A new academic year is about to begin and I can’t wait. Across the country approximately 21 million students will be enrolled in college, more than ever before, according to the National Center for Education Statistics. Most members of the freshmen class will have been born in or around 1996, about 37 years after me.
These numbers represent a challenge for educators my age, especially when teaching a subject as ever-evolving as public relations. Many of us can remember when press releases were created on typewriters and mailed in envelopes using stamps we had to lick. Since those primitive tools, we’ve witnessed astounding changes, and as professionals we’ve had to keep our skills sharp and up-to-date. We former PR pros must stay ahead of the curve to teach the latest trends, techniques and tools with future public relations practitioners.
Even during the four years I’ve been teaching full-time at Hofstra University, change has come fast and furious. For example, college students now favor using Twitter and Instagram over Facebook. Online video is rapidly becoming the most effective way to move people to action, and YouTube is now the second most-used search engine, behind Google. These changes in how people are using social media have profoundly impacted the way PR people do their jobs. We don’t just pitch stories, promote clients and diffuse crises; we have to be content providers — creating words, pictures and video for online platforms and web sites in an ongoing planned effort to gain attention and inspire positive attitudes and responses. To do this, we need to be more than good writers and pitch-persons; we must manage and master the current multi-media desktop and mobile tools, and use them to tell our stories very effectively.
For the new PR students who may think the profession is about red carpet events and flashy media moments, it’s more often not. Most of what we do is to use traditional and new media tools create content to initiate, persuade and change opinions. I’m excited about what’s next…are you? Your thoughts?