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).
For the past couple of years my presentations have focused on the PR professional moving from handler/facilitator of communication (who often found success in great media coverage) to the PR 2.0 Champion, who climbed the rungs of the Forrester’s Technographics Ladder, from the “Inactive” all the way up to the “Creator.”
Here’s the graphic that I used in my presentation, which takes the PR person’s professional development from traditional strategic communicator to the hybrid professional. The diagram not only illustrates the communicator who applies a blend of traditional and social media, but who also works more closely with other members of marketing and Web as well as other areas of the company (including sales, HR, IT, Legal, Customer Service, etc). As a result, the Hybrid is the strategic communicator who guides all communication and has secured a seat at the boardroom/strategy table.
The Making of the Hybrid
What do you think of these levels of development from traditional to hybrid? Are there any other levels that you would add into the diagram?