Even with all the hype surrounding MySpace and Facebook, getting the media and public interested in yet another social networking startup is not easy these days. So when Richard Thompson started Zootoo.com - a new online community for pet lovers — last October, he quickly realized he needed a great idea that would enable the site to quickly get noticed beyond the technology press.

CSR campaigns are often viewed as a way to connect with consumers, but they're increasingly being used in messaging geared toward investors.

The struggling US economy means consumer PR pros need to adjust their efforts to be sensitive to many individuals' current hesitation to spend.

DETROIT: General Motors (GM) celebrated its 100th Anniversary earlier this week with a focus on the future, not the past, by unveiling the production model of its Chevy Volt for the first time.

NEENAH, WI: Kimberly-Clark's Huggies and Pull-Ups recently launched "Tren de Vida" (Train of Life) a campaign intended to connect its diapers with Hispanic mothers in a culturally relevant way.

ALEXANDRIA, VA: The American Diabetes Association (ADA) launched a campaign, in conjunction with Solvay Pharmaceuticals, to raise awareness about health concerns facing men with Type 2 diabetes, particularly the side effects that go beyond the usual low blood sugar.

Who is your client? What are its media goals?

Briggs & Stratton (B&S), maker of outdoor gas engines and power equipment, aimed to refresh Diamonds in the Rough (DITR), its 6-year-old program for refurbishing youth baseball fields.

For its June 2008 opening, Caesars Windsor, the first Caesars casino located outside of the US, hired OEB Enterprises, who worked with its Worldcom PR Group partner Hermanoff PR, on a campaign that targeted Detroit, a major market for the casino.

LITTLE FALLS, NY: For the relaunch of its Salada Green Tea bags, Redco Foods introduced a new educational campaign that positioned the beverage as a savvy health, economic, and environmental choice. "Unbottle Your Tea" calls on consumers to consider switching from bottled teas to its tea bags and take advantage of the potential benefits.