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Members of the IPR’s measurement commission and PR News got together with communications pros for a discussion on Twitter, using hashtag #PRChat, to discuss some of the challenges around measurement and what best practices to take into the new year.

Sundar Pichai smiled and looked genuinely human, in contrast to Mark Zuckerberg’s awkward, stilted testimony in September. Moreover, he was artful in response to Congress’ many pointed questions, deploying tactics that helped his brand emerge from the chaos looking measured and thoughtful.

It’s hard to attract the attention of a mass-media journalist at a time when most of the media is absorbed with covering gossipy daily distraction stories, two top-flight D.C. reporters told PR News’ Media Relations conference December 6. Still, there are ways to pitch substantive stories to journalists, including finding a person to profile who’s been touched by a policy decision.

Entering for industry awards is often a major part of PR professionals’ work, but it poses significant challenges. How do you ensure your entry copy will stand out among a slew of other awards entries? And how to best discern exactly what judges are looking for? Lucky for you, the PR News editorial team judges its fair share of industry awards each year, and offers up the following tips for strengthening your industry awards entries.

Tis the season for listicles. With every holiday party or cup of eggnog poured comes a treasure trove of lists recapping significant marketing and communications developments from the last year, along with forecasts for 2019. Among them, Boston-based agency Pan Communications has shared a roundup of what 19 notable CMOs and influencers are expecting for their fields in 2019. Here are some of the list’s top takeaways.

Social video may be the preferred form of content for digital natives, but that doesn’t mean it comes cheap. From hiring a freelance video crew, to pre- and post-production costs and boosting the content on social media once it’s finished, even a minute-long video can give senior leaders sticker shock. So how best to convince your management that great video content is what your brand needs to make its next campaign succeed?

The future appears bright for PR as advertising will cede its authority, a panel of veteran PR executives says. Yet PR pros must be prepared to grab the mantle, bolstering their knowledge and use of technology and working strategically. In addition, communicators must continue to build relationships with clients.

As part of an investigation into misinformation on the internet, a British parliamentary committee has just released internal Facebook emails and other company documents from 2012 through 2015. Released on Dec. 5, the documents were “originally sealed as evidence in a lawsuit brought against Facebook by Six4Three, an app developer,” according to the New York Times, and primarily focus on the company’s use of user data in conjunction with other partners.

It’s an oft-asked question in PR: How do I get media to listen to my pitch and perhaps gain some coverage? A panel of journalists and PR pros offered answers to this query during a session on media pitching at PR News’ Media Relations conference Dec. 6 in Washington, D.C.

It’s easy to forget that social media is a relatively new phenomenon now that it’s so deeply ingrained in our lives. But even as it has grown and evolved over the past decade or so, the rule book for social platforms is still being formed day by day. And it’s remarkably easy for companies, leaders and individuals to screw up what could have been a perfectly normal tweet. As proven by Rudy Giuliani’s recent Twitter grammatical error that unintentionally linked to a domain that was then used by a comedian for a political prank, the book of best practices on Twitter could still use some tweaking.