NEW YORK, May 31, 2011 /PRNewswire/ -- Successful PR in social media requires new thinking – from faster execution to company-wide coordination to managing conversations over which companies have less direct control.

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With commentary from more than a dozen leading PR professionals, PR Newswire's new white paper, "Mastering Public Relations in Social Media," provides a brief refresher in social engagement best practices – and provides advanced techniques for even greater social media success, including "connecting" with your target audience in social media, earning more media through social media, managing crisis in social media and "dos and don'ts" of social media engagement.

For complete information, download the 12-page white paper here.

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PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 56 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content — from rich media to online video to multimedia — and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

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