Your Public Relations and Communications Community

Universal PR Professional of Tomorrow

New Requirements and Competencies

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

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.


Deirdre Breakenridge, CEO, Pure Performance Communications

Photo of Deirdre Breakenridge 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: How Social Media Is Reinventing the Aging Business of PR,” “PR 2.0: New Media, New Tools, New Audiences,” “The New PR Toolkit: Strategies for Successful Media Relations” and “Cyberbranding: Brand Building in the Digital Economy.”

Geno Church, word-of-mouth inspiration officer, Brains on Fire

Photo of Geno Church Church is responsible for developing word-of-mouth, buzz, viral and evangelism strategies for the agency’s clients. In his 14+ years with Brains on Fire, Church 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, communications instructor, George Mason University

Photo of Sergei Samoilenko Samoilenko 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.

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