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Brands must devote some of their business to the common good in an era when a majority of consumers demand ethical practices and value-based company missions. It’s in a communicator’s best interest to promote and champion the causes their company is a part of, building loyalty with audiences and improving trust among consumers. Here are four ways to build a successful social good program at your organization.

For a brand with a small team and limited in-house resources, a strategic agency partnership can drastically widen your media relations efforts. It’s important to remember, though, that beyond an agency’s smooth veneer and talk must also be a proven track record. PR News spoke with some brand communicators to learn what they insist on asking when vetting an agency. Here are three questions that any agency should answer before you work with them.

Who among us hasn’t had the calendar alarm go off and been filled with existential dread? Meetings, while necessary, can often drain employees, waste time and leave participants feeling bored. It’s time to shake up the model and make your meetings more productive—even exciting. Here are five ideas to help.

The art and science of media monitoring has been around in one shape or another for more than a century. While it may have been a nice competitive advantage when practitioners were cutting and pasting newspaper clippings, today it’s a requirement. Here are three essential considerations.

Twitter’s marketing department got in on the fun this year, too, launching a hashtag—#BrandBowl53—and announcing the commercials that garnered the most engagement on its platform early Monday. The results of this case study demonstrate many different paths to success on the platform. Here are the grand prize winners of #BrandBowl53, and what those campaigns can teach communicators.

The game in Atlanta was supposed to be about football. That product, though, was a bit dull. Instead the real action occurred before the game started, between plays and after final gun sounded. The image game was all about PR, words (even when they were censored) and commercials.

There are new best practices, new ideas and innovative ways to spread messages, with the landscape shifting and evolving every day. Things move so quickly that reading blogs is an essential way to keep up on the dynamic industry of public relations and communications—even the most seasoned professionals will undoubtedly learn something new.

It’s that time of year again when your belly yearns for wings, nachos and beer—Super Bowl LIII is almost upon us. Millions will tune in to watch the Patriots and the Rams square off on Sunday, but many more will also be watching for the Super Bowl ads, the priciest block of advertising time in broadcast history that are sure to inspire brand wins and losses of their own. Between the ads, the politics that the sport has found itself engulfed in over the past year, and the huge amounts of money being spent, let’s look at some of the biggest PR touchdowns and fumbles ahead of Super Bowl LIII.

Prior to PR News’ Media Relations Conference in December, PR News and partner PublicRelay, a media monitoring and analytics firm, convened a Communications Leadership

The maxim for writers is “write what you know.” Jim Lindheim followed that advice. The former Burson-Marsteller chairman has just written “Spin,” a novel with a PR crisis at its center. In this hybrid column, Lindheim offers a glimpse of the novel and provides best practices from years in the crisis-management trenches.