Emily Reynolds

A PR pro's take on the advantages and disadvantages of using the strategic tool of the controlled leak and how to do so responsibly so it doesn't backfire on you.

Brand trust is everything these days. When you've got it, you need to prioritize holding on to it above almost everything else. When you're at risk of losing it, you must take strategic, honesty-based actions to reinstate it.

Successful crisis response depends on both digital reputation management and media reputation management — more than anything, though, it depends on knowing the difference between the two and how to best leverage the tools of each.

Panic mode can set off the impulse to fill silence with an onslaught of words, to explain, extrapolate and defend your brand when you're hit with a PR crisis.

When a PR crisis happens to you, you'll want all your primary players on both sides of the divide between legal and comms to be on the same page.

The first 24 hours of a PR crisis can make or break your brand. Learn how to best strategize this crucial span of time with reputation management tips from a PR pro.

Being a freelancer and being a founder both allow you to manage your own time and output. The real difference between them is about scale, team leadership and long-term viability.

Public relations is thought of as an outward-facing industry. But when you look inward first — at the amazing resource you have right there on your payroll — you'll find a powerful PR channel that can promote your business better than anything else.

Forget predictions about 2030 being a turning point; AI has already taken over the business world. But it will never replace the timeless principles of public relations.

Sometimes there's someone on our staff we adore — they're wonderful, they're great to work with, they're talented … but they just don't fit in with your company's short- and mid-term growth goals. How do you let go of someone you hold dear?

When you're a leader, you're the one in charge of your company's mission and vision. But you can't realize that vision alone.

Being the founder of a company carries its own set of advantages and disadvantages. Read on to learn about steps you can take to scale your business while becoming a more grounded, visionary leader.

Public relations is an extremely powerful tool in any business's toolkit these days. But it isn't a magic wand. Read on to learn what PR was made for — and what it wasn't.

Lots has been written about working for and dealing with a toxic boss. But have you ever considered whether that boss might be you?

We all want to achieve elusive unicorn status. But how do you attain such a lofty goal among stiff competition, all vying for the same thing?

Crisis comms is an integral and imperative aspect of public relations that every business needs to recognize and ready itself for. Prepare yourself with a few starter steps before a threat to your brand reputation arises.

In a day when everything and everyone wants to go viral, the public relations industry is tasked with trying to discover what makes something go viral, and if there is a winning formula, can it be reliably reproduced for multitudes of companies and businesses? Read on to learn why the answer is a complex combination of "yes" and "no."

Hiring is an art, not a science — especially today, with computer-generated résumés, an extremely diverse candidate pool, and decreasing employee loyalty. Here are some tips for how to zero in on the right applicants, with equal parts caution and consideration.

Choosing a PR firm is a personal decision. But it's also one that should be driven by serious considerations and fair assessments of professionalism. Here's some advice from a PR pro on how to make the best choice for your business.

Creating inclusive PR campaigns is essential for reaching a diverse audience and staying relevant in today's market.

A positive brand image is vital in today's work culture of very discerning consumers who are not shy about vocalizing their concerns about companies' ethics and practices. An informed and selective public wants to do business with businesses that are socially responsible. Here's how you can prove you are.

It's not a new message, but it's an important message worth repeating to any business hoping to cultivate a lasting connection with existing and potential clients: Tell a story. This potent form of PR speaks to people much louder than advertising slogans, graphs and charts, or sales pitches.

ROI is always the goal in public relations. But did you know there are ways to measure it quantitatively rather than just assess it qualitatively? Here are some options to consider to automate and calculate the impact of your PR efforts.

A press release is a press release, right? Wrong. For this critical asset that announces something vital about you or your business, you should know the differences between going the professional route and taking a lower-cost but usually less effective approach.

Just because "everybody's doing it" doesn't mean everybody's doing it right. Here are some tips on best practices for your social media content.

There's a new route to growth: creating many different individual brands — all with their own names and identities — to make it rain all over the place, everywhere all at once, and cover more ground.

Is artificial intelligence going to take over content creation in PR and marketing, or is it inconsequential?

Many companies see the value of PR and are willing to invest in it. But they want lickety-split results and to see themselves plastered all over the news.

No matter what kind of entrepreneur you are, no matter what kind of business you have, there are likely lots (and lots) of others who do the same thing you do. That's why it's so important to differentiate yourself from your competition in any and all ways that you can.

We've all gotten so accustomed to immediate results that anything but can seem like a flop, especially in service industries like PR. Here's why pursuing long lead times is just as important as short-term ones.