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On New Year’s Day 2015, Pinterest will begin selling ad space on its platform to marketers, becoming the latest social media site to open the advertising floodgates on its sought-after audience.

Ringing in 2015 means one thing for sure: the only thing that remains the same is change. Is your organization ready? How will change be perceived by the public, employees, your investors or donors?

With the New Year approaching, The Writer, a language consultancy, collected data on emerging vocabulary from CEOs’ speeches, websites, corporate content and business publications. After having its app audience vote on the best new words, the consultancy came up with a list of words that are expected to take off next year.

The Sony hack provides a lesson in how a brand that become victims of such an attack should conduct its messaging.

With this year’s holiday season in full effect, CrowdTap polled 3,000+ men and women to explore the evolving role of social media during the holiday shopping season. They explored where users are looking for inspiration, seeking promotions and sharing their purchases as well as what influences purchase decisions the most.

No doubt, the press release will continue to evolve. But whatever new form it takes the fundamentals of writing a solid press release (that will get read by the intended audiences) are not going away anytime soon.

Rolling Stone inserted its disputed rape story back into national headlines by announcing that it has asked Columbia Journalism School to perform an independent inquiry into the editorial process behind the article. The journalism school will produce a report on the article, and Rolling Stone will publish that report unedited on its website.

Successfully pitching the media and securing coverage involves relationship building, smart storytelling and careful follow up—not to mention research, creativity and a lot of patience. There’s always room for improvement, and with the New Year approaching now is as good a time as ever to set a goal of working on your media pitching technique.

Your organization’s spokesperson can be a key asset in the success of your communications plan, but only if you provide them with the information they need to do their job.

Sony Pictures has started to stop the hemorrhaging resulting from the crisis. But the film studio remains on the defensive.