No matter what platforms people choose for communication, the business of public relations essentially remains the same, according to industry experts. “You still need to build a personal brand that stands for something,” says Don Middleberg of Middleberg
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Communications, whose client list includes American Express, Consumer Reports and Reuters. “Whether it’s personal contacts, bloggers, or journalists, someone still needs to pick up your phone call or answer your e-mail or tweet.” Middleberg was part of a panel discussion at Baruch College that explored ways to meet the unique challenges brought on by the decline in print outlets and the rise in social marketing media tools such as Twitter and YouTube. Other participants included Peter Himler, founder of Flatiron Communications; Bill Southard, founder of Southard Communications; Jeff Gluck of IBM and Dave Armon, past president of PRNewswire, who served as moderator.
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