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When it comes to professional development, PR leader often fall short on understanding the influence of of using frameworks and filters.

Bleacher Report was the top U.S. brand on Twitter in 2015 in terms of engagement, with 20.6 million likes and retweets, according to Shareablee data provided exclusively to PR News.

Who’s the real competition for PR pros, brands in their space or Kanye and Taylor, who’ve become brands themselves?

The 90-second video saw 1.7 million views in 24 hours, eventually soaring to more than 9 million and is now Fisher-Price’s top-viewed, most-shared video.

Sharon Reis, partner at GYMR Public Relations and a speaker at PR News’ upcoming Business Leadership Boot Camp for Communicators on March 14 in Washington, D.C., lists some habits PR pros need to break to take a more business-focused, bottom-line approach to all their efforts.

Rule #1: Your first responsibility isn’t to your PR agency, it’s to yourself and your family.

Apple had to make a choice that would split its audience no matter how they responded to the FBI.

Jill Zuckman, managing director of SKDKnickerbocker and a speaker at PR News’ Business Leadership for Communicators Boot Camp on March 14 in Washington, D.C., shares four recommendations to mitigate the risks of involving the CEO directly in your PR programs.

When it comes to leadership, there are many people who get it right, but far too many people get it wrong.

Even though YouTube shows no signs of slowing, many brands still look at it as either a check box or a content dump.