Every other week on Tuesdays from 3-4:30 p.m. EDT, ProfNet editors interview one professional to jumpstart dialogue about an industry topic. You can follow the conversation by checking out the #ConnectChat hashtag on Twitter. If you're interested in being a featured guest, email me at grace.lavigne@prnewswire.com

 

In this week's #ConnectChat on Tuesday, July 17, we featured PR, marketing and social media expert Deirdre Breakenridge (@dbreakenridge) who discussed "How Social Media Is Changing PR." The chat featured information on new skills and practices PR professionals need to master, what it means to be a hybrid PR pro, the role of social media in a company, where the PR industry is headed, and more.

Deirdre is the founder and CEO of Pure Performance Communications (@PurePerComm). She speaks nationally and internationally on PR, marketing and social media topics; and is the author of five Financial Times books, including her most recent, "Social Media and Public Relations: Eight New Practices for the PR Professional." She also co-hosts her own chat, #PRStudChat (or @PRStudChat), which is a conversation between PR students, educators and professionals.

 

@ProfNet: Welcome to #ConnectChat! This is Grace Lavigne, taking over @ProfNet for our chat today with Deirdre Breakenridge (@dbreakenridge).

ProfNet: Feel free to jump in with questions and comments. Just remember to include the #ConnectChat hashtag so we can all see your input!

ProfNet: Today, Deirdre will discuss how social media is changing the PR industry, and how we can shift our mindsets accordingly.

@dbreakenridge Hi everyone, thanks for joining us today for #ConnectChat!

 

ProfNet: Q1. With the rise of social media, what new skills do PR pros need to master?

Breakenridge: 1) New skills include competency in information technologies. We have to be PR tech testers. 2) PR pros must be able to start a dialogue and build relationships through new channels. 3) It's great to see PR embracing video, SEO, website analytics, monitoring technology, CMS, etc. 4) PR must strategize to connect directly with stakeholders, especially our customers.

@jgombita Google Analytics (and some SEO).

Breakenridge: Yes! RT @jgombita: Google Analytics (and some SEO).

@comminternships: PR students, take note, you need to understand these to get a job today: RT @jgombita: Google Analytics (and some SEO).

@jgombita: I can't believe how many people in PR/marketing diss Google+, given how significant is search for modern-day PR.

Breakenridge: @jgombita: Yes, you're right. Google+ is good for search.

@jgombita: Not JUST search, but other elements of PR. @marktraphagen agreed to do a guest post on @prconversations about it.

Breakenridge: Yes, Google+ is a great way to engage (broadcast video hangouts).

@AllthingsIC: How to translate requirements for conversation into achievable outcomes. Keeping updated and cutting through "noise."

@CourtneyGHuber: @AllthingsIC Agree re: keeping up. There's so much content/news out there and much to learn in my own industry for which I do PR.

Breakenridge: @AllthingsIC Yes, it's tough to rise above the noise!

@AllthingsIC: Remembering the "basics" too -- e.g., writing, grammar and ability to create and maintain good conversations and relationships.

@OregonPRGirl: So important! "Remembering basics: writing, grammar, ability to create/maintain good relationships" via @AllthingsIC

Breakenridge: A must! RT @OregonPRGirl: So important! "Remembering basics: writing, grammar, ability to create/maintain good relationships."

@jgombita: @AllthingsIC: Agreed. But not corporatease or speechifying.

@AllthingsIC: @jgombita: Heaven forbid. Agreed, key is jargon-free, plain English. Alienating people through language = less than ideal!

@higginbomb: Data analysis is so important to PR in social media. So much new data, so few rules on what to do with it...

Breakenridge: @higginbomb Agreed!

@BlancandOtus: Getting across the main point of the news in 140 characters or less!

@optimeUSA: Not only implementing social media, but doing so with tactics and strategies that interact and reach the right audience!

 

@comminternships: I constantly encounter students who want to major in PR, but don't want to take writing classes. What do you tell them?

Breakenridge: @comminternships Writing is so important. It's one of our core competencies. Good writing takes practice.

@comminternships: That's what I tell students, but they don't listen! And social media make writing even more important!

 

@rsmithing: What's your advice for convincing reticent clients to consider social media?

Breakenridge: @rsmithing They should realize their customers might be there, and their competitors too!

@OGPR: Show them what their competitors are doing. Most likely they are there already.

 

ProfNet: Q2. What does it mean to be a hybrid PR professional?

Breakenridge: 1) Moving the best of traditional forward, integrated with digital/social communications. 2) Working cross functionally with other areas of marketing, and moving outside of the PR silo. 3) PR pros are learning and applying other areas of marketing into their practices. 4) Working more closely with marketing, Web, IT, sales, etc. 5) Customer service and PR work very closely together as a result of social media.

@jgombita: Don't you need to define what the elements are of your particular "hybrid"?

@BlancandOtus: @dbreakenridge We agree -- working with other areas of marketing is crucial to make sure you maintain your edge as a PR pro.

@jgombita: @dbreakenridge major OUCH. Do you see public relations as only being a part of marketing?!

Breakenridge: @jgombita Public relations integrates throughout the company. Involved in sales, HR, customer service too!

@jgombita: @dbreakenridge per @commAMMO, "All marketing is communication, but not all communication is marketing." Same with PR. #ConnectChat

Breakenridge: @jgombita True!

@AllthingsIC: Being a hybrid pro means the ability to adapt and evolve. Keeping audience firmly in mind and making smart decisions.

@comminternships: @AllthingsIC Adaptability is key in any communications career today.

Breakenridge: @AllthingsIC @comminternships Yes, must be very flexible and be able to adapt to a global communication environment.

 

@joseph_davis: Should the emphasis be less about SM channels, and more about the content, delivery, engagement?

Breakenridge: Have to make sure your audience congregates in a community, and then it's all about the engagement.

@joseph_davis: @dbreakenridge Agreed.

@optimeUSA: It's not enough to be in the community, if you don't connect and get involved! Social = engagement!

@comminternships: So true. Many businesses thing social media is one-way communication. It's not.

@AllthingsIC: @joseph_davis Yes always -- first defining what it is you're trying to achieve, then choosing the channel, social media or otherwise.

Breakenridge: @AllthingsIC @joseph_davis Know why!

@AllthingsIC: @dbreakenridge Absolutely, "why" is crucial.

@joseph_davis: @AllthingsIC I think those steps are often forgotten. Many see the channels first, without defining goals.

@AllthingsIC: Absolutely, easy to get blinded by shiny, whizzy channels and forget the core competencies!

 

ProfNet: Q3. What are some new PR roles or practices?

Breakenridge: 1) The Internal Collaboration Generator knows good communication starts on the inside with sharing technology. 2) The Pre-Crisis Doctor who plans for crisis through a new approach, process and recovery. 3) The Relationship Analyzer takes relationships to deeper levels through technology and visualization.

@AllthingsIC: Social media creates many opportunities -- job titles vary, but essence is same -- creating and connecting with employees/customers.

@rsmithing: @AllthingsIC Yes! @BrianSolis even says now is a PR renaissance in a @dbreakenridge foreword: ow.ly/ciXjf

@jgombita: I think the most POWERFUL (and underused) is creating communities of interest. Note: don't mean blog-commenting communities.

Breakenridge: @jgombita Yes, communities where you can move past just comments and begin idea sharing/crowdsourcing.

@jgombita: @dbreakenridge Meant more common background, but different employers. Like the "engineering" mindset. Give them a space.

@AllthingsIC: @jgombita Agreed, and important that they're "of interest" and enable you to go beyond purely commenting. Ooh, thanks for @cjoh info.

@jgombita: @AllthingsIC Have you read @cjoh's The Information Diet (which inspired my Nutrition Byte)? Be careful where you spend time.

@ccduong: The social media guru: not actually putting info out, but rather teaching and getting internal employees up to speed.

@SuperDU: Lots of old roles, but with new tools. Monitoring customer sentiment, for instance. Ombudsman is old title, but with new tools.

Breakenridge: @SuperDU Sometimes hard to get move past old rules to learn, embrace and implement new tools.

@SuperDU: @dbreakenridge: True... requires internal champion to get the "old school" leadership to better understand benefits of new tools.

@AllthingsIC: I think a "new practice" is to keep up! Now more than ever, PR/comms pros need to be aware of what's around and help educate. Brian Solis' Conversation Prism captures this really well, I blogged about this last week: www.rachmiller.com/?p=2571

Breakenridge: @AllthingsIC I'll never retire the prism! Although it's constantly changing. I love the Conversation Prism! Discussed this in my book with Brian. Greatest infographic ever!

@AllthingsIC: I love the prism, used it for about three years now -- mainly to demo the breadth and variety of what's around.

@higginbomb: How about evangelism?

Breakenridge @higginbomb Yes, there is the Chief Evangelist role.

@BlancandOtus: We are definitely seeing a request for social media experts; also experts trying to solve the ongoing metric issue with PR.

@jgombita: @BlancandOtus: Hope you're hiring senior-level people. Knowing how to use the tools is not the same thing as being PR/biz savvy.

@BlancandOtus: @jgombita Completely agree! Having both is key to successful communications.

@SpectorPR: PR industry is developing social media measurement standards to meet this demand bit.ly/NxGW6j

@jgombita: @SpectorPR @BlancandOtus Interesting that the standards are coming "out" of Europe, n'est-ce pas?

 

ProfNet: Q4. Which new practices are the most challenging for communications professionals?

Breakenridge: Being a technology tester because you have to constantly test new apps, resources and platforms.

@SuperDU: @dbreakenridge It's tiring!

@abbyatsmith: Learning the etiquette of pitching/finding sources via social media.

Breakenridge: It's so important to understand and use technology the way your stakeholders do.

@SuperDU: THE hardest new practice is participating in real dialogue without tons of legal and management approvals!

Breakenridge: Becoming a Master of the Metrics requires a new understanding of metrics tracked over time. With measurement, you have a wide variety of metrics and you must know how to track them back to your goals.

@SuperDU: @dbreakenridge I actually think new media provides more and better metrics than PR pros could use before!

@rsmithing: @SuperDU Absolutely. Where's Google Analytics or Facebook "likes" on press releases, direct mail and print ads of yore?

Breakenridge: @SuperDU Yes, there are really good metrics. It's just a matter of knowing which the executives want to see.

@SuperDU: @dbreakenridge What I'm seeing is we have to provide the old metrics AND new ones = more work.

@INBlaqkInk: @dbreakenridge @SuperDU Agree with both. It's also about presenting in a format that's understandable and useable for their needs.

@AllthingsIC: @dbreakenridge Aha the return on investment (ROI) position! Agreed, knowing what execs want to see = very important.

Breakenridge: @AllthingsIC The vanity numbers won't get us very far.

@jgombita: The amount of transparency you should have about your company -- and what areas? Financial? Innovation?

@AllthingsIC: Comms pros know "selling-in" within orgs = crucial. Social media provides many opportunities, and talking language of the business is vital.

@higginbomb: Don't forget "old" practices. So many dive in to new stuff and forget effectiveness of face-to-face.

Breakenridge: @higginbomb We must take the best of traditional forward!

@AllthingsIC: Comms pros need to be brave and "retire" old channels. If you introduce a new one, reassess what can go.

@MichWalkden: @AllthingsIC Good advice. Just wish it was easier to convince the "brains trust" that came up w the format in the first place.

@AllthingsIC: @MichWalkden Ha, like that "brains trust" -- indeed!

@comminternships: And keep in mind that today, "old" channels may only be a few years old.

@AllthingsIC: @comminternships: That's true, better to admit when a channel isn't working than keep banging that drum, regardless of its age.

 

@comminternships: Do you see the messages of PR professionals getting lost today amid the urgency to keep up with tech changes?

@SuperDU: PR messages shouldn't get lost with new tech… should actually become more targeted.

Breakenridge: @SuperDU I agree.

Breakenridge: If we master the tech changes, the messages will be more meaningful -- greater impact to our stakeholders.

 

@KreeBeau: What are your thoughts on Google+ Hangouts/chats -- is there an demographic they best suit?

@comminternships: Google employees. LOL.

Breakenridge: LOL! That's pretty funny about Google employees :)

Breakenridge: That's a really interesting question. Are you thinking younger because of musicians who broadcast in Hangouts live?

Breakenridge: I've used them for closed Hangouts, but willing to try the open forum.

@KreeBeau: Actually for business professionals. I have not seen them be successful so wanted to see if you had any tips #connectchat

Breakenridge: I think the verdict is still out. I hear both the positive and negative. Negative mostly with technology.

@jgombita: Think they are FABULOUS for international groups. @nealschaffer held one "in" Japan this week, for example.

@KreeBeau: Great to hear! I will take a look at what he did. Is there an industry you see Google+ chats working for?

@jgombita: I suspect Google Hangouts will be more effective for B2B companies, charities, governments, etc., over B2C.

Breakenridge: I know a hospital group that was holding learning sessions in Google+ Hangouts.

 

ProfNet: Q5. How can social media help you become a more strategic communications professional?

Breakenridge: Social media gives incredible intelligence, and when filtered, you can plan more strategically.

@JochemKoole: @dbreakenridge Definitely. However, you'll need both tools, and people to manage that.

Breakenridge: @JochemKoole Yes!

Breakenridge: With social media you can be better prepared for negative and crises.

@higginbomb: @dbreakenridge And you can react quicker.

@SuperDU: With social media, we're also more exposed to negatives and crises (so we HAVE to be more prepared). Goes both ways.

@AllthingsIC: Agree you're better prepared for negative and crises. Then also able to respond in real time with employees and customers.

Breakenridge: @AllthingsIC Response is immediate -- it's what the public expects and they want to be involved.

@JochemKoole: @dbreakenridge You'll need both the tools and your crisis management on board. Reaction speed is of great importance.

@AllthingsIC: @O2 in the UK were great example of a good response to crisis last week, turning into PR win: tinyurl.com/crqcuwm

@SuperDU: Creating long-term relationship with audience via social media is very strategic (removing media middlemen).

@MichWalkden: @SuperDU Still can't neglect media relationships -- may need them one day.

@SuperDU: @MichWalkden: Agreed. It just means we're doing double duty with traditional and new media right now!

@BlancandOtus: Social media helps you gain visibility into your target audience/stakeholders; helps to increase effectiveness of your communications.

@AllthingsIC: Social media helps you be more strategic, as you're able to have rounded view of the world -- makes it smaller by connecting you.

Breakenridge: @AllthingsIC Great!

@isalara: Social media helps to find reporters on our beat who aren't in our press lists, and to improve summarizing and pitching skills.

Breakenridge: @isalara Good point

@OregonPRGirl: Social media helps communicators target messages better and more precisely, and with fewer words.

 

@joseph_davis: Does social media make you better prepared for crisis or aid in response to crisis?

Breakenridge: It's both. You have the intelligence and training to be prepared. Response is quicker and involves groups to help.

@jgombita: Drives me crazy what is considered a "crisis" in social media, given what's going on in the (real) world…

Breakenridge: @jgombita You're right. There are levels of escalation. So not everything is a crisis.

@MichWalkden: Agreed. Sometimes it seems the social media storm creates a crisis where one didn't exist.

@jgombita: @MichWalkden Social media storms pass really quickly; rarely true damage done to reputation.

@MichWalkden: @jgombita Completely agree. Twitter storms in particular seem to generate negative PR because they become the story.

Breakenridge: You can strategically engage for more valuable outcomes -- leads, sales, registration, better CS, more productivity.

@joseph_davis: @jgombita I suppose "real world" crisis can now be interpreted through social media channels.

@SuperDU: "Crisis by Social Media" remains real threat to corporate/personal reputation, though, which means more vigilance required.

@jgombita: @SuperDU Keep telling people they need to examine "social media crises" into the NEXT financial quarter to see if real impact.

Breakenridge: @jgombita Yes, you can have the big shark attack right down to those nibbles! :)

@jgombita: @dbreakenridge: I was proud to use "minnowizing" a social media "crisis." :)

@MichWalkden: @joseph_davis @jgombita Do you mean we are redefining what a crisis is?

@jgombita: @MichWalkden More likely redefining the timelines.

@SuperDU: @jgombita I guess I'm referring to real stories that gain more legs via social media than through traditional media, upping response times.

@jgombita: @SuperDU Like @belvederevodka's (really dumb) Facebook ad?

@MichWalkden: But how much real impact do those "flash" stories have? If they persist and permeate mainstream as well…

 

@Open_Budget: I'm just curious if you would be able to suggest a good book or article about PR in relation to museums and galleries?

Breakenridge: Hmmm... What about the PRAM (Public Relations Association of Museums)? They would be a good resource.

 

ProfNet: Q6. Is social media the sole responsibility of PR? Do marketing, advertising and branding departments have a role?

Breakenridge: Social media moves across the organization -- groups working together, with different objectives.

@INBlaqkInk: Absolutely not. The main messaging of social media should be crafted to match the marketing goals of the organization. PR just tells a story.

@MichWalkden: Since social media has so many purposes and so many targets, it can't be controlled by one function. But an overall policy is needed.

@JochemKoole: Social media is not a responsibility. Everyone's responsible for using social media for their own goals (if possible).

@SuperDU: @JochemKoole: Not everyone. Should be clearly defined roles and responsibilities about who "speaks" for organization via social media.

@JochemKoole: @SuperDU Agreed. Everyone within our organization (@DeloitteNL) can speak about the firm. Just a few can speak for the firm.

@abbyatsmith: While PR seems to have the most success in social media, a good advertising or marketing campaign is possible.

Breakenridge: @abbyatsmith Yes and when those areas work together, the campaign is even better!

@comminternships: Every single employee who has a Twitter account plays a role in the social media policy of the organization.

@INBlaqkInk: @comminternships Don't agree. Too many messages usually results in the wrong message.

@comminternships: @INBlaqkInk I think you missed my point. Any employee with a Twitter account can use it to stay on message or embarrass organization. It's why every organization needs to develop and enforce a social media policy for all employees.

Breakenridge: PR works with other areas, from social governance and planning to content curation and monitoring of programs.

Breakenridge: @jgombita: I think PR should spearhead/guide, but not own social media. I think PR should be part of a core team of social media strategists/visionaries in an organization.

@SuperDU: In the end, doesn't there need to be one function that is accountable for an organization's social media presence?

Breakenridge: Yes and right now a lot falls on the CMO's shoulders.

@curtbizelli: Playing publicist and CMO -- knowledge of both.

@MichWalkden: Brand management yes, but what about social media for customer service?

@jgombita: @MichWalkden Not huge on it. Fave post @conversationage's Fair Not Special post: www.conversationagent.com/2011/01/why-cu...

@MichWalkden: I meant, should PR have the lead in social media when applied to customer service?

@jgombita: @MichWalkden I would say no. I don't actually believe customer service should "report" to PR.

@curtbizelli: Correct me if I'm wrong, but I believe that viral marketing social media is a form of publicity.

Breakenridge: Working with other groups doesn't mean we lose our core purpose; we have just expanded our opportunity!

@AllthingsIC: @comminternships Any employee could embarrass an organization, but Twitter only one of the ways that's possible.

@SuperDU: @comminternships Twitter and other social media are just more visible ways employees can embarrass organization.

@comminternships: @AllthingsIC True. But it's also one of the most visible ways.

@AllthingsIC: @comminternships Definitely visible, if people want to be negative they'll always find a way to have their voice heard.

@curtbizelli: @tweetchatbot I believe you can make something go viral. It takes similar creative strategy as used in PR.

@SuperDU: @curtbizelli: The goal often is to make something go viral, but it's not as easy as some in leadership roles think!

@MichWalkden: @SuperDU @dbreakenridge I doubt that's really possible without creating social media police, which goes against the point of interaction.

@SuperDU: @MichWalkden @dbreakenridge If organization has marketing/reputation goals/campaigns related to social media, someone has to own them.

@OGPR: @SuperDU @curbizelli So true. You never know if something will end up going viral. It's hard to predict.

@MichWalkden: @SuperDU @dbreakenridge Completely agree. Strategy/goals have to be owned for consistency, but no one can completely govern social media.

 

ProfNet: Q7. How do you use metrics to interpret success? How do you drive metrics?

@Edu_Qui: PR industry is developing social media measurement standards to meet this demand bit.ly/NxGW6j

Breakenridge: First must have objectives and know what you're trying to achieve! Select the metrics that track back to your objectives/goals. It's important to know what you're measuring: leads, sales, registration, awareness (buzz), community growth, etc. Selecting the right metrics for your executives is critical. They are less concerned with follower counts and retweets.

@joseph_davis: Excellent point about selecting the right metrics. Follower count and RTs can be misleading.

@AllthingsIC: Chartered Institute of Public Relations in the UK (@CIPR_UK) ran a measurement summit recently: www.rachmiller.com/?p=2544

@JochemKoole: @dbreakenridge And "layers" of metrics/goals. Followers = reach, Interactions = engagement, Contact = sale.

@curtbizelli: What do you feel are the proper metrics?

@abbyatsmith: @dbreakenridge @curtbizelli I'm curious as well, I can measure my trade PR success, but still in the dark with social media.

@SuperDU: For @DavenportU, we measure audience engagement -- leading (we hope) to student retention.

Breakenridge: @SuperDU So important!

@curtbizelli: Yes and influence is very important. I believe measuring influence of brand advocates is far more important than follower count.

Breakenridge: @curtbizelli Influence definitely plays a role!

@JochemKoole: The most challenging thing about social media is that you are no longer in control. Accept it and roll with it.

@SuperDU: @JochemKoole: Cannot control, yes. However, you can strongly influence.

@jgombita: I'm a fan of @sheldrake's definition of "influence" and "outcomes." See @Sheldrake's The Business of Influence book!

@curtbizelli: @jgombita I'm definitely adding it to my reading list :) Thank you for turning me on to @sheldrake's definition of influence. Sounds VERY INTERESTING!

@AllthingsIC: I second the @sheldrake recommendation.

@jgorbita: See @sheldrake's online glossary: www.influenceprofessional.com/2011/04/gl...

 

ProfNet: How do you systematically map out audience connections?

Breakenridge: Listening to conversations, and identify influencers driving the discussion.

@AllthingsIC: Listen, listen, listen.

Breakenridge: @AllthingsIC Yes, yes, yes!

Breakenridge: Understand the culture, critical issues and passion in the community to make better connections. Use crowdsourcing, contests, and promotions for deeper engagement. PR will be entrenched in new technologies and we will educate our execs on consumer behavior.

@abbyatsmith: @dbreakenridge Do you use any formal method for mapping these connections or is it purely a "gut" thing?

Breakenridge: @abbyatsmith You can use MentionMapp and TouchGraph to visualize connections.

@jgombita: When it comes to SOCIAL media, I'm really not a fan of the term "audience." I don't like it.

@brightmatrix: @jgombita Why is that? Because it implies that they're purposefully coming 'round to listen to your every word (not always case in social media)?

@jgombita: @brightmatrix Yeah. Like "playing to the room." I'm not here to perform. And if I amuse, it's because I'm amused myself.

@6cSocial: "Audience" implies "broadcast" in my view... (also implies MARKETING)

@curtbizelli: @jgombita: I use the word "audience" naturally, because I am partner in two media outlets.

@jgombita: @curtbizelli I was having a convo with my @cbcradio journo pal last week. Said with radio it feels like people are IN THE ROOM.

@curtbizelli: @jgombita Sorry, lol, maybe I don't understand the "in the room" concept because I'm not a host.

@jgombita: @curtbizelli I meant radio is a medium whereby it does not sound like hosts/interview subjects are "playing to an audience."

@curtbizelli: @jbombita It's all about audience (from the perspective of VP of media outlet, producer/director)... they are our lifeblood. Maybe that's why I'm a "broadcaster" on @klout

@jgombita: @curtbizelli Maybe in traditional media. But I can tell you that journos who participate in social media only work well if they engage.

@curtbizelli: @jgombita Oh no! I very much believe in engaging. Very important.

Breakenridge: @jgombita Technically, we're not supposed to say "audience" anymore because it implies "mass." Old habits are hard to break.

 

ProfNet: Q9. Where is PR headed? What's on the horizon?

Breakenridge: 1) PR will continue to integrate with other areas and strategize cross functionally. 2) PR can look forward to interactive living rooms, touch experience, augmented reality, etc. 3) PR will gain influence by telling more meaningful stories through technology and educating others on best practices.

@MassAvePR: Micro-agencies and honest pricing.

@abbyatsmith: Faster story development, media connections via social media. It feels as though we're moving closer to consumers and the media, my pitching feels more organic the more I interact.

@curtbizelli: Bigger gap between pros and amateurs.

@comminternships: All of those need to be considered, but mobility, I think, is the dominant mode of communication for the near future.

@isalara: Audience so fragmented, PR must use social media channels to reach niche markets, user/client feedback -- more important than ever.

@JayOuellette: PR is viewed much more strategically today. We need to take the view of the customer and go up and be front of the line.

@jgombita: On @prconversations, @greenbanana and I are lobbying for PR/social media to focus on the "organizational narrative" (not MSM dependent).

 

ProfNet: Q10. Any PR pros you'd recommend following?

Breakenridge: Yes, follow @SarahEvans @GiniDietrich @GeoffLiving @MisusP @PRTini @valeriesimon

@abbyatsmith: I suppose it would be cheating if I recommended @SmithPublicity? But do I love @GalleyCat @prnewser and @PRNewswire for my news.

@Publitek: A couple, @jangles @steveology

 

ProfNet: Deirdre, what are you working on now?

Breakenridge: Working on #PRStudChat -- July 18 at 8:30 p.m. EDT. Also doing a lot of training with respect to my book and the #8newpractices.

 

Final Comments

@SuperDU: Glad I stumbled upon #ConnectChat… great conversation with communications leaders I greatly respect! Thanks all!

@AllthingsIC: Thanks all, interesting chat. Good to discover new people and perspectives. Thanks for hosting.

Breakenridge: @AllthingsIC Thanks for a great chat session. Appreciate all the good insights shared.

@rsmithing: @dbreakenridge Solid advice. Thanks also to @GnightGracie, @ProfNet, @OGPR and @AllthingsIC for an engaging #ConnectChat.

@melvinvoskuijl: Interesting Q&As over social media via #ConnectChat.

@BlancandOtus: Thanks for the great discussion, it's been fun!

@comminternships: Thanks for a great #ConnectChat today. This was an outstanding topic and discussion.

@OGPR: Great chatting with everyone!

@SuperDU Thanks for leading #ConnectChat today Grace… perfect anecdote to a slow afternoon.

@Called2Connect: I learned a lot from #ConnectChat. I can't wait for the next one.

Breakenridge: Thanks everyone for the great discussion. I really enjoyed #ConnectChat!

@dbreakenridge: Thank you @ProfNet for asking me to participate in #ConnectChat. Had a great time today! A great session with a lot of really good insight from the community.

@ProfNet: That's a wrap! Thanks to all for the great participation in #ConnectChat today. Hope everyone found it informative!