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Social media has quickly moved to the top of the PR food chain. Sure, communicators have to know their way around social platforms and what distinguishes one social channel from another. But if PR pros want to advance within their organization—and land bigger salaries—they should reconsider some of the profession’s more traditional skillsets.

From the Oval Office to your local watering hole, the upcoming NCAA Men’s Basketball Tournament is dominating conversations and creating buzz.

In the PR field, an effective employee knows how to pitch a story, cultivate relationships with the media and knock out a press release that stakeholders are going to want to read. But there are other facets that make a great employee, and transcend the day-to-day operation, as indicated by an informal inquiry of PR News’ audience.

General Motors’ chief executive Mary T. Barra explained the company’s second massive round of recalls in as many months, saying, “Something went very wrong in our processes in this instance, and terrible things happened.”

Social media measurement should be a holistic snapshot of engagement. Digital communications pros should capture the full spectrum of data.

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.

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.

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