Although Google’s algorithm is very complicated and includes over 250 different elements, luckily for us they’ve been very open and clear about what gets good ranking in their search engine. Their stated goal is to organize the information on the internet and give their users the very best possible experience and result when they search for something online. With that in mind, their parameters for ranking make perfect sense.

If you're studying PR, or you're working in the industry, the recent study from USC Annenberg should be by your bedside. The report covers the disruption of the PR industry, what's changing, what talent is needed in the new model of PR, and where the industry is headed.

Digital technology is constantly evolving and changing and as it does, it affects how we craft our business communications.  Keep your eye on these five content trends that affect your PR and marketing strategy:

If the idea of technology invading the practice of PR freaks you out a little, perhaps all you need is a different perspective.  Yes, technology can be daunting, but it can also make your life a lot easier, help you achieve better results and demonstrate the value of your work.

These three tools can do just that.

PR Measurement is fast becoming a hot topic of conversation among PR practitioners.

“Measurement has to be a focus for PR.  In the digital world everyone has to start to look at the metrics to help them drive strategy.”

Eileen Sheil, Executive Director of Communications at the Cleveland Clinic.

This is an interview with Eileen Sheil about the changes in the practice of PR and the need for measuring the value of our work.

It's that time of year when predictions and suggestions are made for the new year.  Forbes made a list of the digital skills they see as the most important and TEKsystems polled 250 CMOs to find out what skills they're looking for in 2018. Distilling all this data down into one list, here are my picks: