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Content creation, finding interesting angles, telling stories – all of these are skills that are as valuable in social media as they are in public relations, they just need to be adapted slightly for the digital age.

The biggest leap is in community management. It’s not about control any more – the new role of public relations is to both facilitate and steer the discussion.

Lance Concannon

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Public relations is more important, more valued and more integral to an institution’s success than ever before – from information to strategy, from press releases to reputation building and brand positioning. Public relations is more involved in brand building – in helping companies actually build their products and their brands.

Any kind of marketing or communication that is going to be effective on the outside needs to start on the inside. It needs to start with fundamental actions and behaviors inside the company. And that’s where public relations is important.

Today people need to understand how businesses work. You’ve got to be able to take that creative energy and the creative thinking that is so important to any communications effort and develop an understanding of how it can drive business.

It will always be about content creation in the public relations business. Going forward, from a communications perspective, the more talented you are in creating compelling content across the spectrum of communications modes, the more effective you’re going to be, and the more opportunity you’ll have.

Ray Kotcher

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I think it might actually be one of the great questions of our age, how to navigate the rise of the personal brand. Busting up the old broadcast media machine and giving everyone a voice has turned us each into our own marketing department.

It’s natural for me to think about what numbers I can rack up on Twitter, but I need to think about promoting others, and about what we can build together. I dream of a social network where the focus is on the work being produced together, rather than personal brands per se.

Idan Gazit