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With the spring fever hiring months behind us, PR job hunters might think it’s time to throw their resumes on the back burner until next year. Not so: according to a Bloomberg report, July and October were huge for job openings from 2010 to 2015, lagging just barely behind April for vacancies. Now is the time to look for open positions, and focus on presenting the skill set and demeanor to fit your on-paper selling points if you get called in.

Let’s face it: Journalists can get along without you. You can’t get along without them. Show respect by getting names correct, knowing the reporter’s beat and being familiar with the publication, not pestering editors about when a story will come out, not complaining about the coverage you get, and following these other tips.

OK, so Snapchat has made the grade. This leads us to…the next Snapchat. To celebrate Social Media Day, PR News looked to the future and compiled this list of emerging apps and technologies PR pros should keep an eye on. Then again, maybe nothing on this list will be around for next year’s Social Media Day.

Logos and product design are the fastest form of brand communications. Steve Jobs knew this, and so does Mondelez, apparently. At this moment, news headlines and images are being posted and shared about Mondelez’s $23 billion bid for Hershey Co. A nationwide Pavlovian response surely has followed, as midday workers slink to candy machines, drugstore counters and bodegas for a quick fix.

If you’re looking at an electronic screen as I write this, there’s a good chance you have a craving for a Hershey’s Kiss or two or 10, or for a Hershey bar with almonds, or… Continued

Once you have the basics of Snapchat down, Geofilters are a next-level tool for reaching your audience. It may not be obvious at first how to use both Community (free) and On-Demand (paid) Geofilters to engage an audience, but once you learn how to think about them from various angles, there are several ways to be smart and strategic about Geofilter use.

The shift in focus to paid social media content is redefining, yet again, the role of the PR professional—a topic that David Kellis, director of PR and social media for the Clorox Co., will dive into in his opening Wake-Up Call session at PR News’ Big 4 Social Media Summit in San Francisco. “In the past, we’ve done PR around advertising in magazines and other media. That’s what we’ve come to with social,” Kellis says.

How many times has this happened to you? You’re watching live television or attending an event with family and friends and a CEO or some other public official says something you, as a PR pro, know could spell trouble for the brand that person is representing? Your friends notice you cringing. Should it be your CEO up there, before your friends even notice it, you’re heading to the office or ducking out to make or receive a phone call about what you just heard. It’s part of the job.

Like a custody battle, marketing and PR fight for responsibility for the brand online, with each one handling specific customer interactions and content in a fractured arrangement. On the other hand, many B2B communicators are well positioned to take on responsibilities for digital strategy because they manage a tightly defined media universe where their content must address the entire customer experience. For business communicators, producing and sharing digital content that maximizes sales requires special attention in three areas: data, design and direct access to relationship owners.

In one of social’s least-surprising developments, video is booming. Exclusive data Shareablee has provided PR News is evidence that consumers are engaging with brands’ video at unprecedented levels. And with online video having an estimated ad revenue of $10 billion in the U.S. market, even Instagram, created to highlight still photos, added a whopping, by its standards, 45 seconds to its stingy 15-second video limit for non-brands; brands were granted a full minute early in 2016 to preview Super Bowl ads.