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A lot of PR is about follow-through and follow-up. Read. You have to know what’s going on in the news and how different news outlets are telling stories. Get work experience, put in your time and take internships. You’re not credible without experience.

Content discovery, a native ad unit recognized by the Interactive Advertising Bureau, occurs when an ad or paid content link is delivered via a “widget.” Steve Cody, CEO of Peppercomm, said even the best funded combinations of search discovery tools will fall flat “if the content itself is self-serving and intended to sell products and services.”

Working with external bloggers is an entirely different process than having staffers blog in-house. Issues include recruitment, work structure, FTC regulations and compensation. Then there’s the question of trust.

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.

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.