John Ellis, a then 17-year-old with hepatitis B, decided to ride his bike from his hometown of Pensacola, FL, to Philadelphia, PA, to raise awareness about the disease for the Hepatitis B Foundation.

The new company AirBed & Breakfast created buzz for itself by building a PR campaign on the widespread media attention generated by both the 2008 Democratic and Republican National Conventions.

Election inspires marketers; Starbucks' free coffee promotion runs afoul election law; Dunkin' Donuts twitters; and more.

When she's a brand character invention, positioned by PR as oblivious to her true bovine beauty, adorably aspiring to be the next cultural icon.

What are effective media list-building strategies?

For years, radio has taken a backseat to TV - and, more recently, the Internet - when it comes to obtaining press interest. Yet, thanks to the influence of political chat, as well as a host of new technologies, radio is re-emerging as a hot and influential medium for other reporters to cover.

LinkedIn invitations are piling up in the inboxes of PR pros. Yet, the value of getting involved in this business-focused social networking site depends on the end goal.

Cable Neuhaus is not a conservative, but he has steered the editorial direction of right-wing magazine Newsmax for the last two and a half years.

Real-time communication tactics such as Twitter are providing technology-focused companies with a way to quickly address consumer concerns.

In recent weeks, newsroom layoffs at daily and weekly newspapers have seemingly increased throughout the US. Just last week the Los Angeles Times announced a plan to let 75 people go, which is 10% of its newsroom staff. In addition, the Star-Ledger in New Jersey said it planned to cut about 40% of its staff through a series of buyouts.