The impact of social media on public relations education

April 30, 9:15 AMPublic Relations ExaminerValerie Simon

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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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