2008 PROCEEDINGS - Public Relations Society of America

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sent out a press release, and then did some follow-up research to determine people’s sentiment. Now, you have communities that are actively contributing content around your brand, and what you’re saying about your brand, which is a fundamental shift in public relations. Social media and access to easy-to-use publishing tools have empowered publics to share their own points of view. Effective campaigns today involve audiences in the process, as opinion leaders, idea and story contributors, and early trial testers. Adding Value to the Community. Communication online is less about delivering your message, and more about two-way communication. For example, instead of thinking “how can I get this blogger to say what I want them to say,” think, “how can I make this blog better?” Blending Online and Offline Strategies. Public relations employers are looking for students who not only know how to generate an idea for a particular channel (e.g., a YouTube video), but how to extend that idea to reach all of the digital and traditional touch points that affect a particular audience. Measuring Results. On one hand, Internet communication offers an increased ability to track analytics. For example, you can easily monitor visits to blogs, discover the most popular online media Web sites, and determine whether people click on particular articles or messages. On the other hand, it continues to be difficult to measure relationships online. Ways Public Relations is Changing as a Result of Digital Media Technologies Transparency. While important in the past as well, transparency is non-negotiable in online communication settings. Audiences expect authentic dialogue and timely responses. Decreasing Importance of the News Release. Several of the experts we interviewed expressed that teaching students to write primarily in a news release style was problematic. In online contexts, students need to learn to dialogue in a conversational style, with an authentic voice. As one interviewee stated, “you cannot press release a blogger.” For bloggers, it’s not about simply repeating your carefully constructed message; it’s about making an authentic, valuable contribution. Informational Delivery. The Internet opens up the opportunity to create an on-going message. Rather than a one-day hit, a message can come up every time someone does a search on that issue. An effective online message is one that gets syndicated (e.g., others subscribe to the content of your podcast, news release, blog, etc.). Storytelling. Telling an effective story about a brand or organization should not be static. PR students need to think in terms of three dimensions, rather than two. Visuals can encourage publics to click to learn more, and can add value to journalists by providing images that attract readers to their stories. Things that Haven’t Changed • Writing continues to be vital. It is still necessary to capture attention within one or two sentences. Beyond mechanics, entry level professionals need to understand how sentences hang together, how to make a compelling argument, and how to tell a story. 110
• PR strategy is still developed by asking the same basic questions: who is the audience, how am I going to reach the audience, what would I like the audience to do, how do I achieve that? • The focus on the bottom line does not go away. PR practitioners need to consider the business problem, and how to “move the bar.” • The idea of reaching opinion leaders is not new. Today’s influentials are just new experts in new types of communities. Skills Students Need for a Changing PR Landscape Writing. Students need to continue to master traditional styles of PR writing, while further adding new styles to their repertoire. When writing online, students need to think in terms links, and how they tie to the overall structure. Successful content online takes into consideration not only creating a message, but how a message gets syndicated throughout the digital space. Design & Technical Programming. Our experts differed on whether or not it is necessary for students to learn technical programming skills. One point of view was that it is not absolutely necessary, but it certainly helps practitioners know what is, and isn’t, possible when making recommendations to organizations. Knowing how to use visuals effectively also is important. Interpersonal Communication Skills. Being comfortable engaging in dialogue, networking, building relationships online and listening are needed skills. Additionally, open, direct conversations online sometimes involves issues or debate, so problem-solving skills are necessary as well. Challenges to Prepare Students for in Digital and Social Media Contexts Blending Personal and Professional Personas. It is imperative to build credibility and add value online. One way to achieve this is to already be a regular participant in a particular community. Therefore, it is important that students begin to think about the types of online forums where they could become involved and add expertise. Dealing with the Old Guard. Many seasoned public relations practitioners and corporate executives have spent their entire careers under the broadcast model. To them, online peer-topeer communication among publics represents a loss of control. One message to convey is that the conversations are going to happen; you have a choice about whether you are going to monitor them and participate. No Checks and Balances. When information is shared with reporters, they have a professional obligation to be honest, fair and accurate. Non-journalist content creators are often in the role of expressing their own opinions, and information can sometimes be inaccurate or wrong. The gatekeepers are gone in this context. It is important to know when to respond, and when not to respond, as well as how to respond. Sometimes it makes sense to suggest that a conversation continue on an organization’s Web site forums, rather than continuing it on an outside blog, for example. 111
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2008 PROCEEDINGS DETROIT, MICHIGAN
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Page Pedagogy Posters _____________
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RESEARCH PAPERS 5
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many researchers and professionals
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evenue, or activists provide suppor
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Results PR Effectiveness In respond
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Applied Context In answering RQ 5,
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Figure 8. Distribution of PR effect
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fifteen years, and it is now a grow
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Ni, L. (2006). Relationships as org
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Based on a review of public relatio
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Barriers to Online Course Delivery
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and “Learners are able to track a
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an excellent tool for collaboration
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audiences. Further, it is critical
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course site. Develop projects so th
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Examples of student blogs can be fo
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Technorati. Retrieved on May 15, 20
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Characteristics of Organizational o
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Table 1. Summary Definitions of Cri
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Table 3. Organizational Image Resto
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Table 5. Hierarchical Rankings of E
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strategies public relations profess
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Stephens, K. K., Malone, P. C., & B
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Testing Crisis Response Strategies:
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example Coombs & Schmidt (2000) emp
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Table 1.0 Tactics And Examples As O
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Discussion The purpose of this rese
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Benoit, W.L. (1995b). Sears repair
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Page 65 and 66: academic units. Responses were code
Page 67 and 68: RQ3A: How do institutional factors
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Page 71 and 72: In this study, respondents’ perce
Page 73 and 74: At this juncture, the challenge for
Page 75 and 76: education. Journalism & Mass Commun
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Page 79 and 80: Core Determinants UTAUT contains fo
Page 81 and 82: H5a: Computer self-efficacy will NO
Page 83 and 84: Table 2 Descriptive Statistics for
Page 85 and 86: Although hierarchical multiple regr
Page 87 and 88: Table 8 HMR Results for Facilitatin
Page 89 and 90: use blogs. In fact, nearly 86% of r
Page 91 and 92: Venkatesh, V. (1999). Creation of f
Page 93 and 94: What’s Guiding the Profession? An
Page 95 and 96: process. Arnett, Arneson, and Bell
Page 97 and 98: The interview process was guided by
Page 99 and 100: chef’s feelings or the server’s
Page 101 and 102: If you’re going to work with [com
Page 103 and 104: Professionals, however, offered sev
Page 105 and 106: Hemingway, C. A. (2005). Personal v
Page 107 and 108: Causing Our Own Problems? Women as
Page 109: What’s Critical About PR and New
Page 113 and 114: Discussion in Terms of Strategy, Et
Page 115 and 116: How the PRSA’s Certification in E
Page 117 and 118: 1) How did the PRSA certification e
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Page 125 and 126: DL 3.0 were simple text and graphic
Page 127 and 128: technology that we lose sight of th
Page 129 and 130: Lowery, S. A., & DeFleur, M. L. (19
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Page 135 and 136: all had the same instructor, the sa
Page 137 and 138: Table 1: Thematic Analysis Results
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Page 143 and 144: How to Win Friends and Impact Stude
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Page 147 and 148: The pre-assessment survey results s
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Page 151 and 152: Who Should Teach Investor Relations
Page 153 and 154: Relations Society of America (PRSA)
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Page 157 and 158: governmental entities. The professo
Page 159 and 160: Show Me! Portfolios as Instruments
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The Student. In a real sense, what
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Gill, K. (ed.). (1993). Process and
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Courses of Study The courses in the
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Table 1. Cluster Comparison of Grad
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Appendix Name________________ Semes
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Outcome Clusters (italicized are ne
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innovation; (2) Successful collabor
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Breaking Ground In A Public Communi
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O A Video Documentary O A mini-vide
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Reflection as an Assessment Tool in
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Creating a Multi-Layered Case Study
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Finally in phase three of the case
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Example 2 Online Assignment: Studen
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New Methods of Student-to-Student a
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2008 PROCEEDINGS - Public Relations Society of America

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