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In this concise, focused, action-oriented book, industry thought leader Deirdre Breakenridge teaches and demonstrates the eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world. Breakenridge shows professionals how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with today's more sophisticated and socialized customers. Drawing on her extensive experience as a social marketing/PR pioneer, Breakenridge shows how to: