PR links from around the web:

 How PR trumps marketing to get the word out (L. Paul)

Crisis Can SD Diego's mayor spin his way out of this? (U-T SD)

Explanation Introduction to APIs (M. Hager)

Content PR director: the new director of content? (K.W. Escalera)

Crisis Goldman's response to aluminum flap (GS)

Crisis Southwest responds to crash landing (SW)

Social How to handle a bad review from an Internet troll (D. McCalister)

Finance How to hedge your bets on hedge fund brands (Interbrand)

Food Nestle lures foodies into frozen food aisle (Time)

Media St. Louis Post-Dispatch defends asparagus story (Romenesko)