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A new survey corroborates what PR pros have heard for years, but not necessarily heeded: Social media platforms require constant attention.

“Most of all, I think it is important to believe in what you are doing and in the people who are doing it. If the leader does not have passion for the enterprise, then you cannot expect others to follow.”

Whether it’s how to build a dedicated measurement system or track your media coverage, the underlying priniciple for all measurement is demonstrating that PR performance is aligned with the company’s financial objectives.

If you can’t say it in 140 characters or fewer, does it need to be said? It does. Public relations is not a 140-character profession.

As they wade into the 2015 pool communicators will be on the hook to show positive returns for a growing number of disciplines, ranging from online analytics to content marketing to mobile apps.

The Chinese market is innovating in ways different than what we are used to in the west. Where we see boundaries, entrepreneurs in China envision new ways to combine social media and ecommerce.

This New Year’s Eve, on the video boards of Times Square, Snapchat will give a symbolic announcement of its arrival as a big-time social media player.

In today’s crowded media environment, simply avoiding grammatical mistakes isn’t enough to make your PR content stand out.

The PR fails are easy to remember, the positive PR stories, not so much. But we jogged our memories to come up with a handful of examples of effective communications and solid messaging in 2014.

Communicators are still trying to figure out how to create content for social media that will enhance media relations, boost brand visibility and—here’s the Holy Grail—tie social channels to sales lift.