2008 PROCEEDINGS - Public Relations Society of America
2008 PROCEEDINGS - Public Relations Society of America
2008 PROCEEDINGS - Public Relations Society of America
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2. What online tools are frequently being used? What online tools are emerging?<br />
3. Explain your role and the role <strong>of</strong> the public relations staff in developing and<br />
implementing the following:<br />
- blogs<br />
- e-newsletters<br />
- online media room<br />
- podcasts<br />
- Search Engine Optimization<br />
- Webcasts<br />
- wikis<br />
- Web site design and content development<br />
4. What topics do you think should be included in an online PR course?<br />
5. For college interns, ideally, in what type <strong>of</strong> online work would they be involved?<br />
6. For public relations students, what type <strong>of</strong> Web-based skills would be ideal?<br />
Detailed notes were taken. A systematic analysis <strong>of</strong> the notes was then conducted to<br />
determine KEY themes and how the interview findings compared to literature.<br />
Findings<br />
The interview participants were extremely positive about development <strong>of</strong> a course about<br />
online public relations. In fact, many <strong>of</strong> the executives expressed interest in the course for<br />
themselves or staff members. Many <strong>of</strong> the interview participants noted that they were training<br />
staff about online tools. Companies are investing resources in hosting in-house educational<br />
programs and supporting staff to attend pr<strong>of</strong>essional development programs focused on online<br />
tools and resources. Andrew Nibley, chairman and CEO <strong>of</strong> Marsteller, noted:<br />
Companies are struggling with how they can keep up with the new-media technologies.<br />
All facets <strong>of</strong> a company need to be involved rather than just counting on the interactive<br />
part <strong>of</strong> the company to house this knowledge.<br />
The interviews revealed the following key findings that were used to shape the new course.<br />
‣ Stay rooted in core competencies. <strong>Public</strong> relations pr<strong>of</strong>essionals should use core<br />
skills (such as writing, research and strategic-thinking skills) to guide online tools in a proven<br />
and intelligent way. It is important that public relations pr<strong>of</strong>essionals understand how to<br />
strategically implement these tools in communications programs.<br />
‣ Be familiar with the online toolbox. An understanding <strong>of</strong> online tools and resources will<br />
make college graduates more attractive to employers. Some <strong>of</strong> the key tools mentioned:<br />
Intranets, RSS feeds, search engine optimization, blogs, podcasts, online media rooms,<br />
Webcasts, e-newsletters and Web sites. For example, the internal marketing and<br />
communications manager at Intel Digital Enterprise Group, Donna Loveland, shared how the<br />
company routinely communicates with its 13,000 employees via an Intranet, Webcasts, e-<br />
newsletters and blogs to “give people the information they need so they’ll be happy and<br />
productive.”<br />
‣ Develop technology skills. <strong>Public</strong> relations pr<strong>of</strong>essionals don’t have to learn how to write<br />
HTML code, but they need to understand how to write for the Web and how to develop<br />
manage and post content for the Web.<br />
‣ Understand how to write for the Web and re-purpose a client’s or company’s investment. All<br />
<strong>of</strong> the interview participants emphasized the need for public relations pr<strong>of</strong>essionals to know<br />
how to effectively develop and manage Web content and address the diverse needs <strong>of</strong> online<br />
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