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September 8, 2010
Digital PR No Place for Stragglers
Digital PR is an emerging career field, and Mashable sets out to describe what it involves in terms of aptitude. A lot. 

You have to be knowledgeable across Internet and traditional channels and be able to reach out to hundreds of reporters and bloggers. 

Mashable writer Stephanie Marcus quotes PR executives as advising digital hopefuls to get as deeply and broadly educated and experienced in the field as possible, because it's continually evolving. The ability to pick up early on technology shifts is crucial.

"You can take a class on how to use Twitter or Facebook," says Dave Levy a senior account executive ad Edelman Digital, "but soon there will be something else to come along and replace it. So understanding technology shifts can give you some insight (in)to how things may change. It's about forward thinking, but understanding the history of how it happened can be a big help."

Levy advises digital hopefuls to read everything. Candidates in any industry, actually, need to immerse themselves in what's going on there, what its past has been, and where its future may be headed. In the digital area, discovering pertinent blogs and being able to discuss them is advisable reading. Innovation is another area worth keeping up with. Not to mention, says Sarah Evans, owner of Sevans Strategy, having a genuine curiosity about all things new media. 

There's a lot more guidance in the Mashable piece, and digital media, melding the real and digital worlds, seems an especially demanding employment sector

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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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