Just a quick pointer to an article I wrote for the International Public Relations Association about the increasingly technical nature of public relations. It seems to me that increasingly your ability to execute as a PR professional is a function of your technical ability. I’m citing the rise of social media, SEO, online video, podcasting and even virtual worlds as examples of that transition. You can read it in full here.

I’m indebted to Robert Gray, editor of FrontLine, the IPRA’s magazine, for his kind offer to submit. Let me know if you agree or disagree about this trend.

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