Universal PR Professional of Tomorrow

New Requirements and Competencies

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Leadership & Management

What skills are needed to meet the requirements for integrated marketing communications in the new millennium? This session discusses the state of academic and professional education, and the skills most sought after by employers. Each panelist will make a brief presentation focusing on a specific area of expertise, followed by a discussion assessing the advantages and pitfalls of innovative ideas.

  • Get a fresh perspective on social media planning and applying new public relations competencies.
  • Gain insight from recent results of an international study about employer skills and knowledge expectations of young public relations professionals.
  • Discuss the impact of how too much reliance on social media can produce lazy communication strategies.


Deirdre Breakenridge, CEO, Pure Performance Communications

Photo of Deirdre Breakenridge

A 25+ year veteran in PR and marketing, Breakenridge is the author of five Financial Times Press books including her latest titles, “Social Media and Public Relations: Eight New Practices for the PR Professional,” “Putting the Public Back in Public Relations,” and “PR 2.0, New Media, New Tools, New Audiences.” She speaks nationally and internationally on the topics of PR, social media and marketing. 


Geno Church, word-of-mouth inspiration officer, Brains on Fire

Photo of Geno Church

Church is responsible for developing word-of-mouth, buzz, viral and evangelism strategies for the agency’s clients. In his 14+ years with Brains on Fire, Church has helped build word-of-mouth into the identities of brands including Fiskars Brands, the American Booksellers Association, Rawlings Sporting Goods, Rage Against the Haze and many others.


Sergei Samoilenko, communications instructor, George Mason University

Photo of Sergei Samoilenko

In addition to instructing, Sergei is the faculty advisor for the Public Relations Student Society of America (PRSSA). He also assists the Center for Global Education (CGE) at George Mason with developing CGE summer programs in public relations in Austria and Germany. He also serves as president of the Eurasian Communication Association of North America (ECANA), established to facilitate former Soviet Union-related communication research, education and its practical social application in Russia and the United States, and to promote joint projects between scholars from Russia, CIS and Baltic states and their North American counterparts.



Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.