by, Pamela Cox-Nulman, APR, CPRC

“PR is not dead; it’s being reinvented,” was the message from Deirdre Breakenridge during a presentation of hers I was fortunate to catch earlier this month in New York City. She will also be a speaker at the upcoming state FPRA Annual Conference in Naples, August 8-11.

Deirdre explores the changing landscape of Public Relations and how it fits in the new world order being created by social media. Co-author, along with Brian Solis, of the popular book Putting the Public Back in Public Relations, Deirdre will no doubt be a highlight of this year’s state conference.

Here’s a snapshot of what she shared with PR colleagues in January:

• Public Relations is not dead, nor is it on life support. In fact, PR is in the perfect position to be a leader in the social media movement.

• No one “owns” social media. It is being driven by a global tsunami of individuals who communicate with different tools and have very different expectations.

• As PR professionals we need to listen first, then communicate (respond).

• Rules for measurement are changing:

     < Eyeballs & Impressions/OLD

     < Participation/NEW

• Engagement is the key: get “social”

• Transparency is critical for all organizations at all levels

In addition, PR professionals need to be aware the qualifications to participate in the new era of “Public Relations” are changing to include:

• Empathy

• Market expertise

• Understanding competitive landscape

• Relevant stories, benefits

• True intentions

• A customer approach

• Observance of online cultures

• Experience with social media tools

As a profession we need to move beyond studying traditional communication models and embrace sociology, psychographics and, humanize our communications to match the culture of our audience.

Want to learn more? Catch Deirdre at the FPRA State Conference, The Big Picture, August 8-11, 2010 at the Naples Grande Beach Resort. 

Register online today.

Deirdre Breakenridge is President, Executive Director of Communications at PFS Marketwyse. A veteran of the PR industry and well known author and speaker, Deirdre can be found blogging about PR 2.0 strategies at and you can follow her on Twitter @dbreakenridge. She is also the co-founder of #PRStudChat, a monthly Twitter discussion for PR students, educators and PR pros.