ABC is known for incorporating interactive Web elements into promotions for its hit show Lost. As the popular show returned to the air last week after a five-week hiatus due to the writers' strike, the most recently ABC/Lost online initiative is a game called LOSTscape.

SEATTLE: Starbucks is making consumer outreach a priority as it rethinks its entertainment division and returns focus to its core product: coffee.

In a previous column, I extolled the virtues of monitoring Twitter for information about your company (or client's) reputation, products, and brand. It's also great for finding a column idea.

The PR industry as a whole must do a better job of embracing social media, or else they run the risk of losing the battle against the advertising industry.

In May 2006, casual loungewear brand So Low, based in LA, was only selling on the East Coast. The company looked into building a presence on the West Coast, but after conducting new research on the brand, it found that the age group it was targeting, 25 to 35, was too old.

Bottled water will always have its various uses, but when the average consumer typically is not far away from a source of clean, free tap water, the production and disposal of it can become wasteful.

The National Association of Home Builders works to portray the industry positively in a 'meltdown'

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.

Mark Penn needs no introduction. Worldwide CEO of Burson-Marsteller and former chief strategist for Sen. Hillary Clinton's presidential campaign, he has been making a lot of news lately - most of it negative

A video of Kobe Bryant jumping over a speeding car while wearing Nike's new Hyperdunk shoes garnered more than 2.5 million views on YouTube