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  1. Jamie Garantziotis
    November 27, 2011 @ 1:28 am

    Nice post Deirdre!

    When you read through this list, you really get a sense of how much the communicator’s tool kit is changing as we approach 2015.

    While the core skills will remain, communicators need to be able to work across new and traditional media as a jack of all trades.

    What I find particularly exciting about these developments is that they extend and integrate communications right across the business, in turn evolving the concept of PR to a more strategic and business-led function that operates and engages both internally and externally.

    Honestly, has there been a more exciting time to work in media and communications?

    Bring on 2012!

    Best, Jamie

  2. Deirdre Breakenridge
    November 27, 2011 @ 9:59 am

    Hi Jamie! Thank you for sharing your thoughts and I feel the same way. This list definitely moves PR toward integrated strategic communications across a business. It’s really exciting to be in PR today and we will see a lot of advancement moving forward with media, technology and communications moving forward. Really appreciate your feedback on the post 🙂

  3. Laurel Miltner
    November 30, 2011 @ 9:57 am


    Great list here, and I agree with your predictions. However, I would potentially expand on the last point: My hope is that we will stop looking at online tactics as “PR 2.0,” and see all pieces of both online and offline PR/marketing as essential elements of modern campaigns, which seamlessly connect no matter the platform—print, online, mobile, TV, etc.


  4. Deirdre Breakenridge
    November 30, 2011 @ 10:22 am

    Hi Laurel…excellent point. I really hope that we can learn to seamlessly integrate the pieces of a modern program too. Thanks for sharing your thoughts about my predictions. Best wishes for a great 2012 & beyond!

  5. Jessi
    December 1, 2011 @ 8:49 pm

    This is a great list you’ve compiled. I definitely agree with everything you’ve said. I think that PR’s role in society will continue to grow as the years pass. I also think that as social media continues to expand, it will also become more and more vital in the work of PR practitioners.

  6. Deirdre Breakenridge
    December 2, 2011 @ 7:14 am

    Hi Jessi! Thanks for your feedback on my list. The key for PR professionals is to remain flexible and open to change, as we expand our roles and the media landscape continues to evolve. It’s a very exciting time to be in public relations. We have our challenges, but at the same time we’re learning and continually increasing our knowledge, skills and abilities. Have a great weekend.

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