13 Skills of the PR Pro of the Future

1. Create integrated marketing and communications strategy


2. Deploy live 'listening posts' online and offline


3. Design and deploy an advanced search engine optimization program


4. Plan and run a new media relations program inclusive of head-of-the-tail and long tail "media"


5. Identify & engage with influencers online and offline


6. Manage communities


7. Integrate new technologies into their own lives


8. Model measurement and performance metrics including new "engagement" metrics


9. Run quick pilot programs and evaluate on-the-fly


10. Train staff and clients continuously


11. Participate in conversations, not just 'messaging'


12. Create and execute content strategy including video programming (hifi and lowfi)


13. Use digital crisis management
    
    * Thanks to http://johnbell.typepad.com/