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In our nervous-twitch workplace environment, PR execs who provide media training often face an executive or a team that has received coaching previously. They know—or think they know—the basics and don’t want to waste time on Training 101. How should communicators react? Here are three things an expert media trainer needs to be able to do.

PR and marketing executives fail to use myriad Google channels when they seek to boost their communications strategies.

As companies start to shift from “storytelling” to “storymaking,” or creating organic content that didn’t originate from a slideshow or press release, they have another option to consider: the proliferating number of branded content studios designed to help companies tell their stories.

The first 48 hours of a crisis are the most important because they determine whether the situation becomes a manageable problem or an out-of-control disaster.

In a few months, non-Twitter users are going to be seeing plenty of tweets through their interactions with Google search.

Many trend forecasts focus on the need for increased visual content, the continued shift to mobile, and real-time marketing. What’s absent is whether those are always the right tools.

During an interview with CNBC’s Kelly Evans, Kentucky Senator Rand Paul shushed Evans and told her to “calm down” while he answered a question. Use this interview as Exhibit A when prepping top executives on what not to do when talking with the media.

The measure of a good traveler is how lightly he or she travels. Forget the excess baggage of 2014. Here is a notable short list for PR pros to keep in mind for 2015.

While still early days, the track record among brands trying to develop content marketing programs has been decidedly dicey.

Nationwide Insurance’s Super Bowl ad featured the ghost of a young boy narrating scenes in a life he didn’t get to live because of an accident, and critics didn’t take kindly to it. Still, if you subscribe to the “no such thing as bad publicity” dictum, the spot was a win for the insurer.