New York, NY (July 18, 2008) – John Bell, head of 360 Digital Influence for Ogilvy PR, professor at John’s Hopkins, veteran of high-profile initiatives with the Discovery Channel and American Express and all-around tech guru, outlined the 11 essential skills for the digital marketer (i.e. PR person) of the future.  Read:

There is a full field of knowledge (things people "know") and skills (things people can "do") that must change to make PR pros relevant going into the next period of change. It still starts with the core attributes of The Trusted Advisor - that model defined by David Maister that remains as relevant today as when he first published it.

Now, the Communications professional must master knowedge in a number of areas and a new set of skills inclusive of new personal behaviors. (I don’t want to get hung up in nomenclature but the term "communications" may be a more forgiving and forward thinking term than "public relations." We tend to think of them as synonyms but the latter comes with a lot of earned and unearned reputation ‘baggage’).

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