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).

I’ve spent years discussing the many change in Public Relations as a result of Web 2.0 and social media communications. I join my peers in tackling the challenges and embracing the benefits of these changes. As we teach our brands how to adapt, adjust and take advantage of a new approach and tools, we help them to find transparency, a human side, and the ability to reach their customers and other stakeholders with a customized story in a more meaningful manner. The result: they experience direct conversations and build better relationships.

On Tuesday, January 9th I presented to the members of PRSA at their T3 Conference in New York City. With the flurry of brands rushing to the blogosphere to begin their Social Media programs, I thought it was appropriate to provide an internal view and approach to social networking by first, focusing on the employee and the challenge of culture.