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It’s an occupational hazard for many companies: If the legal squad and the communications crew are unable to find a way to be responsive during a crisis, you’ll be left at the starting line while negative messaging runs free, the opportunity to protect your reputation gets lost, and your inability to respond weakens.

PR managers and directors may think that a robust social media strategy means having brand presence on every last social channel. Yet they may want to maximize their social strategy by being more selective.

Unlike other social media platforms, LinkedIn is almost exclusively tailored to professional connections, which makes it an effective tool to protect and build your brand online. But are you making the most of it?

In an ideal partnership a brand and its media partner will share a like-minded audience, and both parties will have clear goals in mind for the campaign.

These tips from Krisleigh Hoermann of the American Heart Association, and a presenter at PR News’ Big 4 Social Media Conference, will help you be smarter about the time you’re investing in Twitter on behalf of your organization.

The opportunity to create great campaigns with clients is one of the most rewarding aspects of working in PR, but how do you part ways with a client when things aren’t working out?

The first step in proving the value of social media to the C-Suite is to measure your brand’s social media engagement.

Rookies, by recognizing that they need help and guidance, immediately bring multiple experts to bear on the same challenge and increase the likelihood of rapid, successful resolution.

In a crisis situation, your physical presence can say just as much as the message you are delivering.

In PR, focus is hard to achieve, especially when everything feels so urgent. But with a little muscle memory, focusing your words, your actions and your goals can be manageable.