PORTLAND - For businesses, the art of communicating takes on all different hues and social media is a huge part of it.

That's why PR and marketing pros met in Portland Wednesday to hone those skills.

Integrate to innovate is the theme of the annual conference put on by the Portland chapter of the Public Relations Society of America and the International Association of Business Communicators.

Some 300 Northwest PR and marketing folks, government, and non-profits learned from some of the country s best.

Keynote speaker Lee Odden said the communication is all about traveling on a two-way street.

Brands have to think about that what's the expectation of consumers as they discover and consume and act on information they find digitally, he said.

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