1.

Facebook is allowed in class (not encouraged, but allowed). In most classes all forms of communication are prohibited. In COMM 270, the professor understands the new media age we live in and the plethora of information people are bombarded with everyday. With access to the internet being as accessible as ever, people are constantly multi-tasking, and will likely be required to do so when in the real-world. And that, at its core, is the purpose of college: to prepare young adults for the professional world.

Another reason access to social media websites is essential in a Public Relations course is because as sites like Facebook have evolved they have become heavily adopted by public relations practitioners. Follow this link to see why public relations practitioners must be social media ready.

How does social media benefit PR, you ask? With more people online than ever, public relations has shifted a large portion of its focus to an online platform to reach the public. When online, the goal is to create a community. So, that is what PR practitioners aim to do. Here is what I mean:

2. You might be skeptical to believe that typing messages in 140 characters or less can be beneficial in the classroom, but micro-blogging, as it is called, is conducive to learning (and is so in COMM 270) for several reasons.

First of all, it helps to produce succinct, to-the-point messages. In a world where more information than ever is available (and can easily distract people) it is important to understand how to get the attention of others. Second, taking notes on Twitter is beneficial because it allows information to be archived. Lastly, Twitter allows students to network with industry professionals and create connections that will help them land professional experience to supplement what they learn in the classroom.

Prof. Reinson’s class is not the only one use Twitter in the classroom. Twitter is being used in the classroom across the country. Catch a glimpse of what is being done at the University of Texas at Dallas: .

Here’s a general overview of how to use Twitter in the classroom:

Click here to see why Twitter is important in the classroom and beyond.

3.

According to QuintessentialCareers.com, the number one skill sought by potential employers is quality writing. Again, as technology continues to evolve, writing is not what it used to be. Now, additional information (in the form of hyperlinks) often accompanies a traditional document; or a video might also be included. This is the type of “writing” that is encouraged, and expected, in COMM 270. Long, drawn out 10-page papers are “old news.” Instead, short bursts of information are sought after, and WordPress is the perfect place to do so. Students are required to “blog” and make their posts as engaging and relevant as possible. WordPress, just like Twitter, can help students to build a personal brand online. And especially with the addition of the White Paper, it provides a place for students to showcase their work to potential employers.

Blogging towards personal growth? You bet.

4.

Google can do much more than search. As PR practitioners, it is important to constantly be aware of what is going on, especially in relation to ones own company or enterprise. For example, say you are interested in receiving news about the release of the new iPhone. If you set up a Google alert with the keyword “iPhone” information and news pertaining to the iPhone’s release will be sent automatically to your e-mail inbox. Or, of special importance to college students, alerts can be created for “internships” and “jobs” which will alert students of professional opportunities in fields they are interested in.

Curious how to use Google Alerts, view this quick video as a tutorial:

Use Google alerts to monitor your company’s online presence.

5 quick ways to use Google alerts

5. 

Dipity organizes articles, blog posts, pictures, videos and other content from around the web into interactive views. The widget stays up-to-date, and can be embedded in blogs, social networks, and websites to add an interactive, engaging element to any site. This site is one of the many new media sites that have emerged in year time. It is important because it focuses on Internet memes – the term used to refer to content that spreads quickly on the Internet (aka viral). Dipity is especially important for communications professionals because it helps aggregate all content that creates create marketing “buzz” for a product or service.

Click here to check out a Dipity timeline following Baskin Robbins 31 Cent Scoop night.

COMM 270′s top White Papers:

Kelley Longyear

Kelly “takes the cake” because her blog was not only complete, but extensive. She completed every assignment, and did so in a manner that demonstrated she fully understood the material. Her writing was simple and presented information in a way that was not only easy to understand but engaging.

2. Lisa Weider

Coming in a close second, Lisa’s portfolio was also extremely well done. She completed every project and embedded links and images into almost every post. I thought Lisa’s portfolio could have used a few more videos to really help make her information stand out. Overall, the site is rich with information. Great job.

3. Chelsea Salitan

Really it was a toss up – any of the three portfolios here could have been placed in any order. Chelsea definitely went above and beyond the work of others. However, for the purpose of these rankings, the one thing she was lacking was a podcast. Both Kelley and Lisa incorporated this into their blogs. Still, Chelsea must be recognized for a job very well done.



This person welcomed the title “Father of Public Relations”:

1. Walter Lippmann
2. Edward Bernays
3. Ivy Lee
4. Jeffrey Halik

(True/False): A pseudo-event is an event or activity that exists for the sole purpose of media publicity and also serves many other functions in real life.

According to Kelleher, the following description describes which PR practicioner typology: “… focuses on strategic targeting, timing, and distribution of information.”

1. Traffic Manager
2. Conductor
3. Town Crier
4. Steward

The commonly-recognized four step process of public relations is:

1. Research
2. Planning
3. Action and Communication
4. Evaluation

(True/False): Crowdsourcing is the outsourcing of tasks, traditionally performed by a small number of people, to a large group of people or community, through an open call.

(True/False): Stuart Ewen believed (in his book, PR! A Social History of Spin) that, more or less, every aspect of American society is touched by public relations professionals.

List the five universal values of news:

1. Timeliness
2. Impact
3. Proximity
4. Prominence
5. Human Interest

This term, coined by C. Wright Mills, that refers to a small group of people who control a disproportionate amount of wealth, privilege, and access to decision-making of global consequence.

-          Power Elite

Organizations and companies that communicate online and allow people to get in touch to ask questions and voice concerns create what is known as a …

-          Dialogic loop

Walter Lippmann uses _________________ in order to explain the difference between reality and appearance.

-          Plato’s allegory of the cave

The Community Outreach Program for the Deaf and the National Association of Manufacturers vary quite considerably in their motives to influence the community. The NAM, on one hand, has a competitive mindset, and is looking to provide more opportunities for people, but not necessarily is there a concern for peoples’ overall well-being; which is what the Community Outreach Program for the Deaf looks to do. COPD provides services for people with hearing loss; it aims to improve the lives of people who have been affected by circumstances beyond their control.

If there is one thing the two organizations have in common it is their end goals will provide better opportunities for people.

The Community Outreach Program for the Deaf has many initiatives to get people involved from the community.

The Arizona Diamondbacks event is one where people who are deaf, along with their volunteers,
students, families and friends are invited to a a D-Backs baseball game. A portion of each ticket sold goes back to Valley Center of the Deaf.  This event might not get people directly involved with one another, but at the very least it allows community members to support people who are deaf and provide for them similar opportunities as everyone else.

If a company was to create a partnership with the Diamondbacks, and sponsor, or perhaps c0-sponsor the event, that company could, as Ewen suggests, “publicize the idea that there is a harmony of interests linking corporate America with others.” Such an initiative would certainly create positive PR for whichever company chose to do so.

By providing this event the Arizona Diamondbacks are simultaneously operating on two fronts. On one, they are creating a positive image using public relations tactics. On the other, they are filtering their campaign – in this case D-Backs baseball – into additional communities – in the case, people who are deaf.

In terms of the “Suggested Community Program” diagram, people who are deaf make up a civic club. The local committee is the Arizona chapter of the Community Outreach Program for the Deaf. There would likely be a publicity director for each the COPD and the Arizona D-Backs.

“Public sentiment is everything – with it nothing can fail; without it nothing can succeed.”

Welcome to the beginning of the second decade of the ‘00s – 2010. As I understand, you have just returned from a five-year absence from planet Earth. In that time a lot has changed, especially within the media (as you might imagine). Social media is hip, it’s cool, its now, it’s “it”; it has taken over. I can continue on what social media is, but I suggest you use this video to begin to understand the vast and ever-expanding topic:

The Basics:

The Revolution That Has Ensued:

Before you continue, be warned: this topic is not small…and, in my opinion, there are no “experts,” because it continues to evolve. With that, blogs – heard of them? I suggest you check this one out. It is a great landing place for all things “social” (media):

As we continue to delve further into social media, one of the effects is the transformation to more and more digital media:

Newspapers are struggling:
http://www.usatoday.com/news/washington/2009-05-06-senate-newspapers_N.htm

Electronic books and e-readers are soaring:
http://caribbeanbookblog.wordpress.com/2010/03/29/soaring-e-book-sales-amaze-book-traders-and-publishers/

And the newest craze in this all-things-digital, increasingly-portable world – the iPad!

Another of the trends that has been brought about by social media is the power it has given the public. Because of this new-found power, many believe customer service is the new marketing. Sites like Facebook and Twitter allow consumers to instantly provide feedback about products and services, which can seen by millions of people (and unlike “testimonials,” it is believed to be honest and sincere).

With this ease of access social media has the potential to be harmful as well, and it has. Consider this:

dominos

The most recent benefactor of social media (in a positive way): pop-singing sensation, Justin Beiber. Beiber placed performances of himself at a young age on YouTube – the popular video sharing website, and second largest search engine in the world – and was “found” by record execs. Follow this link to see what I mean.

After graduating from UCLA in 1971, and spending 19 years in public relations working at Harshe-Rotman & Druck Inc., California Federal Bank, the California League of Savings Institutions, and Coast Federal Bank, Los Angeles, for past 19 years Kirk Hallahan has been a professor in the Department of Journalism and Technical Communication at Colorado State University, Fort Collins.

Hallahan’s latest work is being accepted in Political public relations, and his piece is called “Strategic message framing.”

In the past year, Hallahan has taught these courses: Media in Society; Public Relations (online); and Digital Promotion Management.

His most recent published work: “Filmmakers as social advocates. A new challenge for
issue managers: Claims-Making and Framing in Four Social Issue Documentaries.”

Like many others, Kirk Hallahan is using both social media and a traditional website to connect with others. To view his website, click the “Hallahan” image below – here you will find his resume, curriculum vita, full contact information, and links to other information that interests him.

Dan Gillmor

Currently, Dan Gillmor is director of thenew Knight Center for Digital Media Entrepreneurship at Arizona State University’s Walter Cronkite School of Journalism and Mass Communication.

In 2004 Gillmor published a book, We The Media, chronicling how the Internet is helping independent journalists combat the consolidation of traditional media.

Gillmor is also the co-founder of Dopplr, a service for sharing personal and business travel plans privatelywith the people you trust. To learn more, about Dopplr, click this image:

On the social media front, Gillmor is present on several platforms. Of the three pictured here (below), his blog is the least updated – the last post was May 12, 2009. It seems Gillmor has adopted the newest trend technology, Twitter, and is using that to “tweet” and share interesting/relevant thoughts and information on a more regular basis. And, as most professionals are continuing to do so, Gillmor has a LinkedIn account. Each of these different accounts allow Gillmor to do is connect with new, different people.

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The LG U.S. National Texting Championship Texter Survey is similar to the design of surveys that Kelleher talks about in Chapter 10 in many ways:

1. Simple/understandable – the Texter Survey contains only six questions, and each of them requires a single-word answer. The conciseness of the survey should increase the likelihood that more people understand and complete it.

2. Incentive – those who complete the survey are entered into the chance to win an LG enV3. As the number of surveys online increase, incentives are almost a must-have to encourage people to complete them.

3. Individual Expression – one question (out of just six) – “What was your favorite challenge?” – gives those who complete the survey the option to add their opinion. This is important because people are likely to get bored just clicking buttons, so when their thoughts are wanted it is likely to make them feel the survey is actually important.

PollDaddy is a popular online survey-generator

Kelleher’s lasting concepts matter because, as the public relations profession, especially with the rapid advancement of social media, continues to quickly change, there needs to be a foundation of core values and practices by which to operate – and three aforementioned concepts provide as much.

Social media is providing a new outlet for modern PR practitioners

The concept of relational approaches, whereby companies build relationships with publics, is important to my white paper. In my paper, I discussed how richer media (YouTube) can be used to build stronger relationships and help to cultivate trust.

Also in the beginning of the century, radio was born. Started originally as a merchandising experiment to boost the sale of Westinghouse radio receivers, it began to deliver information directly to peoples’ homes.

Market research began to emerge in the mid-to-late 1900s. But it was before then that the topic was discovered. Between 1908 and 1919, a man by the name of Paul Cherington taught at the Harvard School of Business was considered, perhaps, the United States’ first university professor of marketing.

Much of the focus of market research was a response to seismic shifts in society caused by the Great Depression.

Polling samples were gathered and the population was often analyzed according to economic status. There was five groups: A, B, C, D, and sometimes N. The “N” referred to Negroes; and the reason they were their own group was because society was torn with racism – and only worsened with slavery.

Here is a brief history of slavery in America, through video:

Part 1

Part 2

Part 3