Universal PR Professional of Tomorrow
New Requirements and Competencies
Category: Leadership & Management
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.
Presenters
Deirdre Breakenridge is chief executive officer at Pure Performance Communications. A veteran in public relations and marketing, Breakenridge has counseled senior-level executives at companies including the Academy of Nutrition and Dietetics, Empire Today, Hershey’s, JVC, Kraft and the World Bank. Breakenridge is the author of five Financial Times books. Her most recent book, “Social Media and Public Relations: Eight New Practices for the PR Professional,” was published in May 2012 and is available in print and all digital formats. Her other books include, “Putting the Public Back in Public Relations,” “PR 2.0, New Media, New Tools, New Audiences,” “The New PR Toolkit” and “Cyberbranding: Brand Building in the Digital Economy.”
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.
Participants earn 1.0 APR Maintenance Credits for a webinar. For more information on Accreditation maintenance, visit http://www.prsa.org/Learning/Accreditation.
