“Social Media does not stand alone. I don’t think of it as tactics but as strategy,” says US-based PR professor and practitioner Deirdre Breakenridge.
Speaking before International Institute of Digital Marketing online class, Breakenridge outlines the roles that a PR practitioner does in the age of social media and new technologies.
“With these integrations come new competencies,” reveals Breakenridge. “For the communication professional with a thorough understanding of the new platform, social media will be part of crisis management, reputation management, building relationships. It becomes a part of our community relations, intertwined in our research, and part of our measurement programs.”
During the early days of social media, Breakenridge says the industry’s mindset is to separate the traditional media and digital media. That’s no longer the case. She illustrates the multiple screens the consumers live in replete with traditional media such as TV and print publications intertwined with laptops, smartphones and tablets.
“It’s not about us. It’s about our constituents,” says Breakenridge.
“With technology and data and knowledge, we can be so much smarter about the people and the public of what we are serving.”
Breakenridge considers the job of the modern PR and communications professional as stepping into a hybrid role. He must start from the inside of the company, work together with various departments in unison effort for branded communications.
“We are no longer solo,” stresses Breakenridge, author of the book “Social Media and Public Relations: Eight New Practices of the PR Professional.”
“We work with brand building, marketing and advertising, digital creatives, and extends into all areas of the companies. We are the reputation managers; we want to make sure we are listening to the public and avert crisis.”
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