—have become critically important in the shaping of corporate or brand reputation.

Tonka trucks, Barbie and Ken, Etch-A-Sketch, Cabbage Patch Kids, Beanie Babies—these iconic toy brands were each best-sellers in their own right, having become symbols for entire generations of children over the years. LEGO Systems, the company behind the toy building brick sets, is among these long-standing toy leaders, having emerged as a favorite among children of all ages.

If you think publicity stunts are relics of a bygone era, think again. Creative street theater still has its place—and maybe stands out more in this digital age.

PR News presented its Platinum PR Awards at a luncheon event in New York on Oct. 21, honoring the past year’s most innovative and envelope-pushing communications efforts, and what a year it was.

CSR reporting cannot be the end all and be all. To have true change within a company, to move from being a company that just reports, there are several hurdles to overcome.