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The fundamentals of communications are timeless. The art of telling a great story, the science of selecting the right channels to share our story in and the nuances of language always have been and will continue to be critical to success.

We hear it repeatedly—brands should avoid entering the social media arena if they have no intention of joining the conversation with consumers and other influencers.

No Coal in Edelman’s Stocking: There are plenty of PR lessons in the news surrounding Edelman’s decision to end ties with coal producers and climate change deniers.

Back to Barcelona: With it being Measurement Week in North America (please see page 9), it’s important to note the International Association for Measurement and Evaluation of Communication (AMEC) launched an updated Barcelona Principles, which it’s calling Barcelona Principles 2.0.

A brand’s reputation can be dented faster than at any time in history, in large part due to social media. That’s why the 75 Fortune 500 CCOs who responded to the study said their top priorities included protecting the brand against fallout from social media attacks.

We asked Margot Sinclair Savell, the North America co-chair of AMEC, to present a case study showing the value of measurement in practical terms.

Subway said the move is part of an attempt to broadly revitalize the brand following an unusually slow year for the chain and unrelated to Jared Fogle’s legal problems.

Blurry Eyes: The PR community is awaiting the fallout from a federal judge’s decision last week that narrows how TV coverage can be downloaded and shared.

Following are six foundational benchmarking tactics you can use as cornerstones for your reputation-management strategy.

Sandwiching an Apology: Many in PR were marveling at the speed of Subway’s reaction to the upsetting story of its former legendary pitchman, Jared Fogle , who is expected to plead guilty to child pornography