"Throughout his career as a bodybuilder and action-movie star, Arnold Schwarzenegger has shaped his public persona much as he once sought to sculpt his champion muscles - with a domineering determination," write Dion Nissenbaum and Eric Nalder. His obsession with controlling his image goes even beyond the practices of other Hollywood celebrities. "Arnold's entire career has been manufactured," said Arthur Seidelman, who directed Schwarzenegger in his first action film. "He is very much in control of his image and has shaped that image every step of the way.

"The Susan G. Komen Breast Cancer Foundation started with a small promise, but became a giant in the battle against breast cancer with a corporate approach to PR," PR Week reports. Part of that approach is consistency of message. "Making sure the logo and brand message are used properly by volunteer affiliates and corporate partners can be a challenge," PR Week writes. "The foundation currently is working on a perception benchmarking project to gauge consumer awareness and the brand's strengths and weaknesses, [the foundation's communications director Susan] Carter says.

"A severe lack of funding, convoluted bureaucracy, and a near-total absence of research and measurability are badly undermining US attempts to bolster its image via public diplomacy in Muslim countries, according to a report released last week by the Advisory Group on Diplomacy for the Arab and Muslim World," PR Week's Douglas Quenqua writes. The report, "Changing Minds, Winning Peace," recommendations include creating a cabinet-level foreign policy PR advisor to the President and an independent Corporation for Public Diplomacy to increase private-sector involvement.