breakenridge ch. 10

Today I read the tenth chapter of Breakenridge's book entitled, "The Future of PR and Social Media." My main takeaway from the chapter is that CHANGE IS THE NEW CONSTANT!!!

Breakenridge not so subtly hints that if you do not work to find new ways to reach your audience, then you are sure to lose them along the way. Not only do people desire to be informed, recognized, and connected to others with similar passions, but they seek entertainment and stimulation...two things that result from change.

In terms of my work with the athletic communications team at CofC, I am going to focus on not limiting myself to what is the "norm." Engagement is key with social media and if I am to boost engagement, I need to think outside the box. Wish me luck!