The rise of the hybrid PR
The digital public relations professional is a hybrid profession that fuses both the traditional PR/Communications department with Marketing and Advertising and armed it with digital tools.
This seems to be the gist of the recent talk of Deirdre Breakenridge, CEO of Pure Communications and author of Social Media and Public Relations and PR 2.0, in the Certified Digital Marketer (CDM) Program.
“The communications strategist or hybrid professional should guide all communications with a seat at the boardroom table,” claims Breakenridge. “The integrated PR/communicator should work cross functionally with other groups. He or she should be skilled in social media, SEO, web, video and the current technology while practicing traditional and social communications.”
Breakenridge says that the hybrid PR professional should be able to perform eight functions: PR policy maker, pre-crisis doctor, relationship analyzer, and internal collaborator, master of metrics, PR tech tester, communications organizer, and reputation task member.
She defines three crucial roles that should be natural with the hybrid PR professional.
“The hybrid PR professional should be the PR policy maker who is responsible in spearheading and guiding the social media policy development process,” says Breakenridge.
“As a pre-crisis doctor, the hybrid PR professional should think proactively about the possible level of escalation, long before an issue arises,” adds Breakenridge.
“As a relationship analyzer, they hybrid PR professional should have a strategic approach to relationship building, using technology to see how people are connected and digging into the psychographics of their behavior.”
Learn more about current trends and best practices of digital PR and social media in Social Media Marketing 102 of the Certified Digital Marketer (CDM) Program.
Visit imadigitalmarketer.com or call 927-0096, 0928-506-5382 for more details. advt
