A film buff and fan of 30 Rock, Lynn Elber covers television for the Associated Press (AP). She talks about the delicate balance between PR professionals and reporters and how the Internet has changed the way she thinks as a journalist.

As I write this, the market capitalization of America's publicly held newspaper companies is a shade more than $6 billion.

A recent New York Times article about Super Bowl advertising discussed how the bleak economic situation might make high-priced ads and media deals reflect negatively on a company.

Dealing with global media can be difficult, but if done correctly brings numerous rewards.

EVP at SpeakerBox Communications

Wilson Cleveland works for CJP Communications, a firm known for clients such as Edward Jones and GE Financial Corporate Services, but he has found a way to parlay his entertainment PR background into his work there.

Consumers are holding their wallets closely nowadays, so promotional giveaways are a way for PR pros to generate buzz for their brands by capitalizing on the public's appreciation for free merchandise. However, the promos should be tied to an effort or brand, says Natalie Boden, president of Boden PR.

Many Americans, especially baby boomers, are either facing or will soon face difficult decisions on how to best take care of aging parents, as well as how to plan for their own years as senior citizens.

In an attempt to connect with current and prospective consumers, automakers are devising lifestyle and experiential PR efforts to promote their vehicles.

We've never heard a PR person say measurement is a bad thing... at least not one who was doing a good job. And in a challenging economy, it is likely many PR pros will see increasing pressure to show their value to their organizations' bottom line.