What has been interesting for me to see whenever I read or hear something about social media – people are asking the same questions. Whether it is regarding how to get a Facebook page set up for this particular client, or what things that we need to tweet about – these are all good things to consider. However, what are the other elements that we need to be talking about when it comes to social media? For example – how do we measure social media and determine if our messages are coming across, or if people really care about the information that is being pushed to them from an agency, corporation, or even a social media influencer?
Brian Solis had a great post today on his blog that discussed how our journey as public relations professionals defines how we use social media. Solis states that social media is influencial since its “power lies in the ability for anyone to find and forge connections with those who share passions, interests, beliefs, and aspirations. Our ability to form new ties online expands beyond friends, family, and associates.” I do agree with this point – we have to better understand how social media not only works, but how people are using it and what is actually being communicated. We as public relations professionals need to be aware of how these relationships are being created and maintained virtually.
Also, another excellent point that Solis brought in his post that I agree with is that social media basically put a magnifying glass on an issue that we as PR professionals that we had control over – and that was our messages. What social media has done is given the PR profession a wake up call and said – no, not only do you not have control of the messages that you give out to your stakeholders, but you never really did have control. In the past, public relations professionals thought that they had the skill and expertise in creating and disseminating the information that they want their key audiences to know and think about their clients – but now, what we are seeing is a receiver-dominated communication world. The receiver in the sense is controlling what information they want to hear, what messages they will listen to, and how they interpret these messages and present them to their own followers.
Based on this – I feel that this is not being presented in the classroom. Some scholars have made comments on how some business and communication programs are falling behind in incorporating social media into the classroom, and how it is our role as scholars and researchers to give our students the best resources that they need to be the most prepared for their first public relations job. Why is it important now more than ever for business and PR professionals to know how to use social media? Well, it is because it has become almost an expectation for college graduates with a PR degree to not only know social media, but be able to understand it and be experts in how to implement it.
I have tried that in both my PR Cases class, and my online class at West Virginia. These are two different classes – my PR Cases class is filled with brilliant and creative undergraduate students that are about to graduate and be in their first position in Public Relations. My online class in the IMC program at West Viriginia University is with Master’s students who are active, strategic, and innovative professionals that come from around the United States, and some are living in another country. What I believe my role is as a future professional and scholar in public relations is to provide my students – both in person and online – the knowledge and tools that they will need in their first job. Furthermore, I have tried to give them insights from my own experience working and researching to best prepare them. I always think – if I was back in undergrad or working on my Master’s degree – what would I want to know about PR and social media?
So, that is what I do. For example, for my PR Cases class, we have incorporated not only a special section of the class solely on discussing social media – but we have incorporated it throughout our assignments and discussions in class. One of the assignments that I asked my students to do was to do a group presentation on an iconic PR case study (ex. Tylenol, Exxon-Valdez, etc.) Then – I tell my students, what would happen if this case happened in the current environment in 2009? If so, who would be your new stakeholder group and what new innovative tactic would you implement? Here is a web site that one group did for their presentation on Exxon Valdez – they did an excellent job in their presentation and analysis of their case study. Well done Lacey, Laura, Jennifer, Philip, and Kaitlin! 🙂
We as public relations scholars and professionals have to be life-long learners in both our profession, but also in technology – we have to embrace this evolving environment and how it impacts our profession and our daily lives. We are living in an exciting time – so we need to embrace it whole heartily and move forward together. These are just a few thoughts on the subject. I hope that you all are having a great day.
Best Wishes,
Karen
0 Comments