Deirdre Breakenridge

I spoke at the PRSA Leadership Rally over the weekend to discuss PR 2.0, social media communications and Putting the Public Back in Public Relations. It was a great conference with approximately 150 incoming PRSA leaders in attendance. I introduced to the group an exercise that I call “The Making of the Hybrid,” which focuses on individual, communications career development. The exercise gave examples of the differences between the traditional strategic PR communicator and the Hybrid professional. As I moved through my presentation, I asked the audience to rate themselves, with respect to their own roles, responsibilities and professional career development (traditional vs. hybrid).

Media is changing and we have to change with the times. As we grow and embrace what social media has to offer for our brands and consumers, we learn that traditional PR and social media complement one another to build stronger relationships and communities. I often tell my clients that you don’t have to abandon what’s working in the traditional realm to engage in social communities. But, rather, you can take a hybrid approach and capture the best of both worlds.