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There are many potential metrics, or KPIs, that PR managers and directors can use as the basis to measure what impact social media and digital media have on a brand.

Used to be, PR pros were called only after a marketing campaign was fully baked and asked to knock out a press release and work with the media to get the message out. No longer. These days, the currency for communicators lies in strategic decision-making, as indicated by PR News’ 2014 Salary Survey.

PR communicators need to be aware now more than ever that their content must take into account the changes we are witnessing in digital news media.

Some 3,000 news releases are distributed each day through BusinessWire, Marketwire, PrimeNewswire, PR Newswire and PR Web. If you plan to be one of them, how can you differentiate your message?

The rap on Millennials, or people born between the early 1980s and the early 2000s, is that they are narcissists with an overwhelming sense of entitlement and an underwhelming work ethic.

“Likes” and “followers” remain two of the top metrics that PR pros look to when they track their social media campaigns. Unfortunately, the law of diminishing returns kicked in on those indices a while ago.

A source professionally familiar with Facebook’s marketing strategy says that the social network is currently cutting organic page reach down to 1-2%.

What’s a parent who wants to maintain a successful public relations career to do?

Any thought leadership program should begin with a strategic positioning audit that determines exactly what separates your agency from the competition.

A rapidly changing talent pool is just one of several key trends in PR and communications.