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Earned media should be the cornerstone of driving reputation, making up one of the three pillars of today’s integrated media model, which consists of earned, owned and paid media.

The onus is on PR managers to craft blogs that can build awareness, boost visibility and, however circuitously, add to the top and/or bottom lines.

Strong leadership is essential to a goal-oriented, results-driven atmosphere in which the team operates harmoniously.

With many companies going to cheaper, smaller firms, or even in some circumstances, their own employee’s creations, what can brands expect from the agencies in the future?

We’ve heard more than one communications professional say, partially in jest, that entering PR was a way to to avoid numbers. Yet the digital age has made PR measurement a joking matter no longer. You may be risking career advancement should you continue to shun analytics.

Burson-Marsteller rolls out a new Cuba offering, Toyota’s PR chief resigns and the latest Reputation Institute rankings.

In 2013, the American Heart Association|American Stroke Association (AHA/ASA) shifted its focus from PR programs solely supporting the group’s original mission of preventing heart disease, to engaging segments of the population to expand the fight against both heart disease and stroke.

With the intense competition for eyeballs, getting your company’s blog post read can be difficult. Tumblr, for example, hosts more than 243 million blogs, so standing out is critical.

What is the best way to react to negative news? Since many stories fade quickly, is a reaction always warranted? By responding, you run the risk of keeping the story alive and encouraging additional coverage. Still, there are times when a response is necessary to curtail a serious hit to your reputation and/or sales.

At PR News’ Big 4 Social Media Conference, “Captivology” author Ben Parr will discuss the practical applications of his findings about the deep-rooted, primal nature of human attention, and how technology has altered the way attention is captured.