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In our regular feature we ask communicators to spot trends and tell us how they and their brands have reacted to them. This week we hear from Caroline Logan, director, communications, Virginia Tourism Corporation. She explains how personalized storytelling has revived the Virginia is For Lovers brand.

It is not a secret that influencer marketing has made great strides as brands seek to build credibility, relevance and awareness among their key target audiences. Yet there’s an issue with influencers that can hurt your SEO significantly. This article tells you what that issue is and how to correct it.

In this Slide of the Week, Kena Lewis, director, public affairs & media relations, Orlando Health, shares some of the crisis preparedness steps she and her team use. Regular drills keep the team sharp, she says, and a crisis communications plan, provided physically and electronically to each employee, contains, among other things, a list of phrases for support and safety that communicators can use to create statements without too much effort.

Brand communicators may be leaving much on the table if they fail to think strategically about how to leverage the ROI from events to provide content for marketing and sales. SAP’s Amisha Gandhi, who heads the brands work with influencers, provides a chart to show you how to do it.

In our regular feature How I Got Here, we ask PR and marketing leaders to tell us about their influences, the best advice they’ve received and trends they’ve observed and how they’re reacting to them. This week we speak with Dan Mazei, senior director of the global newsroom at Reebok.

Despite the digital landscape, there are a few timeless journalistic axioms that can help PR pros elevate their media pitching. AbbVie’s Public Affairs chief Morry Smulevitz provides tips learned during a lifetime of watching his father work.

In this week’s Data Dive we see that Instagram again has topped Facebook in consumer engagement. This time it’s for B2C brands in the third quarter. The Shareablee data is supplied to PR News exclusively.

Mitsubishi VP Adam Snyder has a modestly radical proposal for brand marketers: use social media to make people aware of your culture and values, post sales pitches elsewhere. Snyder’s approach has an historical perspective. Will marketers heed his words?

In some ways, rooting for Facebook is like cheering for Goliath against David. In this week’s Data Dive, though, the tables are turned. A scion of Facebook, Instagram garnered more consumer engagement with B2B social content than its parent. A lot more, according to data provided exclusively to PR News from Shareablee.

How does one go from marketing Disney films and media to Mother Nature? That’s the journey The Nature Conservancy’s new CMO Richard Loomis is taking. We asked him about the best advice he’s received, his influences and trends he’s noticed. Of course we asked him to compare Disney and The Nature Conservancy.