Deirdre Breakenridge

I was interviewed for a virtual event called the Future of Media: Radical Integration presented by Cision, which will take place on August 23, 2011 at 2:00 p.m. ET. The question I was asked: how important is owned media in the marketing mix today; an interesting question for PR professionals, as our focus has been [...]

Years ago, it was our Web team that brought any new and interesting technology to the table for evaluation and set up.  At my marketing communications firm, we relied on these folks to simplify the complicated and to enlighten us.  For example, they took a lot of time to explain WebTrends, and they showed the [...]

A couple of weeks ago, I wrote a post “Public Relations Expanded: Eight New Social Roles Assigned.” The piece highlighted some new areas or functions in PR, where the professional can shine, from the PR Policymaker and Internal Communication Collaborator to the Pre-Crisis Doctor and Master of the Metrics. However, in order to take on new challenges, change must take place. It has to come from within first, and then filter through to your role in the organization.

Stepping up to help champion the social media policy development process is a critical role in the organization; one well suited for the PR professional. From my experience, working with different companies and professionals, the PR policymaker (one of the eight new roles assigned) often gets the ball rolling with a clear vision of how [...]

It’s important for PR Technology Testers to have the right tools in their social media toolkits. There are a number of excellent tools available today that help you strategize, analyze relationships, add to your productivity and visualize the affects of social communications.

There are wonderful opportunities presented daily in social communities and it’s refreshing to see students, young professionals, PR pros and educators taking advantage of these unique experiences.  From the participation in Twitter chats and conversations in Facebook groups to LinkedIn Q&A and networking with peers and potential mentors, we’re all growing together. On August 24, [...]

I recently met Ruth Bazinet, director of media relations and social media in the Office of Public Affairs at Roger Williams University in Bristol, R.I. When we were on Twitter discussing a #PRStudChat mentoring project, Ruth sent over information on her PR internship program that really caught my eye.  The program was full of wonderful [...]

Here’s the good news…if your organization is participating in social media, then the public relations function has expanded. The responsibilities of the PR professional continue to increase, with new roles assigned.  As you take on these new challenges, you’re seen as an even more valuable asset to your company. In my book, “Putting the Public [...]