Universal PR Professional of Tomorrow: New Requirements and Competencies
Professional Development Workshop Set 2
Sunday, Oct. 14, 4:45–6 p.m.
Room: Golden Gate A
Track: Strategies
What skills are needed to meet the requirements for integrated marketing communications in the new millennium? This session discusses the state of academic and professional education, and the skills most sought after by employers. Each panelist will make a brief presentation focusing on a specific area of expertise, followed by a discussion assessing the advantages and pitfalls of innovative ideas.
- Get a fresh perspective on social media planning and applying new public relations competencies.
- Gain insight from recent results of an international study about employer skills and knowledge expectations of young public relations professionals.
- Discuss the impact of how too much reliance on social media can produce lazy communication strategies.
Final Presentation
(Available to registered attendees only. )
Presenters
Deirdre Breakenridge is chief executive officer of Pure Performance Communications. She has been working with public relations and marketing professionals for more than 20 years on many different types of communications programs, including thought leadership, image and reputation management, crisis communications, media relations, PR 2.0 and social media programs.
Geno Church is word-of-mouth inspiration officer at Brains on Fire, responsible for developing word-of-mouth, buzz, viral and evangelism strategies for the agency’s clients. In his 14+ years with Brains on Fire, Geno has helped build word-of-mouth into the identities of brands including Fiskars Brands, the American Booksellers Association, Rawlings Sporting Goods, Rage Against the Haze, and many others.
Sergei Samoilenko is a communication instructor at George Mason University. He is a researcher, writer and educator interested in the strategic use of social media to help communication practitioners develop new skills and adapt to global marketplaces and emerging online communities.