My typical workday is never really typical, which is great. But, I guess that’s what makes it so hard to explain what we do sometimes?

When people ask what I do, I usually answer with the compendious “Tech communications,” and I almost always get asked… “What’s that?” And then something clicks, “Ooooh, Public Relations, so that’s when you write press releases and get coverage, right?”

I’ve even received the evil eye and a negative response referring to corporate/political flacks who make their living covering up everything from the public.

<Deep breath>

Yes, I write press releases, and yes, I pitch the media and secure coverage (in an honest fashion!), but there is oh so much more to it than that!

In my daily work, I try to apply new thinking; that communications (PR and marketing) is more than media coverage, as we have new tools to work our wonders in other ways that go beyond the front page spread…

just take a look at the way social media is reshaping the industry. Don’t get me wrong, press releases are important and they need to be written, but savvy professionals generate attention by applying media AND social media strategy to the news world in a meaningful way by connecting audiences and influencers to have conversations that impact others – opinion leaders, subject matter experts, and mainstream press.

In a recent Eastwick podcast, Kristen Smith Executive Director of the Word of Mouth Marketing Association (WOMMA) discusses how these conversations are happening. Take a look; I think it puts the changing communications landscape into perspective nicely.

How about you? How do you explain PR and marketing today to the guy sitting next to you on the airplane in a few sentences?