Sarah Hall and I recorded a new edition of the #FuturePRoof podcast this week. Here’s what you’ll learn. Big Mac Twitter hack The McDonalds corporate Twitter account posted a tweet criticising President Trump earlier in the month. It was live for around 20 minutes before it got pulled. The management of social media accounts must be incorporated into corporate governance. Use two-factor authentication for the highest level of security. How to fight flawed metrics in public relations Advertising Value Equivalent (AVE) festers as a public relations metric. AMEC’s data suggests that around 20% of organisations worldwide still use AVE. In 2016 AMEC created an Integrated Evaluation Framework that works across all forms of integrated communications. It includes a comprehensive website of resource material and a free interactive tool. Please use it. Three things we need to fix about the internet Sir Tim Berners-Lee wrote an op ed on the 28th anniversary of the Internet citing three things that we need to do to save it. He said that privacy and the harvesting and use of personal data; the sharing of misinformation; and the transparency of political ads all need urgent attention. Crowdsourcing input for a global public relations capabilities framework The University of Huddersfield team developing a global competency framework for public relations is crowdsourcing input from practitioners to help develop its work. The team is building on the work of the Global Alliance to establish a skills matrix for entry-level and mid-level practitioners. The online survey take 10 minutes to complete. Please lend your support. CIPR State of the Profession survey: a profession coming of age but with issues to address The 2017 CIPR State of the Profession survey highlights the benefit of education and learning in public relations. Practitioners committed to qualifications and learning and development earn more. In less positive news, the survey also reports that the gender pay gap persists, with a £5,784 salary discrepancy in favour of men. Mental illness in public relations ignored or treated as a performance issue A #FuturePRoof report published by the PRCA explores the mental health of the public relations profession. It attempts to characterise the issue, signpost potential solutions, and identify best practice. A wide range of issues were identified as symptoms of poor mental health in the workplace ranging from absent mindedness to anxiety, and from anger to depression. Best practice recommendations are included for employers and employees. Planning for the CIPR’s 70th anniversary Sarah is President of the CIPR next year. It’s the 70th anniversary of the Institute. She’s been working with a committee of Fellows led by Simon McVicker to celebrate the anniversary. Planned activities include a celebratory service and reception; Sir Stephen Tallents Memorial Lecture; an anniversary conference; and a year-long initiative to celebrate public relations pioneers. #FuturePRoof at #PRfest #PRfest is a two day festival created by Laura Sutherland that takes place in Edinburgh on 15 and 16 June. Sarah’s speaking about public relations as a management discipline and I’m running a workshop on influencer relations. You’ll find further information on the #PRfest website. About the #FutureProof podcast #FuturePRoof was founded in 2015 by Sarah Hall as community initiative to explore the future of public relations and its contribution to organisations as a management discipline. The project has published two books and numerous reports. A third book is in the works. If you enjoyed this podcast please subscribe via iTunes. If you've comments about the show please say hello via Twitter to @hallmeister and @wadds.