The future of PR: Hybrids r us

Tired of hearing about how PR is spin, B.S., and little else? We sure are. PR pro Deirdre Breakenridge is too! She’s got some ideas about where the profession has been and where it needs to go. (Hint: It involves bridging the old and the new.) “For me, the hybrid professional is rooted or educated in traditional PR (for example, skilled in traditional media) and trained in social media,” she wrote. “It’s still our jobs to connect with the media no matter where they report th…

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