WA segment on the CBS Sunday Morning program several weeks ago - little noticed by anyone outside our profession - rocked the public relations world, causing many of us to question how far we have come in educating key opinion leaders about what public relations is, and what public relations professionals truly stand for.

Tell one person, tell the whole world. That's the old saying about how any old rumor or secret returns inevitably to the person being talked about. It could also apply to PR campaign proposals of all sorts, but particularly of those that seek to counter criticism or take on an opposition group.

After Men's Fitness and Fortune magazine labeled Oklahoma City one of "America's fattest cities" and the "Fast Food Capitol of America," respectively, in 2007, the city's leaders realized that obesity was bad for people's health and bad for business.

Research is essential to crafting a public affairs campaign that will truly resonate with target audiences.

This month, I'll shift from internal management to issues management, and our case study comes straight from the past few weeks' headlines:

DKC has worked with The Fund for Veterans Education since November 2007 to educate the public on the gap between the cost of a college education and the funding the GI Bill provides to cover that cost.

Mitra Kalita recently went on a leave of absence from The Washington Post to launch Mint, an Indian business newspaper and Web site, created in collaboration with The Wall Street Journal. Kalita talks to PRWeek about how the American news media contrasts with those of emerging markets.

Gareth Penny, De Beers CEO, voices a devotion to the African economy and a more transparent communications strategy.

Raytheon is one of the top five defense contractors in the world and is well known for its missile, missile defense, radar, and surveillance technologies.

The upcoming Summer Olympics in Beijing have sparked protests across the world. For sponsors and other companies, though, the event is a powerful opportunity to connect with China.