6 PR Archetypes in Search of a Solution

In the age of high-technology, PR pros need a different skill set if they want to succeed. There are those who flourish in digital PR and those who tank. Here are the six types of PR professionals that dominate, their Achilles’ heel and how they can do their jobs even better.
1. The Social Adopter. Emerging social media channels have broadened the arena of communicating to the media. Social media channels, such as Twitter and Google+, have created amazing opportunities for public relations professionals to increase their organization’s share of voice.
Establish relationships in new ways with journalists. Social adopters are not afraid to embrace new technologies and social channels to help advance their practice.
They have given up their business cards for an optimized LinkedIn profile, replaced traditional media kits with branded eBooks and have embraced Twitter for finding, researching and engaging journalists.
Achilles’ heel: Traditional media relations.
The fix: A successful PR professional has a good understanding of traditional and new media.

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