'The Race for Relevance': Social Media Demands New PR Competencies

June 30, 2017

Deirdre Breakenridge
Deirdre Breakenridge

“Who will come up here to participate in a Facebook Live interview?” Deirdre Breakenridge challenged attendees at a recent Philadelphia Chapter program titled, “The Race for Relevance: Embracing the Evolving Roles in PR.”

Breakenridge, CEO of Pure Performance Communications and author of several books on social media, explained that PR professionals must be “technology testers” to stay abreast of fast-changing social media trends. 

She urged PR pros not to be paralyzed by perfection. “We used to think we needed expensive equipment to shoot amazing videos,” she said. But after an abrupt introduction to Facebook Live, she had to ad-lib a 10-minute educational post and realized, “You don’t have to be perfect. The point is to try it and get better.” 

When she asked for a volunteer, nervous giggles punctuated the audience gathered at Slice Communications, host of the March program. “I’ll do the Facebook Live interview,” I offered, finishing my wine and wishing I had time for another. 

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