PR Practitioner of the Future Has Skills of a Blogger

In describing the ideal attributes of a corporate blogger Richard Edelman inadvertently creates a visual picture of tomorrow’s PR professional.

He suggests (with Suw Charman’s help) that companies look for someone passionate, friendly, genuine, interesting, authentic, honest and open with the charisma to connect in the blogosphere. That last skill is hard to find right now. Beeeeelieeeve me.

Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.

He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.