Miguel Angel Aguirre, who has a strong understanding of public sentiment due to his job as the managing director of international PR agency Edelman in Madrid, confirms that the nation's mood was lifted by the exploits of the football team in the summer.

BBC: Spain's year: Football glory, economic gloom

Tactics like this are never a good idea, said managing director of Spreckley PR, Richard Merrin.

BBC: Facebook exposed in Google smear campaign

And as Amy Gershkoff, the Global Director of Analytics at the PR agency Burston-Marsteller, told me, mobile will only successfully monetized when the advertising industry understand that mobile isn't just a smaller screen version of traditional Internet media.

CNN: Will mobile kill digital advertising?

"Senior management must be front and center, " says Bill Keegan, director of crisis management at Edelman, a large Chicago-based PR firm called on to manage several product recalls.

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