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  1. Davina K. Brewer
    April 9, 2010 @ 11:00 am

    Deirdre, I’m a solo PR and generalist, so I try and have as many clubs in my bag as possible. You never know how they’ll help your game until you need them. The technical skills like design, HTML and CSS, WordPress; the research and methodologies for campaigns, measuring ROI, ROE; and of course social media skills are all essential.

    My toolkit is growing with technology, but without skipping the basics: research, writing, recognizing and telling a compelling story to the right audience. FWIW.

  2. Deirdre
    April 10, 2010 @ 8:40 am

    Hi Davina! I agree that it is essential to have the basics in your toolkit. The research, writing, recognizing and telling a compelling story will always be the basis of good public relations. Many of the new tools are enhancing the basics and helping us to create more value in the relationships that are forged as a result. Technology will continue to advance and provide us with better, faster and effective ways to collaborate, but its our ability to listen, understand and interact with the public the right way that propels us forward. Thanks for sharing your insight!

  3. Kelly Misevich
    April 12, 2010 @ 9:51 am

    Great post Deirdre! I find that the strategy wheel perfectly illustrates all that needs to go into PR plan. I frequently find new tools to add to my toolbox. I always value posts like this one that address the topic of new resources. I agree with Davina on the importance of the basics, you will always need those in this industry.

    For me, monitoring and tracking has become more complex. If you don’t use the right tools, you get a lot of unnecessary information and waste a lot of time sorting through everything. I recently came across AlertRank which takes your Google Alerts and sorts them for you. This has been a huge time saver and great way to track information.

  4. Deirdre
    April 12, 2010 @ 9:54 am

    Hi Kelly! Thank you very much! I’m finding that the monitoring is much more complex too. I’m going to check out AlertRank, which sounds really helpful. I could use a huge time saver. Thanks for the new tip 🙂

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