Hanson Hosein writes in his article in Mashable Business that you can put into practice 5 simple steps to boost your career in 2012, and all of them demand that you learn and listen more, to the market trends but understanding their value for your work.
1. Get To Know Your Devices To Know the Trends
2. Go Deep Into Content
3. Recognize that Social Networks Transcend Facebook and Twitter
4. Go Deep into Data and Learn How to Ask the Right Questions
5. Behave Like a Media Entrepreneur, Innovator, Connector and Creator
Another concept I would like to mention is the following common mistake: PR practitioners, who believe that new media tools are the only thing they need to master from PR, are heading for failure. On the other hand, PR practitioners who believe that only face-to-face media relations are the core of the professional are also heading for failure.
Listen, learn, participate, practice, are the 4 edges of a consistent strategy.
Here´s more to this concept by Martin Waxman, Martin Waxman Communications: "Too many PR agencies are doing social media the way ad agencies do PR. Of course, I'm generalizing when I say this. But I've been in lots of meetings where ad folks equate PR with publicity—for the ad campaign."
Rachel Sprung has just posted an interesting article regarding the widespread misconception that PR does not lead to business.
She states: "What many people do not realize is that the public often hears about companies or campaigns for the first time through various public relations efforts.
And she develops a series of practical examples of how PR can definitely boost leads with these five PR tactics: Generate inbound links, Publish your own press releases, Share customer success stories, Use social media and include a call-to-action in every piece of content you create.