Following is a roundup of 10 interesting PR- and media-related stories found online last week:

Making the Jump From PR to Journalism: As newsrooms shrink, there's a noticeable trend of journalists switching careers and trying their hands at public relations. But some brave souls are choosing to "swim upstream" -- some PR pros are turning around and heading to journalism. Here are four individuals who share about how their stints as PR pros helped them make the jump to journalism careers. Among the points discussed are how certain attributes necessary for PR pros are relevant for a career in journalism and how a career in PR gives their writing more humanity. Also included are tips on making the leap from PR to journalism. (PR Daily)

Will + Kate = Great PR: The Duke and Duchess of Cambridge are the best thing to happen to the British monarchy in more than 50 years. William and Kate -- especially Kate -- are the solution for the royal family's difficulties with "connection." Kate Middleton is a "commoner" from a well-to-do family, the epitome of conservative English beauty, and "is both interesting and bland enough to captivate but not screw up." Simply put, she is a "PR dream." Throw in her newfound status as a fashion icon and it's clear that Kate is the driving force of the "Royal PR team." PR clients and organizations should see this as a case study. (Proper Propaganda)

Five Social Media Tools That Solve Practical Problems: There are many social media tools out there for you to use, but which ones are actually relevant and useful to the work you do? Here's a rundown of five social media tools that can solve problems that matter to you: 1) BlogDash: for finding bloggers who want to blog about your business; 2) Summify: for keeping up with news shared on your social networks; 3) Buffer: for scheduling tweets; 4) Sprout Social: for finding out who checked in to your business; 5) CoTweet: for keeping records of which tweets your team has engaged with. (oneforty)

What to Write About When There's Nothing to Say: Content creation is at the heart of blogging, but what is there to write about when there's nothing to say? To help with those creative droughts, here's a colorful illustration of 17 content-creation ideas to help bloggers "churn out engaging, awareness-building posts all the time." Among them are sharing photos, answering unasked questions, going behind the scenes and curating. (MarketingProfs Daily Fix)

Journalism Must Kill Its Ego to Succeed: "Journalism is an inherently arrogant profession." In this open-source culture, journalists must break free of the notion that they are authoritative simply because they are journalists. "It's ego that makes journalists stand alongside politicians and government ministers as the least trusted professions. It's ego that makes people roll their eyes when you tell them you're a journalist. And it's ego that makes you write what you think should be the news rather than what your community thinks." The problem is that ego is so ingrained in the industry and journalism schools have done nothing to combat it. (The Huffington Post)

What Is Your Personal Tagline?: Do you ever wonder how people will refer to you after you die? This "dark" PR and communications pro often ponders this and offers this line of questioning: "Do you ever wonder what your personal tagline is? Is it something that you think about every day? Do you even know how you want to be defined?" Whether you like it or not, you will be tagged -- why not take control of it? Three ways to do this are: 1) develop a personal mission statement, 2) build an elevator pitch and 3) fill in your commas. (Spin Sucks)

The Best PR Blogs of 2011: This post spotlights the winners of the 2011 PR Readers' Choice Blog Awards, which recognize some of the best PR blogs out there today. The winners are: 1) Best Up-and-Coming Blog: B2B Bliss; 2) Most Educational Blog: Journalistics; 3) Most Thought-Provoking: Waxing Unlyrical; 4) Blog of the Year: Spin Sucks. (Communications Conversations)

News of the World: Murdoch's Biggest PR Disaster, but More About Money Than Remorse: Rupert Murdoch is familiar with weathering criticism and crises, but the phone-hacking scandal in the U.K. and the resulting closure of the News of the World is his biggest public relations hurdle yet. On top of angering the public and compelling politicians to condemn Murdoch, the scandal could threaten News Corp.'s attempt to acquire all the stock of British Sky Broadcasting (BSkyB). "Regulatory approval of its bid is pending, and the outcome could be an indicator of public sentiment toward the newspaper’s behavior." While the shuttering of the News of the World won't be that big of a hit to News Corp.'s bottom line, if it causes the acquisition of BSkyB to fall apart, it could big a big negative for Murdoch's empire. (The Washington Post, Poynter)

Nearly Half of Newsrooms Decide on Stories to Cover Based on Web Analytics: The Reynolds Journalism Institute teamed with the Center for Advanced Social Research of Missouri's School of Journalism to survey 529 newspaper editors to unearth information regarding various topics, including how newsrooms engage with their communities, the use of social media for interaction with audiences and the use of Web analytics in decisions about stories to cover. On the topic of using Web analytics, 90 percent of respondents said their newsrooms receive Web analytics reports, and 49 percent said their newsrooms make decisions about what stories to cover at least partially based on Web analytics reports. (Reynolds Journalism Institute)

Use Google+ to Source Ideas: Twitter was and is a helpful tool to draw ideas from, but Google+ may offer a better way. Chris Brogan writes that since using Google+, "I’ve found that so many more people respond, and that there’s a great range of potential answers given to questions. Because comments exist under the post, I don’t lose them in my stream the way I do in Twitter." He shares some of the 149 responses he received to a question he recently posted on Google+, and thinks users will find value in using the social networking site likewise. (chrisbrogan.com)