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March 01, 2010 Issue of PRWeek

Letter from the Editor

From salaries to social media, the PR industry is being redefined

Of all the special reports that PRWeek publishes throughout the year, one of the most popular is the Salary Survey.

Launch Pad

Cinnabon sees its future in cupcakes

Cinnabon wanted to launch a new cupcake product by original Cinnabon creator Jerilyn Brusseau, as well as celebrate the retailer's 25th anniversary.

Habits

Habits: Paul Taaffe, chairman and CEO, Hill & Knowlton

Hill & Knowlton CEO Paul Taaffe discusses his love of coffee, his first PR job at Unilever in Sydney, and mentor Howard Paster.

PR Play

Ann Taylor Loft gift gaffe annoys media

How many social media mistakes can a company make with one event? Ann Taylor Loft may have been trying for the record with its "Exclusive ...

Corporate

Companies' revamped press sites extend audience appeal

A year ago, Hilton Hotels was receiving a few consumer queries a week through its press site.

CEO Q&A

CEO Q&A: Renae Conley, Entergy Louisiana

Entergy Louisiana's Renae Conley speaks with Erica Morris about comms challenges facing energy companies and where she turns to for advice

Org Chart

Org Chart: Southwest solves duplication problem with restructuring

When Southwest Airlines' VP of communication and strategic outreach Linda Rutherford decided to reorganize her team last fall, it was with an aim of streamlining ...

Marketing

Economy prompts brands to show another shade of 'green'

Earlier this year, Seventh Generation, a Vermont-based manufacturer of green cleaning products, launched its new line of disinfecting wipes and sprays with an expansive, integrated ...

Inside the Mix

Special K pursues victory for 'real' women in latest effort

When Special K launched "Be Victorious" in January, the effort quickly drew parallels to the "Campaign for Real Beauty" by Dove.

CMO Q&A

CMO Q&A: Jill Beraud, PepsiCo Americas Beverages

PepsiCo Americas Beverages' Jill Beraud speaks with Aarti Shah about the Refresh Project and getting past social media mishaps.

Public Affairs

Firms identify opportunity in pursuit of government work

In late January, the Department of Health and Human Services indicated that it planned to hire a firm to help the federal agency raise awareness ...

Public Affairs Commentary

As it relates to social media, corporate reps aren't getting the right message

In Washington, DC, a city so defined by bureaucracy, it's no surprise professional practitioners are often mired in conservative practices.

DC Influencer Q&A

DC Influencer Q&A: Anthony Romero, executive director, American Civil Liberties Union

Anthony Romero, American Civil Liberties Union executive director, talks to Jaimy Lee about how the economy impacts civil rights efforts

Digital

Branded social networks help bolster consumer connections

With more than 15 million TV viewers weekly and the same number of monthly visitors to its Web site, World Wrestling Entertainment watched as fans ...

Digital Campaign of the Month

Fruitcake goes from boring to benevolent in PayPal initiative

PayPal hosted an end-of- the-year giving campaign, an extension of a 2008 program, encouraging consumers to donate online and spread the news virally by "regifting" ...

Domains

Measurement tool analyzes scope of Twitter's influence

Tweet Reach is a measurement tool for Twitter that analyzes the reach and exposure of an idea in a tweet.

Media

'Despierta America' segment translates into a boost for McDonald's HACER program

Who is your client and what are its media objectives?

Journalist Q&A

Journalist Q&A: Ed Nardoza, EIC, 'WWD'; associate editorial director, Fairchild Fashion Group

Ed Nardoza began writing earnings reports at Fairchild 30 years ago and has since been a reporter and editor at 'Footwear News' and 'DNR.' 'WWD's' ...

Fact File

Newspapers maintain the lead in breaking stories

A recent study from the Pew Research Center's Project for Excellence in Journalism found that despite the rise of online news sites, the vast majority ...

Editorial

Understanding your staff is the first step in its retention

Agency leadership has long talked about the need to retain top talent, whether through financial incentives, training programs, or even sabbaticals.

PRWeek Column

The PR world must include more than "people persons"

In her blog, Dushka Zapata, an EVP at Ogilvy Public Relations, recently - and boldly - announced that she's an introvert.

Wise communicators know there's brilliance in simplicity

Whether crafting a brand tagline or a political platform, communicators have long relied on the power of a simple message.

Guest Column

The financial sector has a responsibility to earn trust

As an industry, we failed the American people. Not every company of course, and certainly not a majority of our employees. As an industry, however, ...

Op-Ed

PR must seize opportunities the changing world provides

For the past year, we have been struggling alongside our clients to understand the changed world in which we live.

Haiti relief effort helps solidify texting's role as outreach force

The unprecedented popularity of mobile giving following the January 12 Haiti earthquake has changed the face of fundraising.

Gloves Off

Can celebrities still serve as effective brand ambassadors?

Unilever's Stacie Bright and Sophie Ann Terrisse of STC Associates square off over whether or not celebrities make effective brand ambassadors.

Special Reports

Salary Survey 2010: The new normal

As the industry fights back from a tough year, it is adjusting to a difficult, but improving, job market, according to the 2010 PRWeek/Bloom, Gross ...

Digital Roundtable: Discovery process

The increased adoption of digital media prompts even more questions regarding PR strategy. PRWeek was in New York for this Fleishman-Hillard-sponsored roundtable.

Newsmaker

Sheffer navigates GE challenges with political savvy

Gary Sheffer, GE's VP of communications and public affairs, is helping to build a more skilled team to deal with the myriad messages coming out ...

Campaign

Video contest fuels interest in Drive Smarter Challenge

The Alliance to Save Energy (ASE) executed its Drive Smarter Challenge 2009, a program aimed at reducing US gas consumption amid circumstances that were notably ...

RetailMeNot takes to Twitter to give shoppers cause to celebrate

RetailMeNot.com, a site for online discounts and coupon codes, sought to drive traffic. Knowing that Twitter users tend to shop online, it worked with Schwartz ...

Gift of Hope targets Hispanics to preach the need for organ donors

Gift of Hope, an organ and tissue donor network, worked with the San Jose Group to initiate a campaign that would engage Chicago's Hispanic community.