For the series premiere of Nurse Jackie, Showtime focused its PR on the show's star, Edie Falco, making her return to premium TV after The Sopranos.

Integrated marketing has been an industry ideal for years. Kimberly Maul provides a look at some of the companies that are actually making it happen.

SAN FRANCISCO: Popchips, the maker of all-natural potato chips, is kicking off the summer with a few new flavors and a mobile snack tour in key cities.

TAMPA, FL: La Bonita Ole is using social media to spread the story of the company, which is facing financial problems, and encourage consumers to buy their products: tortillas.

BEDMINSTER, NJ: Beckerman PR acquired Hackensack, NJ-based Avalanche Strategic Communications in move that the firm says will bring its billings up to $6 million.

CHICAGO: The Appraisal Institute, an association of real estate appraisers, hired Ken Chitester as director of communications.

NEW YORK: American Airlines is using Facebook to connect with customers in the New York metro area, launching the "NYC Challenge 10,000" campaign on June 26.

Kimberly Maul talks to Kathy Bloomgarden, co-CEO of Ruder Finn, about the agency's recent study on consumers' intentions when they go online, including how a majority of consumers use the Internet to socialize.

NEW YORK: Lowell International Foods, the specialty food importer and producer, hired Hanna Lee Communications as its AOR.

NEW YORK: Dahn Yoga & Health Centers hired MGP & Associates for PR support, helping the global company handle a federal lawsuit filed by former employees.