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.

A focus on media relations has helped Xerox's communications team as it tries to tell a new story about the company.

Don't feel obligated to use new media tools like blogs and podcasts just because everyone else seems to use them, agencies often tell their clients. But while the same advice holds true for agencies themselves that want to use Web 2.0 tools, a little experimentation doesn't hurt.

When PCLive.com launched its online technical support, it sought to enter a crowded market already dominated by big players like Best Buy's popular "Geek Squad" and Support.com.

Who is your client and what are its media goals?

Camera phones have made multimedia messaging common. Mogreet, a mobile video messaging company, developed an infrastructure to tap into the market for the 15-second video message.