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At Disney’s theme parks, its “cast members” focus on uncovering and delivering on what the customer wants—not just on what the customer asks. Disney staff are taught to identify and respond to the underlying concerns—to build a strategy for success, not just answer a question and leave the room.

Toshiba America Medical Systems, Inc. (TAMS) struggled with ensuring integration. As I’m certain you know, in a fast-paced environment it’s very easy to get caught up in your projects and fail to consider integration, or much of anything besides your immediate team. Over the past five years TAMS has implemented processes that have helped—dare I say forced—its marketing organization to integrate. Here’s how TAMS did it.

The second part of a two-part series about building an employee intranet. This part of the article deals with the actual build and design of the system and why it’s important to keep a beta user team and your C-suite advocates briefed.

Get PR pros together to discuss Instagram and the topic moves to the Instagram Storiesfeature very quickly. That’s to be expected: What some call a Snapchat clone has gained popularity fast. Just weeks ago, barely two months after its introduction, Stories confirmed a TechCrunch report that it already has 100 million daily active users. And, yes, for those in the glass-half-full camp, that means 200 million daily active users of Instagram haven’t availed themselves of Stories. Still, brand communicators are taking advantage of Stories’ capabilities to show a montage-like sequence of photos on Instagram. In addition communicators are excited about Oct. 21 media reports that Instagram is testing live video.

What will the new year mean for PR pros and what skills should they bring with them. We ask 5 communicators what successful PR people will need.

A new quarterly survey of 100 PR agency firm leaders by the PR Council shows tight budgets and proving ROI top the list of concerns as the year winds down. The survey’s results were provided early exclusively to PR News Pro.

A review of the week’s stories, trends and personnel moves in PR. This week’s edition includes Gutenberg’s spinning off Lumina, the mishandled crisis at an amusement park down under, a false alarm over the use of influencers and Fox’s CCO is leaving.

If a picture is worth a thousand words, a social media graphic is worth 40 times that—research shows that visual content is up to 40 times more likely to be shared on social media over other types of content. With some prior strategic planning, strong visual content can become a regular part of your brand’s social media footprint, which will help cultivate an integrated brand voice that will more deeply connect with customers and clients alike.

The Social Shake-Up is May 22-24, 2017 at the W hotel in downtown Atlanta and will bring together hundreds of social media, digital, marketing, PR, tech and communications professionals looking to better integrate social media into their overall business strategies. Our speaker roster of 70+ corporations, agencies and nonprofits will share an out-of-the-ordinary social media success that will equip attendees with the knowledge to effectively break through the noise and drive better business outcomes for their brand.

When it comes to online advertising (outside of social media) there are few better places to be than on Google. The search giant is so essential to the daily lives of connected individuals that few can go a full day without jumping on the search engine to satisfy a craving for information. Luckily it’s not hard to get in front of the 40,000 searches Google handles every second. Google’s AdWords tool lets organizations piggyback on user activity on the search engine to put ads in front of the right people at the right time.