With new and social media playing such an integral role in the industry's future, PR agencies are stockpiling talent in this area to keep ahead of the curve. Tanya Lewis profiles four individuals that are leading the way to a greater understanding of this growing medium.

In the current economic climate, reaching an international audience of investors has become even more important for US-based companies.

Invitrogen has made a name for itself in the stem-cell market due in part to a new approach to communications and focused messaging.

While many hotels are just beginning to adopt green practices, those with a longstanding history in the space are emphasizing that experience and developing new programs to engage guests.

Timberland is building on its history of CSR with a new program that aims to engage consumers to make a difference.

World leaders brought a large amount of media attention to the G8 Summit in Japan, but not in the best way: They hosted lavish feasts after discussing the world food crisis. From July 7 to 9, heads from eight of the world's wealthy nations, including President George Bush, discussed major global issues, including how to solve the rising costs of food.

Intel has adjusted its communications strategy to reach consumers with a message about the role its processors play in the overall computer experience.

As the broadcast PR industry adapts to the complicated media landscape, paid placements are becoming a more frequent part of the mix.

CA's recent restructuring of its communications function has enabled the company to more effectively support overall PR and business goals.

Pfizer is taking steps to improve its reputation by shifting its comms strategy to be more open and responsive to the media and other stakeholders