Social Media and PR

Shift From a Tactical to a Strategic Approach

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Category: Social Media

Because social media has reignited the public relations profession and influenced a new world of communications, PR professionals are increasing their roles and responsibilities. Today’s practitioners are shifting from communication handlers and facilitators to strategic PR influencers and champions. When PR meets social media, and communication unites with technology, public relations professionals have the opportunity to expand their skill set and their PR practices.

Deirdre Breakenridge, author of “Social Media and Public Relations: Eight New Practices for the PR Professional,” discusses how the use of technology and communications together raise the profile of public relations in the eyes of executives and the public, moving PR from tactics to strategy. With a focus on integrating technology into PR planning, today’s communicator is able to capture deeper engagement and greater communications impact with the public. Public relations professionals will learn new practices and be actively involved in social media as:

  • PR Policymakers to spearhead a team of social media visionaries and strategists in their organizations who participate in audits, policy development and social governance;
  • Internal Collaboration Generators and COMMS Organizers who, through collaborative technology, create more opportunities to innovate and develop meaningful content for productive and targeted communications programs;
  • PR Tech Testers and Relationship Analyzers, using new competencies in Information Technologies to experience the latest social media tools from monitoring and measurement to influence and engagement;
  • Pre-Crisis Doctors and Members of the Reputation Task force, becoming more proactive and fully prepared for social crisis, upholding and maintaining the image of their brands, at all times; and
  • Masters of the Metrics, who will also be able to build programs that offer executives the metrics they expect, revealing communications impact and valuable business outcomes.


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. 



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