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With so many secular changes in the PR and marketing field, mentoring has become more valuable than ever. This goes both for recent graduates about to enter the PR field and seasoned managers.

Guinness USA has joined a growing list of major beer brands to boycott the St. Patrick Day’s parade in New York because gay and lesbian groups had been excluded. The brewer waited till pretty much the last minute to make its announcement, ensuring that the message surrounding the boycott would get maximum impact with the public.

This is not another piece about the glass ceiling. It’s about what women in PR can do right now to improve their odds of getting to the top.

In order to innovate, PR pros need a much better appreciation for failure.

No longer a “nice to have,” CSR programs have become de rigueur among brands and organizations of all stripes. PR News’ CSR Awards run the gamut, from Cause Branding to Environmental Stewardship to Social Good.

South by Southwest (SXSW) conference, of course, has become a mecca for PR and marketing executives. This year’s event, which just finished, was yet another opportunity for brands of all stripes to get their message out and capture some precious “earned” media. Here’s one example of on organization that was able to cut through the clutter.

You may not even be aware of it: Saying certain things in the workplace in which some people may take offense, We’re all guilty of it every now and again, particularly when it comes to invoking the term “bossy.” But now Sheryl Sandberg’s LeanIn.Org is joining forces with former Secretary of State Condoleezza Rice and Girls Scouts of America to launch a public service campaign called “Ban Bossy.”

What do Justin Timberlake, Jay-Z and Kanye West have in common? They play a key role in helping PR pros get through the afternoon and finish up the workday on a strong note.

PR needs to turn up its creative cap, invest in some Kevlar vests, and evolve to overcome the hostile environment of dominant pay-to-play.

Maybe they’ll make a movie about it. Ellen DeGeneres’ Oscars-night selfie was retweeted more than 3 million times, busting the record previously held by President Obama. At the same time, DeGeneres (and Samsung) may have changed the game when it comes to how brands and organizations distribute charitable donations.