PR 2.0 and the New Curriculum for Colleges and Universities
I recently attended the New Jersey AdClub’s Career Day at Montclair State University on April 7, 2009, after being asked to participate on their Public Relations panel. Students of all ages (not just juniors and seniors, but adult students as well) attended the event. The day was divided into breakout sessions where PR, marketing and business students were able to select the sessions of their choice.
Overall I thought the day was educational, fun, friendly and provided students with useful information to take with them after college. However, I did notice that many of the questions that they asked as well as some of the questions posed by my fellow panel members were indicative of traditional PR, media relations and publicity. There was almost no mention of PR 2.0 or social media communication, except when I was offering my opinion on the new media practices of PR professionals or was simply giving students advice on what to expect when they enter the workforce. Here were my clues: one student in her definition of PR said, “PR is putting a positive spin on a company,” and another, adult undergraduate asked, “How important is technology?”
I’m glad that I attended the event and was able to share information with the students and faculty on what is considered on the latest and best practices of the industry. However, in order to turn out the most knowledgeable PR and communications professionals, we have to be on the cutting edge of PR. Brian and I wrote our book, Putting the Public Back in Public Relations, to educate all professionals on the New PR landscape, and how they play an essential role in PR 2.0 today and in the future.
So, if you are reading this blog and you are a student, you know a student, or you are a professor or member of Academia, take a look at what I believe should be the new PR curriculum at major schools and universities across the globe. I would be very happy if you told me that your institution of higher learning has this covered:
- PR 2.0 vs. Public Relations: The changing media landscape, the new collaborators, PR redux
- New Journalism: Journalists vs. bloggers, the blogosphere rising, new relationship strategies
- Facilitating Conversations through New Tools and Techniques: blogger relations, Social Media Releases, VNR 2.0, corporate blogging
- How to Optimize your Online Presence through Technology: Keyword Rich Content, SEO, Technorati, Alexa, People want to find you, help them along!
- Engaging in Social Media: The study of social sciences (sociology and anthropology), social networks, micromedia, new marketing roles for professionals
- PR 2.0 and the Organization: Community managers and customer service 2.0, socialization of communication and service, the rules for breaking news, blogs for public disclosure.
- A new guide to PR 2.0 Metrics: Measuring the Conversation Index and understanding the Conversation Prism
- Convergence: PR 1.0 + PR 2.0 = PR, new roles and responsibilities for professionals
These subjects and more are being discussed daily in the blogosphere. As a matter of fact, Robert Scoble just posted a private note to Public Relations people. If it is out there for all to review and internalize, then why wouldn’t every university/college include the topics listed above in their programs. After all, the goal is to make our students the most knowledgeable and valuable communicators; the professionals who will lead us forward and into the future.
jdodd (Jacqueline Dodd)
April 9, 2009 @ 2:37 pm
PR 2.0 and the New Curriculum for Colleges and Universities by @dbreakenridge http://tinyurl.com/db3qco What are you thoughts?
MikeLizun (Michael Lizun)
April 9, 2009 @ 2:41 pm
RT @jdodd: PR 2.0 and the New Curriculum for Colleges and Universities by @dbreakenridge http://tinyurl.com/db3qco What are you thoughts?
April 9, 2009 @ 2:43 pm
Great post, and yes, PR 2.0 should be the new (now) curriculum.
April 9, 2009 @ 3:08 pm
Thanks, Mike. I agree, it should be the now curriculum!
April 9, 2009 @ 4:05 pm
This is definitely an issues that is worthy of much attention! Thank you for sharing!!
April 9, 2009 @ 4:14 pm
Several universities have come to us (PitchEngine) to help their students understand how to compose and share pr content via the social web. So far, Marquette, Oregon, Washington State, Auburn and Kent state have used PitchEngine in class. I’m so happy when I hear how much more fun and authentic it made their PR efforts. Thanks for spreading the PR 2.0 message!!
April 9, 2009 @ 4:27 pm
I totally agree that a modern PR curriculum needs to reflect the new media landscape and focus on how emerging technologies have changed/are changing the practice of public relations. That’s one of the reasons we are using your PR 2.0 book as one of the required texts in our Social Media for PR class at St. Edward’s University.
April 9, 2009 @ 6:47 pm
I’m so happy to hear that you are using my book at St. Edward’s University. It’s critical that we look at PR differently from the role of the professional to the type of engagement necessary to successfully build relationships! Thanks 🙂
April 9, 2009 @ 6:49 pm
Hey Jason, It’s great that you are helping to educate the PR professionals of the future. PitchEngine is certainly an excellent model for PR 2.0 and best practices. Thanks!!
April 9, 2009 @ 6:51 pm
Thanks, Jacqueline! I truly believe that we are turning the page to a new and better PR approach through PR 2.0 and social media. It would be great to see more colleges and universities adopt a curriculum focused on these best practices.