breakenridge: social media and PR intro

The textbook I chose for this independent study is Deirdre K. Breakenridge's "Social Media and Public Relations: Eight New Practices for the PR Professional." In her work, Breakenridge focuses on social media's impact on the intended audience and the degree to which every step from strategy and planning all the way to implementation and measurement matters.

This week I read the introduction of the book in which the author insists professionals must discover new research methods and specific policies to guide public participation. In addition, she urges professionals to experiment with content through a variety of social media channels, while also learning how to connect and build relationships with stakeholders through these new technologies.

In summary, my major takeaway from my studies this week is to seize every opportunity to learn and embrace communiations and technology alongside my audience. More specifically, by molding my work to aim in a strategic direction, I will be more likely to meet my communication's goals and objectives. With this lesson in mind, social media has an incredible power to bring the audience to a whole new plateau of engagement.