September 29, 2011 / by Chris Pilbeam

Vocus owes a huge thank you to Deirdre Breakenridge who was our wonderful guest on #VocusChat yesterday. She provided such incredible insight and I want to be sure that everyone was able to hear from her regardless if you were able to join us on Twitter or not.


You talk a lot about the evolution of digital PR. How has the #PR role expanded in the past year?

@dbreakenridge: Our roles are strategic, involved in social governance, preventing crisis & listening/responding to the public. PR is working closely w/other mktg disciplines & learning new skills … SEO, video, PPC, web, etc


It’s clear that the role of social media is expanding as well. How will that affect #pr and #marketing?

@dbreakenridge: Social media involves many groups in a company. PR/Mktg must coordinate with different departments. We’re helping to break down the silos to make sure there is social media governance for all employees. We’re curating content through different channels. Listening first to offer helpful & valuable info. Social media creates an intersection between PR, marketing, advertising and customer service. We have to learn to manage all channels efficiently. Only be where your audience congregates.


What are some steps that #pr and #marketing pros can take to make sure they are keeping up with a constantly changing industry?

@dbreakenridge: Stay active in social media. You don’t have to be everywhere but interact w/ your peers to learn together. Find your favorite news sources & make sure you get the headlines everyday. My favorite news sources include Mashable, Social Media Today, PR Daily, PRWeek, & NYTimes. Stay up-to-date on industry topics w/your favorite blogs…a few favorites: Spin Sucks, PR 2.0 and ConversationAgent.

Other cool resources brought up during the chat:

  • Alltop
  • Google Reader
  • Social Media Section under Tech on CNN and Yahoo
  • Flipbook


You’ve also talked about the marrying of tech and marketing. Where do you see technology taking marketing/pr?

@dbreakenridge: Very important union btw. technology & mktg, but the 1st focus is always the people you’re trying to reach. Strategic communications and technology lead to deeper more meaningful connections. Marketing & PR will learn much more about customers through innovative technology! Marketing & PR pros must stay on top of technology … experiment and know what’s new.


Owned media vs Earned media – which is more important today and why?

@dbreakenridge: Great question … both owned and earned media present an opportunity. Companies need both!  In social, earned is powerful. Takes time & commitment to create strong relationships w/customers, bloggers, media, etc. Earned media is trusted in the peer-to-peer community environment. Owned media allows the brand to tell a customized and transparent story. Owned media allows you reveal people behind the company, to make connections & to have a human voice.


What are some big trends that you are seeing in the world of #pr and #marketing that we should be looking out for?

@dbreakenridge: Mobile is now & the future w/ more people social networking & making purchases through hand held devices. Brands moving to social commerce using the power of people to promote & sell products & services effectively. Social CRM & the integration of inbound marketing into customer service & how PR plays a role. Of course, I’m keeping my eye on measurement and how to report value & ROI to the C-Suite!


Our next chat will be on October 12th, 1PM. If you have any suggestions for our next guest, shoot them to me at cpean(at)Vocus(dot)com. See you soon! #vocuschat


Most Recent Posts

Cision Blogs Topics

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.