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).

How do you teach a group of PR professionals to build a social media plan in one hour? Not an easy feat, especially because planning can take months. To teach planning, you have to have a plan and a streamlined approach to your presentation. I’m presenting at the PRSA Digital Impact Conference on May 6th in New York City and there is a tremendous amount of information to cover. My session begins at 3:15 p.m. and runs until 4:15 p.m. and when it’s over, I’m hoping that the PR pros in attendance walk away with a clear Roadmap to social media communication success.