Happy to be Part of the New Generation of PR Professionals

On my flight to PRSSA Leadership Rally in Scottsdale, Arizona, I finally had time to read a few chapters of “Social Media and Public Relations: Eight New Practices For the PR Professional” by Deirdre K. Breakenridge. I had won my copy in the #PRStudchat’s #8newpractices book giveaway.

As I opened the cute blue book with red inlay and a huge giant globe of technology on its cover, Breakenridge immediately introduces the eight new practices in the first couple of pages. As I read the book, I couldn’t help being grateful for my generation. To explain better, I will use one of the new PR practices.

According to Breakenridge, a PR professional must be a technology tester. I couldn’t help but think about how I take it for granted that technology is extremely important in the daily execution of a PR professional. In fact, the use of a Mac and an iPhone always makes it into different “how to recognize a PR professional” lists. Of course not all PR professionals are Apple consumers. However, you cannot ignore the fact that technology is a PR professional’s best friend. Then you add social media into the equation. It’s no secret that PR professionals are always integrating technology and social media into their daily roles. Professionals are now expected to identify, manage and guide all communications over the internet and through social media channels. Therefore, the mastery of new technology is no longer left to the younger generation only.
   
Now back to my initial reaction. My generation’s problem isn’t adapting to the new practices. In fact to us, these practices aren’t new. They are the norm. I try to imagine being a PR professional without being a policy maker, an internal collaboration generator, a technology tester, a communications organizer, a pre-crisis doctor, a relationship analyzer, a reputation task force member and a master of the metrics, and I CAN’T.

Little wonder everyone expects my generation to be social media and technology savvy. And for me, I can’t help but be proud to be part of my generation. There is no doubt in my mind that we have enough resources available to be better PR professionals.

To get a copy of the book, visit Amazon.com.