Eric Schwartzman, host of the  "On the Record...Online," sits down with ESPN Associate PR Director Danny Chi to discuss the nitty gritty of media relations at the X Games 17, which were held July 28-31 in Los Angeles. The competition often features new tricks, such as Tony Hawk's 900 in skateboarding, Anthony Napolitan with the first double front flip on a bicycle, Travis Pastrana's double backflip in Freestyle Motocross, Levi Lavallee's double backflip in Freestyle Snocross, and Torstein Horgmo's first landed triple cork in a Snowboard competition.

Internet marketing to women, when done right, makes it easy for them to build communities around passions, and to partner with brands they already use to get paid, says Holly Hamann (@HollyHamann), co-founder of Blogfrog. Online community building is the company’s specialty, with the evidence seen in the 50,000 mom bloggers that now use its platform to reach 6 million women. Marketing to women remains a good idea, as they control 85 percent of household spending, from where the family lives to the cars they drive to the food they eat.

  In this keynote, presented by the Society for New Communications Research at the PRSA Digital Impact Conference in New York City, Paul Gillin and Eric Schwartzman talk about how and why B2B social media represents a significant opportunity for public relations practitioners.  

How can you identify and target the key influencers in your social media space — the handful who can make a real difference for your brand? At this year's Digital Impact Conference, Heidi Sullivan (@hksully), vice president of Media Research at Cision, showed attendees how to use online tools and social metrics to determine the top influencers in their markets. She revealed best practices for developing relationships with those influencers — and how to leverage those relationships to build social capital for organizations.

Shonali Burke, ABC, principal of Shonali Burke Consulting, took a few minutes to speak with Eric Schwartzman, host of “On the Record…Online,” about public relations measurement. At the PRSA 2010 International Conference, Burke presented a session titled, “Measurement in the ‘Age of Now’: A Common Sense Guide to the Business of PR.”

Rob Lee, chief marketing and communications officer at ASAE: The Center for Association Leadership, took a moment to speak with “On the Record…Online,” the official podcast of the PRSA 2010 International Conference, about managing social media outreach for membership-based organizations. At the PRSA 2010 International Conference, Lee presented a session titled, “Getting to What Matters: Connecting With Donors, Members and Supporters During Turbulent Times.”

Paul Anderson, vice president for communication strategies and public outreach at AARP, took a moment to speak with “On the Record…Online,” the official podcast of the PRSA 2010 International Conference, about managing communication channels at AARP. At the PRSA 2010 International Conference, Anderson participated in a public affairs panel focused on public policy issues stemming from the health care overhaul.  

This past February, the U.S. Department of Defense adopted a new policy regarding staff access to social networking. Jack Holt, APR, senior strategist for emerging media at the U.S. Department of Defense, speaks with Eric Schwartzman, host of “On the Record…Online,” about the social media practices in place at the U.S. Department of Defense, and how staff are safely and effectively sharing their stories.

Brooke Worden, APR, vice president in the financial services practice at Weber Shandwick’s Minneapolis office, speaks with Sandra Burrowes, guest host of “On the Record…Online,” about social media crises and introduces FireBell, a tool created by Weber Shandwick. FireBell is an application that enables users to mock tweet, post status updates and respond to conversations using functional replicas of a company’s — and its critics’ — social media properties.

PRSA 2010 International Conference presenter Johna Burke, senior vice president, marketing, BurrellesLuce, speaks with Eric Schwartzman, host of “On the Record…Online,” about the changing media landscape. During the PRSA International Conference in Washington, D.C., Burke presented a session titled, “Everyone’s a Journalist: Beyond the Beat.”   During a career spanning 20 years, Burke has worked as a public relations practitioner and a provider of services that are vital to the successful performance of communications professionals. She has been in the media monitoring industry for more than seven years working in the print and broadcast monitoring divisions. Prior to joining BurrellesLuce, Burke was director of public and investor relations at U-Haul.