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  1. Jason Mollica
    June 4, 2010 @ 10:51 am


    I would like to think I’m a hybrid professional. I can also sprinkle in some of my past experience in television and radio to help.

    PR is moving forward. Most importantly, CEOs, etc., are seeing the value in that hybrid professional. We recently met with a client and I was doing a social media presentation. The CEO asked a ton of great, tough questions. After I was done he came up to me and said, “I’m old, but our organization is full of young people who use (social media). I may not use it, but WE need to use it.”

    The bottom line, to me, is that if we continue to show that we are trustworthy and social media savvy, our advice will speak volumes at the strategy table.

    Best Regards,
    Jason Mollica

  2. jcfrinak (James C. Frinak)
    June 4, 2010 @ 2:24 pm

    “The Hybrid Professional” [Evolution of Public Relations] – Deirdre Breakenridge – j#socialmedia #change #trends

  3. Paul Roetzer
    June 4, 2010 @ 4:48 pm


    I totally agree with you on the hybrid professional, and would even take it a step further beyond social media.

    We wrote a post last April on the “10 Traits of an Emerging PR Pro” in which we explained that “professionals will be trained to deliver services such as: content marketing, social media consulting, blogging, search engine optimization, pay-per-click advertising, mobile marketing and website development, as well as evolved forms of publicity, brand marketing and crisis communications.

    “In essence, they will be a hybrid professional, providing integrated solutions for PR, Web, SEO, advertising and branding that used to require multiple agencies and consultants. As a result, these complementary, yet competitive, industries will converge.”

    The industry is definitely evolving, and there are tremendous opportunities for firms and professionals that adapt and expand their knowledge and capabilities.

    Thanks for the post.

  4. remcojanssen (Remco Janssen)
    June 4, 2010 @ 5:53 pm

    “The Hybrid PR Professional ”

  5. Deirdre
    June 4, 2010 @ 6:21 pm

    Hi Paul! Thank so much for sharing your insight. Your post sounds really interesting and definitely is a step further. I think that the integrated capabilities strengthen the position/value of the communications professional and it will be interesting to see how our industry embraces all of these opportunities. Have a great weekend 🙂

  6. Jason
    June 5, 2010 @ 1:43 am

    Hi Deidre,

    As a young PR professional (only 23 years old!) I always wonder whether my thoughts and opinions about the business have any real merit. After all, how much can I *really* know about the PR?

    Your post confirmed that my thoughts aren’t as crazy as I thought they were. Sure, I use tradiaional media relations — sending out press releases, picking up the phone to pitch reporters, building media lists — but more and more, it seems that social media is taking up a bigger chunk of my time.

    I find prospective publics and media contacts via Twitter, identify blogs and online communities that might be of my client’s interest, and try to engage myself in these forums as genuinely and effectively as possible. Of course, part of this strategy comes from reading your books 😉

    As much flack as our industry gets, I really think we’re primed for a PR renaissance — assuming we all buckle down and take our roles seriously. By effectively using all the new technologies available, we can really make a positive impression in the eyes of our clients, and hopefully the greater public as well.

  7. Deirdre
    June 5, 2010 @ 2:59 pm

    Hi Jason! All I can say is Bravo!! I applaud your thinking and whether you’re a young professional or 25 years in the business, you are spot on! Thank you for sharing your insights and for being a PR champion by knowing when to use traditional communications and when to engage in conversations in the social media landscape to make a positive impression in the eyes of the public. Keep up the good work 🙂

  8. Marcel Bernet
    June 7, 2010 @ 12:01 pm

    Thanks Deirdre, you made my day with this post. Many Social Media Consultants here in Europe talk about PR having to get much mor social (of course) and at the same time very tactical: managing all the tools hence and forth. I am in the process of writing a new book on the topic (thanks for many inspirations) in German and sometimes I felt a little bit “old school” – repeating that some of the basic concepts of PR just have to stick around in Social Media. It is interesting that you have to come up with the adjective “hybrid” combining strategy and tactics at the same time. I remember old times when “holistic” was one of those adjectives. however we coin it: pr consultants have to a) see the whole picture b) bring in their experience to a table, that gets bigger and bigger year by year and demands cooperation from all communicative departments.

  9. Heather Whaling
    June 7, 2010 @ 12:13 pm


    I love this post. While some people carve out niches defined by their successes in certain areas, most of us are working for brands that need our counsel and assistance in multiple areas. Whether it’s understanding how to use email marketing to drive social media conversations … or leveraging media placements into lead-generation activities, PR people need to get it. And know how to get results.

    Related, I think hybrid PR pros need to know how to assemble the right team. This is something I’ve been spending a lot of time thinking about lately. It’s impossible for one person to know everything, and to be able to do everything … especially in an agency setting where you’re working on a number of clients. But, the team leader does need the perspective to understand what skills are required and how to plug the right people into the right positions to deliver the desired outcomes.

    As always, thanks for an insightful post. This one really has me thinking! 🙂


  10. Harald_Nick (Harald Nick)
    June 7, 2010 @ 3:53 pm

    The future of PR – The Hybrid Professional via @sueyoungmedia (Awesome! @dbreakenridge)

  11. Deirdre
    June 7, 2010 @ 6:26 pm

    Hi Heather! Thank you and I really appreciate you sharing your insight. I agree with you. Hybrid pros have to realize that they can’t do it all themselves and it’s critical to select the right team, especially when working on a number of clients. I’m really happy that the post is making you think. I’ve been thinking a lot about it too, not only because it’s such an interesting topic but also because it’s a great way for our profession to move forward and take greater strides with social media 🙂

  12. Deirdre
    June 7, 2010 @ 6:32 pm

    Hi Marcel! Thank you so much 🙂 I’m really excited that you are working on a book. Congratulations and thank you for sharing your thoughts on the topic. I couldn’t agree with you more that PR has to see and be involved in the whole picture. And, through our experience building relationships and demonstrating value through measurement, we definitely earn a seat at the strategy table. However, much of this depends being more tapped into other areas of communication.

  13. Frank Strong
    June 7, 2010 @ 6:41 pm

    Hi Deirdre, thanks for this post — it’s a great concept and you’ve definitely had a role in shaping my thinking. Indeed, I agree, PR pros need to acquire skills that have traditionally been outside PR’s “lane.” Looking forward to meeting you IRL at the conference! Cheers, Frank

  14. rubylup (Lucy Payne)
    June 7, 2010 @ 6:44 pm

  15. Deirdre
    June 7, 2010 @ 7:17 pm

    Hey Frank! I really appreciate your feedback on my post. I’m looking forward to meeting you at the Vocus Conference. Will see you on Thursday morning 🙂

  16. ElleCCom (Elle )
    June 7, 2010 @ 8:11 pm

  17. mikesavage33 (Mike Savage)
    June 7, 2010 @ 10:46 pm

    Nice conversation with Deirdre Breakenridge about her Vocus keynote;

  18. Lyndi
    June 8, 2010 @ 4:55 pm

    Love this post. I think everyone should read this. The evolution of PR is beyond the decline of print. PR is a flexible and needs to be ready to adapt to any media that sprouts. Including this post in my 5 Lava Hot Social Media reads. Great!

  19. Deirdre
    June 8, 2010 @ 8:05 pm

    Hi Lyndi! Thank you very much for commenting and I’m really glad you enjoyed the post. I agree that we have to exhibit great flexibility with the changing landscape and must always be ready to adapt to new developments in PR. Great thoughts…thanks!

  20. Deirdre
    June 12, 2010 @ 5:02 pm

    Hey Jason! That’s awesome that the CEO asked tough questions and even if he’s older still sees the need for his organization to engage. You must have felt really good coming out of that meeting! Thanks so much for sharing your insight. I think the hybrid topic is very interesting and it will definitely result in PR taking a lead role in social media.

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