PR news, features, opinions, and analysis

Op-Ed Articles

New stories will be told amid evolution of content sharing

You Mon Tsang, Vocus January 01, 2012

Modern best practice has storytellers - PR pros and marketers - focused on expanding beyond traditional press coverage with search optimization and sharing through social media.

Measure employee engagement by staff actions

Michael Bayer, Cohn & Wolfe December 22, 2011

Is employee engagement a useful goal for internal comms? The answer appears to be no.

PR must further explore digital space in 2012

Gerard Corbett, PRSA December 16, 2011

As we look to 2012, the Public Relations Society of America (PRSA) is finalizing its key initiatives for our 22,000 professional and 10,000 student members.

Missoni launch misses the Target

Kathleen Reynolds, CooperKatz & Company December 09, 2011

You know you're doing something right when advertising, PR, and social media are activated to get customers buzzing ahead of a major launch.

Corporate reputation lives at intersection of Wall Street, Main Street, Beltway

Nick Ragone, Ketchum December 02, 2011

The world of corporate reputation is rapidly changing. In years past, reputation was considered something of a transient value that was shaped by the perception of investors and other financial stakeholders.

Loyalty is the greatest value of location-based marketing

Adam Keats, Weber Shandwick December 01, 2011

To understand the most effective ways location-based marketing can help promote a brand, it helps to first explain and understand the two basic advantages these services offer: implied social graph endorsement and loyalty.

Transparency during lockout drove NFL players' game plan

George Atallah, NFL Players Association December 01, 2011

The 2011 NFL season may be in full swing, but we should not close the book on this historic year in sports labor without identifying key takeaways for all institutions requiring positive public interactions to drive success.

Healthcare marketers need transparent social media

Peter Pitts, Center for Medicine in the Public Interest November 18, 2011

By now it should be clear to regulated healthcare communicators that delaying robust entry into the world of social media due to lack of FDA guidance is an empty excuse.

Corporate social responsibility grows up

Cliff Berman, Ruder Finn November 11, 2011

I worry about my kids a lot. Likewise, after working in the area of corporate social responsibility for some years, I sometimes worry about its coming of age.