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Long before “brand journalism” and “content marketing” became sexy buzzwords, custom publishing was connecting brands to their customers with targeted content.

PR has changed radically in the last few years, and the tools in our arsenal seem to expand on an almost daily basis. Perhaps none has been getting as much attention as the advent of branded content.

The irony of a PR executive falling victim to social media isn’t lost on me; however, as a Millennial who lives and breathes all things social, it boggles my mind at how little some of us know about these platforms.

While many PR pros and communicators landed salary increases last year, the percentage increases (for the most part) were nothing to write home about.

Public service announcements (PSAs) are an effective tool for creating awareness about a cause or issue, while generating visibility for nonprofit organizations. Although media outlets are no longer required to air PSAs, TV and radio stations use these announcements regularly to fill unsold airtime and as a community service.

Rather than leave any possible mystery as to how the money is collected and distributed, nonprofits have to be transparent with stakeholders from the get-go.

Since PR pros are often the owners of brand activations, here’s a look at three trends from the 2014 SXSWi festival, along with a quick look at some of the brands that leveraged them.

Although the digital world has made relationships sometimes feel less personal, it also has made it easier for PR pros to research and understand media targets.

Target’s “Thigh Gap” results in major blowback for the retailer.

A new business model is afoot that threatens not only objectivity in reporting and publishing, but also opportunities for earned media. Where is the line drawn to ensure news media is still delivering objective content?