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December 01, 2012 Issue of PRWeek

Letter from the Editor

Industry has a healthy glow as new year of opportunities approaches

There's a healthy glow to this issue of PRWeek, the last in print for 2012, from our feature on the New York-Presbyterian Hospital's involvement in ...

Launch Pad

GSK readies site to help smokers quit

GlaxoSmithKline will launch the Quit.com website, which was built to help smokers at different points in the quitting process.

Habits

Habits: Luanne Calvert, VP, marketing and comms, Virgin America

I try to live by the philosophy of Virgin Group owner and founder Richard Branson, which is to take risks.

PR Play

Power of Duracell aids Sandy victims

There's no fine line between offending people after a crisis or natural disaster and helping consumers most affected by adverse events. It's mostly a matter ...

Lowdown

Lowdown: Leadership qualities

The digital revolution has served as a change agent for both the PR industry and its leaders.

DC Influencer Q&A

DC Influencer: Robert Pflieger, National Association of Home Builders

Robert Pflieger, SVP of comms, National Association of Home Builders, creates a rallying cry around the issue of homeownership.

CEO Q&A

CEO Q&A: Steve Hughes, Smart Balance

Smart Balance CEO Steve Hughes talks to Brittaney Kiefer about the natural food company's rebranding and the importance of authentic content

Inside the Mix

Healthy sweetener campaign highlights Truvia's benefits

Truvia, the natural zero-calorie sweetener - which is developed and sold by Cargill - kicked off a campaign at the end of September promoting the ...

CMO Q&A

CMO Q&A: Ann Lewnes, Adobe

Adobe's CMO of global marketing Ann Lewnes talks to Steve Barrett about helping clients and agencies demonstrate marketing effectiveness.

Journalist Q&A

Journalist Q&A: Betty Wong, Fitness

Fitness editor-in-chief Betty Wong talks to Lindsay Stein about the new look of the magazine, its increasing social media presence, and how it finds fresh ...

Gloves Off

Should consumer-facing marketing campaigns use celebrity endorsers?

Celebrities can be an asset to a campaign but also a liability. If PR practitioners want to use a star to promote a brand, they ...

PRWeek Column

Obama's plans to engage public and CEOs to be commended

With deadlock becoming the increasingly frequent M.O. of Washington, President Obama plans to take his message to the people when it comes to his strategy ...

Transparency helps businesses, consumers weather storm

Transparency is a word we often hear in the PR industry, particularly as it relates to corporate reputation.

Guest Column

The need for comms in the next chapter of higher ed

In a recent op-ed in The Wall Street Journal, MIT's new president Leo Rafael Reif argued that higher education is facing a crossroads the likes ...

Op-Ed

Technology creates sea change in media creation, distribution

We continue to progress through a once-in-a-generation technology shift in media production, consumption, and sharing thanks to society's accelerating digital makeover.

Extensive comms paves way for agency rebranding effort

Usually I preface remarks about name changes with a true confession: I hate my first name.

Feature

Game on at Brooklyn's Barclays Center

Leveraging Brooklyn's heritage and a celebrity superstar, the Barclays Center shoots and scores with effective comms.

Emergency TV

Hard-hitting stories of life and death are changing the rules from a PR perspective as New York-Presbyterian admits reality TV cameras.

Newsmaker

Newsmaker: Claire Dorland Clauzel, Michelin

The comms and brand leader at international tire giant Michelin weaves mobility into every aspect of the company's internal and external strategy.

Roundtables

Healthcare Roundtable: Detailed prognosis

Industry leaders joined Gideon Fidelzeid at this Chandler Chicco Companies-hosted roundtable in New York City to discuss how the next administration and a more informed ...

Corporate

Big names step up in support of small business customers

President Barack Obama called US small businesses the "engines of growth" during the presidential debates.

Org Chart

Visit Florida focuses on content creation with team revamp

Visit Florida hired two editors in 2012 to help tell more stories about the state.

Marketing

Comms plans build long-term goals for Greek yogurt brands

A few years ago, acai berries were the healthy food craze, then coconut water, and now Greek yogurt has taken the top spot.

Public Affairs

Raising awareness first goal in effective obesity campaigns

More than one-third of US citizens are putting their lives at risk. This is the amount of people the Centers for Disease Control and Prevention ...

Public Affairs Commentary

Communications, sustained messaging, and team effort put VCU on the map

Virginia Commonwealth University catapulted onto the national stage in its 2011 run to the Final Four. The underdog men's basketball team that triumphed over perennial ...

Digital

Microsoft hoping latest tech designs are its golden ticket

To build media anticipation for the new Surface RT tablet in October, Steven Sinofsky, then president of Windows, and Panos Panay, general manager of the ...

Digital Campaign of the Month

Walmart pins its colors on the board to win consumers

Walmart has been stepping up its green outreach through a number of social media channels including the Walmart Green Room, a sustainability blog launched in ...

Domains

SocialFlow enhances data to capture audience attention

Predictive analytic marketing platform SocialFlow is bolstering its offerings.

Media

Critical Hit: Ace pitch shows personal benefits of fitness training

The American Council on Exercise is a nonprofit organization that works to provide consumers with unbiased fitness information while also serving as an advocate for ...

Fact File

Rising stocks give hope for the future of newspapers

Despite plenty of stomach-churning gyrations, share prices for publicly traded newspaper stocks have been on an upward trend for the past year, reflecting optimism that ...

Editorial

Women in senior roles would bring new energy to agencies

PRWeek's Agency Business Report, released each May, is one of the most highly anticipated issues in our calendar year, profiling 50 firms and analyzing the ...

Campaign

Patient stories lend muscle to value of orthopedic medicine

Orthopedic medicine has received some negative press in recent years, ranging from device recalls to a Department of Justice investigation on payment issues.

Stolen treasures returned during Waldorf Astoria's amnesty search

Management at the Waldorf Astoria wanted to promote the rich history of its New York hotel and acquire items for its on-site museum, Host to ...

Columbus residents curb recycled trash with new green initiative

The City of Columbus teamed with Hill+Knowlton Strategies and local agency MurphyEpson Public Relations to develop a new curbside recycling program to replace the city's ...

Master Class

What trend or applications will have the biggest impact on content creation in 2013?

Content is key. However, without a proper marketing and communications strategy in place, the content developed by your brand will be lost among the crowd