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Thought leadership: It may be on your C-suite’s wish list, but like many PR goals, the buzz phrase needs to be broken down into executable tactics in order to be both meaningful and achievable. At the PRSA International Conference in Indianapolis, David Siroty of Coldwell Banker Real Estate and Lindsey Turrentine of CNET broke down their own tactics as they spoke about the fruitful strategic partnership their brands have worked toward in the last decade.

Like you, perhaps, Stephanie Elsea of the American Heart Association doesn’t have an unlimited budget for videos. What she does have is firsthand experience in keeping AHA’s video strategy under budget and an arsenal of time-tested, go-to tools. Here are six of Elsea’s tried-and-true resources, as well as recommendations for when and where to use them.

An infographic illustrating how quickly crises can move, spread around the globe and ruin a brand’s reputation.

We’ve told you numerous times that video is booming on social, right? The data that Shareablee provides exclusively to PR News Pro shows video powering strong increases in consumer engagement. There are exceptions, however.

In part I of this story in our Oct. 17 edition we looked at how brands can strengthen their YouTube content without spending too much money. This week we’ll explore several best practices for measuring your YouTube efforts. Need an incentive to make sure your brand is engaged with YouTube? How’s the fact that 88% of all video searches result in a YouTube video? Or that after behemoth Google, YouTube is the largest search engine?

Those outside the corporate world can be blissfully unaware of how unwieldy a corporation can be, especially when it comes to getting new initiatives implemented and everyone on board, paddling in the same direction. But effecting change across large organizations is more often like slaloming the Titanic through a gantlet of icebergs. The lurking danger, just under the surface, is lack of communication.

This weekly feature asks communicators to spot trends and discuss their reactions to them. In this edition we hear from Kira Clayborne, senior manager, digital media, Church’s Chicken. Clayborne discusses how brands should react when it finds fans speaking for them on social.

No matter your industry or subject, creating a plan to reach goals that will help you arrive at your destination also can assist you to better understand the scope of your communications and marketing. A plan will help you stay organized and make adjustments in case you run into unforeseen challenges and obstacles. It also can help you reduce processes into small, achievable chunks for accomplishing tasks that you’ll need to do to overcome challenges. Here are five steps to help you write a strategic communications plan.

A weekly roundup of the week that was in PR and a brief look at personnel moves. This week’s edition includes stories about Dunkin’ Brands, Spong’s new name, Ketchum’s WonderLust 50+ study and the founding of American Women in PR.

More often than not, when building a new business from scratch, there are zero dollars available for marketing or PR outside of creating a sleek, legitimate website. However, many professionals do not realize how much marketing can be done on the part of the business owner at the beginning, and at no cost other than time and some effort.