Profound changes in the way that advocacy groups interact with mainstream media outlets is on the horizon, yet most organizations have not restructured to take advantage of this new frontier.

Health insurance company Humana expanded its ChangeNow4Health campaign with the April 21 launch of Innovation xChange, an online forum to encourage the public to suggest solutions for the healthcare industry

Mirage Studios and 4Kids Entertainment have hired Peppercom to lead PR for TMNT25, the 25th anniversary "shell-ebration" of the Teenage Mutant Ninja Turtles, who made their comic-book debut in 1984.

SANTA CLARA, CA: McAfee launched a global "30-day spam diet" campaign March 31 to point out the possible dangers of responding to spam e-mail.

Coverage researchWith a growing client list, we are finding that our staff members are spending more time researching coverage opportunities. How can we reduce time spent on this activity?

Although most PR pros consider Web 2.0 tactics vital, many still hesitate to use search-engine optimization (SEO) for campaigns.

As social media's role in the PR mix becomes greater, it becomes more imperative to figure out the best way to measure it

NEW YORK: New Line Cinema is partnering with a variety of brands as part of a larger campaign to promote the upcoming Sex and the City movie.

Veteran high-tech reporter and editor Shelly Brisbin has been a podcaster since 2004, making her a pioneer in the technology. She recently spoke with PRWeek about the evolving arts of blogging and podcasting.

NEW YORK: NetApp has launched a marketing campaign to complement its new brand messaging and strategy.