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.

West Hollywood has long been a leader in LGBT rights. Amy Anderson, communications director at the West Hollywood Marketing & Visitors Bureau (WHMVB), says the LGBT community was instrumental in founding the city in 1984. And when the California Supreme Court lifted the ban on same-sex marriage on May 15 of this year, Anderson helped to harness and shape publicity for the 1.9-square-mile city.

Mentoring Partnership of New York (MPNY) teamed with Kellen Communications to create a PSA campaign to raise awareness of the need for mentors and highlight the variety of programs. The goal was to enlist new mentors from New York City's five boroughs.

The July 2 merger of WPP siblings Cohn & Wolfe (C&W) and GCI Group was what CEO Donna Imperato calls a "natural evolution" for both firms. It also marks a career evolution for Imperato, as she leads development of a new company that will integrate the strengths and cultures of both entities.

Online monitoring proves to be a resourceful tool for PR agencies in new business pitches, finds Tanya Lewis

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

Giving up some control can work to the advantage of travel and tourism entities, finds

Umpqua Bank is more like a retailer than a bank, says Lani Hayward, EVP of creative strategies. Customer experience is paramount at all 147 West Coast branches and it has a strong identity as a community resource.

The Minneapolis-St. Paul region provides many opportunities for PR professionals.

Poker may not jump to mind as a spectator sport. However, the 39th annual World Series of Poker (WSOP), which began May 30, will draw more eyes than ever if Seth Palansky, director of communications, sports and entertainment, at Harrah's, which owns the event, has his way.