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Retooling for Today's PR
By: Doug Bedell
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Neicole M. Crepeau asks what five skills are needed by today's PR people and, from other practitioners, gets answers like multi-media search, content creation, being engaging, and integrating social media with traditional media. It's increasingly an online world for PR aptitudes.

We like, too, Davina Brewer's urging on Vision: "Not sure really what to call this but I think we have to be creative thinkers, see the various options, learn to see past bullets and benefits in order to cut through the hype. We also need to be able to look at the past, study it, learn from it, apply it and yet not let the current ‘hot’ tools blind us to the future for the sake of right now. It’s everything from an eye for detail that sees the forest, the trees and what else is possible; the thirst for knowledge, to always be seeking and looking for what’s happening in the market and in our industry." 


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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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