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When Jayson Schkloven, senior VP and partner of Merritt Group, sits down with clients and prospects these days, he discusses the dizzying array of PR channels that are available to help get the message out.

Immediately following the tsunami that hit Japan in January of 2011, with more than 10,000 deaths and two nuclear plants disabled, Japanese authorities were initially reluctant to act for fear of damaging expensive nuclear equipment and possibly causing wider harm than what had already occurred. Yet this is how almost all corporate crisis responses begin.

A bylined article is only as good as the research that informs it. And a sourcing call is only as good as what you do before, during and after speaking with the subject matter expert.

Maybe we’re not all addicted to the Web, after all.

Nothing can go wrong (ethically speaking) if we are truthful, if we behave in a manner consistent with our values and if we inform our constituents about whom we work for. However, life is never that simple.

Whatever you call your work colleagues, you pay some degree of attention to what they say and do. We work in an era where trust in “people like me” continues to rise, while trust in business leaders drops, as the 2013 Edelman Trust Barometer reported.

Twitter has been grabbing up headlines this week after confirming that the social media platform will soon roll out an IPO. Twitter’s valuation has been fodder for a lot of debate, but from a business owner’s perspective, the platform offers more than just investment value.

How to measure the best metrics for a PR campaign is one of the most difficult challenges facing communicators. Use this checklist to make things a little easier.

It wasn’t too long ago when a social media strategy was essentially setting up a few accounts and bringing in an intern in to manage them. Times have changed and companies are taking the keys away from the interns.

Making people laugh is a surefire way to make your content memorable. However, inserting humor into your branding efforts is serious business.