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Change is a constant, and PR pros can learn how to manage themselves and their teams, with the right knowledge. The author begins a how-to series to provide the foundation of change management from a communicator’s perspective, with engagement at its core. The techniques explained will be immediately useful to you, your brand and organization.

At just over 125 years young, The Coca-Cola Company made a decision that its best stories could no longer be contained by traditional paths. With the speed of communication driving faster to keep up with the speed of connection, we decided to transform our corporate destination into an online magazine that delivered at the speed of our consumers’—and critics’—digital lives. With that, Coca-Cola Journey was launched.

The blame for the Moonlight/La La Land mix-up seems to be falling on PwC, caretakers of the Oscar ballots, whose carefully guarded “ballot briefcase” tours the nation each year on its way to Hollywood. The accounting firm tweeted an early-morning statement, but has otherwise remained quiet on social media.

Agencies of the future are not just service agencies. They don’t merely represent and provide counsel for brands. Instead, agencies of the future must also have distribution platforms, which provide data and qualified links, increase creativity, improve testing capacity and short-cut outreach efforts. If an agency is not actively constructing, acquiring or collaborating on distribution platform strategies, then its future may be short-lived.

You might think branded content sites have little organization behind them. Perhaps that’s so at some sites. The branded content portal at monster.com is the opposite, however. Content and staff are organized into three groups: to raise awareness; to (gently) nudge readers to investigate what the site offers; and to assist those who are highly motivated to find jobs.

Are you thinking about starting a blog at your company? You recognize the value it could provide your organization, but how do you make sure the time you invest in it is worthwhile? How do you know if you’re writing the right types of blog posts for your brand and its publics? Here are tips to build a blog that builds your brand.

In today’s personality-driven culture, it’s sometimes hard to sort out whether it’s the guy at the top who causes a crisis or the culture he has created within the organization. Either way, most of the time, a crisis starts at the top. But in 2017, one could make the case that cultural and social norms are exerting a greater influence than the people in charge. The crises we’ll examine here, PewDiePie/Youtube/Disney/Google and Uber’s latest, we would argue, owe as much if not more to changing norms than to corporate leadership.

PR and communications teams increasingly are pressured to own their brand’s earned media space beyond their borders to keep up with – and stand uniquely apart from – competitors. This is becoming true for non-profits competing for donor dollars and has been a constant for the private sector. In this article you will find steps for building and increasing global earned media visibility for your brand.

Does a day pass during your life as a PR pro when you don’t need to write? For those of us who do a lot of writing – and that’s most of us – we will, at one time or another, face an insurmountable case of writer’s block. One day you’re at the top of your game, pounding out pitches, speeches, tweets and press releases like a high-powered printing press, and the next moment you’re struggling to find anything to write. It happens to all of us, but there are always ways to jump-start your creativity. Here are four tips for getting out of a creative rut.

In an era of severely limited organic reach, a paid social strategy that optimizes your budget is critical. But how can you best use promoted posts to reach your business goals without breaking the bank? That was the central question tackled by James Chong, senior manager of social customer engagement at TOMS, and Lauren de la Fuente, vice president of marketing and communications at Boingo Wireless, at PR News’ Digital Summit Feb. 24.