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Perception of management is usually predicated on C-level executives being able to articulate a compelling vision for their brand or organization. And on PR pros delivering that message.

In PR, it’s not the writing that seems to matter. It’s the tagging and linking that triggers shares, followers, retweets, etc. Soon, journalism schools will dedicate entire classes on writing hashtags.

Working with PR agency Strategy XXI Partners, Arizona Chemical developed content in order to make its sustainability report more accessible, shaping the reporting process into editorial nuggets that could be easily conveyed.

Brand Management at P&G now covers four functions, including communications (the term “public relations” no longer exists at the company). It’s not a sure thing but as goes Procter & Gamble so go many other companies, particularly in consumer markets.

The key is to use technology as a research and organizational tool, not the end-all, be-all solution. These proven strategies will help PR people strengthen their media efforts by relying a little less on technological shortcuts and a little more on targeted research.

Many early adopters realize that data itself is not particularly valuable without the expertise required to interpret the information, and to identify and select from a variety of scenarios to achieve the optimal outcome.

Social Media 20/20 Summit keynote speaker Brian Solis says that PR pros and marketers need to become “experience architects” and not be bound by their previous roles.

Clooney’s public lambasting of a news source that many already regard as untrustworthy is surprising. But his decision to take action and set the facts straight provides an example of how the target of a negative story can fight back against irresponsible journalism—and win.

Companies can avoid ethical lapses in judgment by creating a listening culture that takes their audiences into account.

This piece makes the case for why PR professionals need to leverage visual media and encourage clients to tell brand stories with arresting images.