This week our guest posts focus on adapting the traditional to the new. The week will culminate tomorrow with a webinar on How to Socialize Your Newsroom.

Today: The Role of the PR Professional by Lisa Gerber.

We have a joke around the office: Gini Dietrich is a junior programmer, vying for a senior programmer position.

Patti Knight is the webinar production assistant, Molli Megasko is our social network tester, and I’m the designer.

In fact, Molli is so excited about the new company features and analytics from LinkedIn, it’s all we hear about.

The PR professional as a technologist is not a new topic but one I’m pretty passionate about.

For one, I love technology and what it can do to expand knowledge, relationships, and productivity. I have no patience for the haughty “I have more important things to do with my life than to be on Facebook.” I mean, come on.

But I also love it because it allows me to do what I do from my home in Sandpoint, Idaho, working from my office pictured above.  (more…)