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Taking a cue from the social media model of two-way, authentic communication, The Coca-Cola Company upended the traditional model of a brand website with the introduction of Coca-Cola Journey. The platform serves as a digital destination for Coca-Cola consumers and a variety of audiences including partners, investors, journalists and yes, even critics. Once it had done that, it the Coke team realized it had to devise a new way to measure communications success. So it did.

As the first month of the year comes to a close, there’s still time to take a fresh look at how you build awareness for your brand. We asked Mo Moorman of Aurora Healthcare to share a short case study about how he publicized a hospital and its services.

Tech Initiative: If 2016 was an indication, Finn Partners rarely sits still. After a slew of acquisitions last year, this week it will announce it’s created an initiative catering to brands in the cutting-edge technology space. Called Next Tech, it aims to help brands in artificial intelligence (AI) and other technologies explain their businesses.

For years, podcasting was overshadowed by other forms of emerging media, but it continues to steadily grow in popularity. In fact, more than 10 billion podcasts were downloaded and streamed on Apple devices alone in 2016, an increase of more than 2 billion from the year before. Here, Jason Hoch, chief content officer for HowStuffWorks, offers three considerations for those brands just beginning to explore podcasting.

Canadian brand Tweed, North America’s first federally regulated producer of cannabis, scored a coup in 2016. It struck a deal with Snoop Dogg, one of the world’s most prominent hip hop icons (and marijuana enthusiasts), to market Leafs by Snoop, the artist’s own line of cannabis products. To the layperson, a perfect marriage like this sounds like a product that would sell itself. PR pros know better, though; a good campaign is everything.

Our weekly roundup of trends, news and personnel moves in PR. This week we feature stories about LEVICK acquiring Chase as well as news about the Volkswagen diesel issue.

At a time when American policymakers are looking closely at healthcare costs and questioning the future structure of the Affordable Care Act, their checkbooks remain open to new health/tech ideas that reduce cost, improve institutional efficiency and patient care. Healthcare communicators need to understand the business of healthcare now more than ever.

Our weekly roundup of trends and personnel moves in PR. This week features a story about The Arthur W. Page Center choosing its Icons of Integrity, a counter to fake news.

A roundup of the week’s stories in PR as well as personnel moves. This week includes notes about the presidential election and the good work two PR agencies did to teach kids about giving back.

The reviews were a bit better for Wells Fargo after CEO John Stumpf’s second visit to Capitol Hill in as many weeks. The pre-hearing sentiment on the Hill was a bit better than it had been for his earlier visit to the Senate Banking Committee. Preceding his Sept. 29 visit to a House banking panel the CEO, on Sept. 27, voluntarily agreed to return $41 million of unvested equity and to forego his 2016 salary during an independent board investigation.