In 2006, Steve Rubel, of Edelman, discussed the impact of social media on the field of public relations . His prophetic words, that “a new era of public relations is just beginning,” have proved true. Educators have been challenged to keep up with these changes as they prepare the next generation of Public Relations practitioners.
Since Spring of 2008, Howard Rheingold has been teaching a course in social media at University of California- Berkeley (UCB). The course is designed to offer students “a set of conceptual tools, a vocabulary, and an analytical framework with which to recognize, understand, and more effectively manage new social practices online, together with a familiarity with the literature regarding social media and identity, community, collective action, public sphere, social capital, networks, and social media technology development.”
“I have written about social media since 1987, when my Whole Earth Review article coined the term ‘virtual community.’" Rheingold explains. “Since then, I've decided that the answer to the question I've been asked so many times, ‘is this stuff any good for us?’ is ‘it depends on what you know, and on how many people know how to use these new media.’”
While the class does cover theory regarding online social behavior, as Rheingold points out on the course Wiki “In this class about participatory media, your participation, particularly your participation via online media, is key.” His course provides students with both the practical know how to use forums, blogs, wikis, chat, social bookmarking, and blogging. Though nearly all of his students are on Facebook, most are not familiar with all of the social media introduced by Rheingold.
Understanding the tools and theory is important, but Rheingold does not neglect to look at the greater context. “So many issues about privacy, community, public sphere, collective action arise from our engagement via online media that I felt it important for students to deal with these issues in depth, since they will be a big part of their lives.”
At the University of Nebraska- Lincoln, social media is integrated into the curriculum. “We take an approach of integrated strategic communication,” explains Phyllis Larsen, APR, University of Nebraska- Lincoln (UNL), An example of this is a class called New Media Design that teaches students how to create interactive media and the strategies of using social media in communications campaigns.
Social media has been integrated into assignments at UNL as well. Instead of giving a live oral presentation in a campus-based class, a student might produce a YouTube video for everyone to watch. Students work in groups virtually by creating a wiki that everyone can access and contribute to without being physically present. Before a study abroad class begins, a Facebook page is created so that students can get to know their traveling companions and share information. Then these same students blog about their student abroad experiences on the college Web site for a writing assignment.
Like all educators, Larsen and Rheingold are challenged to keep up with the ever evolving social media universe. “I am constantly learning and spend several hours every day simply checking out new media,” says Rheingold. Larsen also spends time learning to use it on her own. She also makes a point to talk with other users, read about it on the web, and attend webinars and professional organization meetings (AMA, PRSA) .
If you are a recent graduate or a professional educator, please leave a comment and share your thoughts on how your academic institution is keeping up with the changing media. I will be profiling other University programs in future columns, so please send any recommendations to prexaminer@gmail.com
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Comments
Great article, Valerie. Thanks.
In the spring semester of 2008, I took a class entitled Media & Technology at Villanova. In class we learned about how people learn & interact with technology.
The professor started a class wiki and made posting articles, response papers, websites, video, opinions, and conversation an optional final project instead of a final paper. Interestingly, the wiki flopped and everyone in the class opted to do the paper instead.
I'm finding that most students do not know very much about social media beyond Facebook & MySpace. Many do not know how to use Twitter, FriendFeed, LinkedIn, or RSS. This makes it very important for communication & business professors to begin to integrate social media into curriculum and force students to learn about it and actively use it.
Very interesting and timely article, Valerie. We are having very serious discussions at Curry College about just where and how far to go with incorporating social media into our PR curriculum. I emphasize it as a part of my Intro to PR course now and will be incorporating it into my Writing for PR course in the fall, but we're not where I would like to be right now.
I agree with Tom's observation that students aren't as "media savvy" as we old-timers like to think they are. My students have just started figuring out what LinkedIn in all about, and Twitter is a novelty.
It's painfully obvious, though, that the traditional media are incorporating social media into their own communication mix; we on the communication educator side have to be more proactive in ensuring that our students are armed with all the necessary tools as they head out into the world.
Oh, how I miss the days when the fax machine was "emerging media"!
Another great post, really spot-on. I've been likening the evolution of the Social Web as creating a New Constitution for PR, "by the people, for the people." Traditionally, "institutions" controlled the message, the publishing, the promotion, the placement. And of course, today, it is no longer possible to control influence, no longer possible to control. A new way of thinking is warranted now, and where
better to teach this than in schools and universities.
Imagine, courses in the new constitution of PR: "by the, for the people."
Great article. As a seasoned PR professional now looking for a new job, however, I am wondering how I can give myself an edge and acquire this knowledge quickly without going back to a four-year college. I believe my traditional media experience, with the plus of knowing/understanding how to utilize social media is really what employers want...not just social media experts or just traditional PR pros. Any thoughts/suggestions?
Great article!
I am currently taking Strategic Social Media at the University of Oregon with Kelli Matthews. We learn about how to use and implement social media effectively.
Kelli created a class blog, on which students contribute to at least once during the term. We are also encouraged to Tweet during lectures and link related articles to the topics we are discussing and share them with the Tweeting world.
We conduct weekly case studies on past social media campaigns, both successes and failures. We go beyond just learning about the tools and discuss how to create a successful social media campaign and implement it through the correct tools that will best reach the intended audience.
Valerie thanks for the article. It's an eye opener to me as I teach PR in an Institute in Kolkata, India. Social media is just happening here and businesses are just about waking up to its usages. Other hand academia or traditional media do not want to take social media seriously. The students are actively using the various applications but do not know how to leverage it.
I would appreciate if any article can be written about how it is being part of campaigns.
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