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Deirdre Breakenridge on PR's Emerging New Attributes
By: Doug Bedell
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PR is changing, but precisely how? Deirdre Breakenridge, author of last year's "Social Media and Public Relations," follows up on her book with a Business2Community post on "Public Relations Expanded: Eight Social Roles Assigned." These will help you get a sense of how closely your own perceptions and practices mirror or expand on ways in which PR is changing in its new digital, always-on setting.

Deirdre, who co-authored 2009's "Putting the Public Back in Public Relations" with Brian Solis, sees PR's social media setting as including, The Policymaker, Internal Collaboration Generator, Crisis Prevention Doctor, Communications Technology Tester, Reputation Task Force Member, Organizer of the Communications Process, Relationship Analyzer and Master of the Metrics. Her post includes a generous paragraph on each emerging attribute. 

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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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