The thing a lot of folks overlook about digital public relations is that core skills like strategically utilizing social media, writing for search engine optimization and directing metrics-driven Web strategy aren’t usually sharpened from 9 to 5.

Digital flacks do most of their research and development at home and for themselves. They blog,write columns, speak on/host panels and plan happy hours. They Twitter, Buzz and Facebook. They read countless articles, surf Mashable and attend conferences. All on personal time. I’m not talking about “social media gurus.” These people are traditional PR pros, but with the added bonus of a highly sought-after, enhanced digital skill set.

Because digital flacks rarely leave the practice bubble of the all-seeing, insanely reactive, Very Public Internet, they are getting more PR practice than you. As a result, they may possess a greater understanding of crisis communications strategy; they receive public accolades and enhanced credibility, and are often a client’s one-stop resource in today’s increasingly tech-centric PR profession. Read More…

Wow. No denying I’m from the South after listening to this PR News 15 to Watch interview podcast where I profess my love of their term “digital PR,” To-Do lists and Getting Things Done. Could be worse though; I didn’t say anything patently offensive. So I’ve got that going for me, which is nice.

Can’t wait to dive into the other 15 to Watch interviews this evening!

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