by Deirdre Breakenridge

A couple of months ago, I came across a folder of old papers, including my “to-do” lists from my first job in the PR industry. The to-do lists were dated pre-1990. Looking over the notes and activities was a blast from the past to say the least. My daily activities then were focused on creating media lists from the Bacon’s media books, verifying contact information, and typing media lists and individual letters to journalists. One starred task was to fax an approved news release to several of the journalists on my list, per their stated preference. These carefully planned activities were very much in line with the PR professional’s role at the time. However, sharing news and engaging with the public today requires those in PR to take on new roles and responsibilities.

What does the PR person’s day look like as we move toward 2013? It most likely begins with email, Twitter, Facebook and, of course, making sure you get your dose of national and international news. Your smartphone is close by as is your iPad so you can stay connected at all times. We don’t just watch the news on TV anymore; we get involved in it, sometimes choosing to interact with news personalities and reporters via Twitter. Technology is all around us, and we’re embracing new channels and methods to reach consumers.

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