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The practice of news-jacking, or posting about current events, has been in vogue for some years now, but festively themed posts have reached new heights—Presidential turkey pardon, anyone?—as brands race for the highest engagement around the fall and winter holidays. So who’s doing the best job on Twitter this Turkey Day? PR News took a look at some of the top Thanksgiving posts this holiday season in different industries—and what made them resonate with audiences on social media.

We caught up with Muck Rack COO Natan Edelsburg ahead of his panel appearance at PR News’ Media Relations Conference, going down Dec. 6 at D.C.’s National Press Club, to hear what communicators can learn to better interact with journalists on social.

You’ll have plenty of opportunities to devour stuffing on Thanksgiving. When it comes to SEO and content marketing, it’s best to avoid keyword stuffing, writes 5WPR CEO Ronn Torossian. He offers this tip and other pitfalls to avoid in an effort to make your content marketing successful.

Some communicators believe that a brand should always keep its head down during a crisis, focusing on containing any issues internally and speaking to as few members of the media as possible. This is not always the best course of action, though. A sound media relations strategy can not only mitigate your crisis once it becomes external, but also help educate your audience and retain brand trust.

Just in time for the holiday season, Instagram has expanded its offerings for brands handling their e-commerce through the platform, while also giving users the ability to track how much time they spend scrolling through their feed and Stories. New shopping features include the rollout of clickable video tags, collections and a special “Shop” section for businesses selling on the platform. Meanwhile, a “Your Activity” dashboard helps users track how much time they spend perusing their friend’s posts and favorite fashion brands.

Engagement isn’t just for social media anymore. It can be one of the most critical parts of a brand’s ability to recruit and retain the most-talented employees, argues APCO Worldwide’s Kimberly Gardiner. And with budgets tightening, improving employee engagement is a cost-effective way to bolster your employment strategy.

It’s unclear how accurate the NY Times’ account of how Facebook responded to two PR crises is; Facebook says it contains many inaccuracies. The Times says it stands behind its 5,600-word story that took more than one month to craft. As a case study for students and practitioners of PR, however, it’s loaded with important lessons.

PR practitioners understand the need for proof and empirical validation through analysis, measurement and evaluation. However under pressure to deliver results and meet targets, they will naturally default to the simple (sometimes simplistic) over the complex. This contributes to evaluation stasis.

Communicators and marketers often devote a lot of effort to choosing the right words to use in their messages. While words matter, there is an argument or two to be made for also considering the heart when creating a message. And believe it or not, emotion counts when creating messages for both B2C and B2B audiences.

Vaporizer manufacturer JUUL Labs has gotten out in front of looming regulations on the e-cigarette industry by transforming its brand into stewards of legitimate and responsible vape use. Yesterday, the brand announced it would cease sales of its four flavored vape pods in all of the 90,000+ retail stores that currently carry its products, and delete all social media accounts but Twitter.