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Sprout Social, which provides cloud-based social media management software, announces several enhancements to its Social Customer Care by Sprout platform. Associated Messages will give teams access to a full historical view of a case’s public and private messages. Message Intent Classification leverages AI to help users determine the highest-priority message so that they can be solved first. The updates are intended to help lessen the amount of manual work that customer care teams need to deal with. Other new features include Analyze by AI Assist, which offers executive summary insights for reporting widgets; Conversation Breakdown Widget, which employs data lenses such as sentiment to broaden its view of active conversations; and Comment Sentiment in Reports, a way for marketers to understand how audiences respond to certain content through new positive/negative/neutral comment counts. “We are continuing to invest in product enhancements that enable teams to work smarter and faster,” said Sprout Social chief product officer Erika Trautman.
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Trefoil Group, a Milwaukee-based B2B marketing agency, merges with BrandStar, a horizontally and vertically integrated production company, marketing agency and content exchange platform. The acquisition is BrandStar’s first B2B agency investment. Trefoil will maintain its home office in Milwaukee, along with its current team. Mary Scheibel, who founded Trefoil in 1991, takes on the title of EVP, strategy. The agency’s client base spans a wide range of markets, including manufacturing, medical device, logistics, healthcare and consumer packaged goods. Trefoil says that access to BrandStar’s family of companies deepens its digital and public relations bench strength and expands its creative competencies. “This merger accelerates our ability to deliver B2B marketing that continues to drive our clients’ businesses forward with measurable returns,” said Scheibel.
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The New York Chapter of the Public Relations Society of America is launching The Big Apple Podcast by PRSA-NY, a limited-edition series that looks at how New York City became the prime hub for PR pros. Each episode interviews industry trailblazers who share their insights and experiences, highlighting how the city’s environment shapes the world of public relations. Streaming on all major podcast platforms, The Big Apple Podcast by PRSA-NY is hosted by Sandra Fathi, CEO and founder of Grey Matter Advisory, chief growth officer for Global Gateway Advisors, and former president of PRSA-NY, chair of the PRSA Tri-State District, chair of the PRSA Technology Section and a Board Member of the PR Council. “Our board has been laser focused on engaging current and prospective members with new tools, resources, and innovation activities to support their professional development objectives,” said PRSA-NY chapter president and North Sixth Group founder and chairman Matt Rizzetta. “The Big Apple Podcast by PRSA-NY is a great example of this.”
Praytell expands its Influence Department—which unites media, creators and social under one team... LRJ PR & Communications and Canopy Brand Group form an alliance that the firms say will bridge the operational divide between high-end brand design and strategic public relations... Twin Minds Media, Hispanic market specialist, increases the scope of its services in an effort to help brands build deeper connections with audiences through culture, storytelling, media and experiences. 
The People Platform, part of Stagwell's The Marketing Cloud, rebrands as Numetrix... Zapwater Communications has earned 17 finalist honors across two PR competitions: eight at the 68th Annual Golden Trumpet Awards, presented by the Publicity Club of Chicago, and nine at the 2026 PRSA Chicago Skyline Awards.. The Florida Public Relations Association presented 122 awards to individuals and teams from across the state at its 69th annual Golden Image and 3rd Annual Pinnacle Awards gala.
The Motion Agency acquires Vehr Communications, a Cincinnati-based strategic communications firm, effective Oct. 1... Lyceus Group, which specializes in financial services, is named a finalist for Public Relations Campaign at the 2026 ThinkAdvisor Luminaries Awards... IPSY, a curated beauty membership platform, launches IPSY Marketing Solutions, a full-funnel marketing and sales acceleration engine. 
Fire on the Hill, which has offices in London, Manchester, New York and Paris, is providing pro bono communications support to the Intergenerational Foundation, the UK's leading authority on intergenerational fairness... The PRSA-NY Big Apple Awards Gala on Sept. 17 will have Gio Benitez, co-anchor of the weekend edition of “Good Morning America” and ABC News transportation correspondent, serving as emcee... CasePR, a boutique litigation communications firm, launches in Portland, OR.
inFocus, which works with entertainment, media and innovation brands in the US Hispanic market and Latin America, expands into Mexico... Modern Currency Public Relations, which will celebrate its 10th anniversary in 2027, launches an AI visibility & generative engine optimization practice... Adfactors PR, India’s largest reputation and critical issues advisory, acquires Australian communication consultancy SenateSHJ.
