[Note from Lee: The PR industry is in a state of flux with changes in the print industry, citizen journalism and the social web. Consumer behaviors with information discovery, consumption and sharing have been significantly affected by the dramatic increase in social platform usage and ease of self publishing.
Companies that rely on reaching and engaging those consumers through PR and marketing vendors and/or internal professionals need to carefully consider what skills and capabilities are needed to succeed. I've asked Adam Singer at TopRank to present his view on the matter and he's come up with the following post.]
Jason Falls recently made a smart comment about the need for Public Relations professions to be “social media ready”. In that post, he referenced a 2009 “Digital Readiness Report” to assess the specific social media marketing skills companies are looking for in a PR vendor.