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It’s not just what you say but how far the reach that counts in today’s world of brand journalism.

The number of unique users who are engaged with the microblogging service continues to grow, giving brands and organizations more and more opportunities to drive the conversation.

In the last few years, social media has quickly moved to the core of marketing communications. As a result, PR executives of all stripes are jockeying to take the lead on social channels. Now it appears as if they’re making some progress.

As social messaging matures and communicators get a better handle on aligning social platforms to their company’s financial goals, PR managers are increasingly adding a new wrinkle to their social media programs: E-commerce.

To encourage students to stay in school, CITGO Petroleum partnered with the Harris County Sheriff’s Office to launch the “Kindling Young Minds” program across six Houston high schools spanning three independent school districts (ISDs).

Giving the media the straight dope is exactly where traditional PR has always excelled. Too many PR pros feel that they’re being choked out even as the media choke on too much unfiltered input.

Beth Monaghan, principal and co-founder of agency InkHouse, and a presenter at PR News’ Aug. 15 webinar, “How to Write Effective Press Releases That Serve Your Brand & the Media,” offers three approaches to ledes you should consider.

Knowing exactly how much growth is occurring in social media and, more important, what that growth means is an important part of professional communications.

The 40th anniversary of Philippe Petit’s high-wire walk between the Twin Towers of the World Trade Center sparked some a few thoughts on how PR pros can maintain a work-life balance.

The Yelp lawsuit points to a major issue for companies that make use of online recommendations and endorsements, as consumers may start to fight back. Before you incur a multi-million dollar class action lawsuit, here are some tips for cleaning up your endorsement policy.