Blogger Relations

Once again, I am finding Brian Solis and Deirdre Breakenridge's book Putting the Public Back in Public Relations more and more intriguing, helpful and eye-opening.

Chapter 7 discusses blogger relations and the importance blogging has begun to play in the world of public relations.  Public relations is no longer about attacking audiences with messages and pitches.  It's transformed into the development of loyal, trusting and beneficial relationships between practitioners and people, which include individuals and groups from all different ages, interests, cultures, values and the list goes on and on.

Blogging, which is only one source the Internet has to offer, has become one of the most practical, beneficial, communicative tools online that allows you to "get personal" with those with whom you're communicating.  Blogging has closed one door to the old one-to-many way of communicating: a way that made PR practitioners deaf to the feelings of everyone else out there, and has opened a new door that allows feedback, reciprocation of information and, most important of all, a true way to connect with, learn about and get to know the people who are interested in what you, as a PR professional, have to say and offer.

With this wonderful advance in technology, it seems like the perfect opportunity to grab hold and take advantage of the situation at hand.  Upcoming PR people have the chance to transform old ways of thinking, planning and executing to a more personal level, and the advent of blogging is here to help.

One thing mentioned in the book was Chris Anderson's blog on PR spammers.  

Anyone with e-mail understands Anderson's frustration with excessive amounts of spam, pitches, news releases and unimportant messages that continue to flood inboxes.  Almost everyone can relate to that on a human level.

However, this seems to be the absolute worst way to fix the problem, when in fact the intentional 'fix,' I would guess, has only created more problems.

We all get annoyed with certain situations, but to handle it in this way, listing hundreds of professionals and their e-mails, especially on a professional platform, seems completely backwards.  Why not rise above those you're annoyed with and approach them in a more favorable way?

Also, on page 104, Solis and Breakenridge recommend sending "positive feedback to those who do it right."  This is a wonderful idea.  Reinforce the connections and behaviors of the people with whom you're happy, those who you perceive as ethical and those whose relationships you truly admire and appreciate.

Overall, blogging, whether used positively or negatively, is definitely a tool that allows connections to be made on a much more personal level.  Take advantage of these opportunities and continue to push PR in a more communicative, reciprocal and "striving to get to know people" direction.

Media Relations Student Editor

The beginning of this school year allowed another beginning for me: I started my position as Media Relations Student Editor for the Media Relations Office at Minnesota State University, Mankato.  Now, nearly two months in, I am extremely grateful for the experience I'm getting that will continue to prepare me for my future in public relations.

As the student editor, I write articles for the university's Web site.  I also help put together the stories for the biweekly newsletter that gets sent out to faculty and staff.  

One aspect of my job that's been very different from any other position I've had (and one I have had no trouble getting used to) is the location of my office.  My office is like a chameleon: It's always changing.  Sometimes it's my bedroom.  Sometimes it's Memorial Library.  Other times it's a comfortable couch in Panera.

You guessed it.  All I need to work is a computer, connection to the Internet and my AP Stylebook, of course.  

Not only do I have the freedom to choose where I want to work, I also have a voice in when I want to work.  If I have five hours of homework to do after getting home at 6 p.m. from classes, I can start a piece at 11 p.m. before I go to bed.

All my information is sent to me by e-mail from my boss.  All my pieces are typed and then compiled in Word for the newsletter and posted on the Web site.

This is perfect practice for me as I look toward life after graduation, and it's a wonderful job to have with my heavy workload as a college student.  

Skills and Attributes for New Public Relations Professionals

Dave Fleet's blog post 14 Key Skills & Attributes for New Public Relations Professionals was extremely eye opening and incredibly relevant to not only our research class, but also the stage we are in now as PR majors with changes in technology happening faster than ever.
This article really reminded me of the first few chapters in the Solis book, particularly with the emphasis on this current transition between more traditional tools, skills and strategies and the newer methods that have presented themselves recently with the advent of online opportunities.
I appreciate that even though Fleet's focus is on the newer attributes he recommends for PR hopefuls, he still encourages knowledge of and practice with the older methodologies. I feel, no matter how technologically advanced our world becomes, writing will always be one of the most vital skills to have. Just as with writing, communication skills will never stop being important, and being attentive to details will continue to show readers your reliability as a source, as well as the degree of commitment you hold to your work.
I found it very interesting to read over his recommendations for 'newer' PR. I think the most common devices on the internet today (and by most common, I mean what most people are most familiar with) are the online social networking tools such as Facebook and Linkedin. I feel they're so famous because of the mass use they get (specifically Facebook) from not only people in the PR and journalism fields, but also, just the everyday person.
I, too, fall in line with the millions, perhaps even billions, of others around the globe who have Facebook accounts. And my entrance into the Facebook world wasn't inspired by college, classes, PR or even the consideration that Facebook could possibly affect (either negatively or postively) my job outlook in the future. It was influenced by the fact that my friends were doing it, it seemed 'cool' and fun, and I wanted to stay in contact with people after graduating high school.
Now, being able to recognize Facebook as so much more than a fun hobby and cool tool to update my friends on how amazing this episode of The Office is, I've already gained a much better understanding of what it can provide for me in the future.
But beyond Facebook and my recent practice with blogging, I need work--and a lot of it. Fleet mentions the importance of coding with HTML and PHP. He also stresses his belief that knowledge of search engine optimization is key information to have. This opens my eyes to the heavy reality that I need to start learning and using these tools now. And I can't simply test the waters with my feet, but rather dive head first in the deep end, submerging myself in every opportunity I can while I still have the chance. I'm still in college. This is the perfect time. Within a year, I'll be graduated and out in the 'real world' when knowledge of these things will really count and my expertise in them could make or break my prospect of a job offer.

Ethics in public relations

Today in strategic communications research we discussed ethics in public relations and how it applies specifically to the topic of research.
Confidentiality/anonymity
This sticks out in my mind as the main theme throughout. Confidentiality and anonymity so important to people who decide to participate in a survey, focus group or any other kind of research project. Employees don't want to worry about losing their jobs or being treated unfairly by their bosses after news about what they say leaks out. Even for those people who would answer very positively about their workplace and employer, they too could be privileged in a way that wouldn't be fair to others. Without considering the topic of crimes or illegal/harmful acts, the promise of confidentiality is such a vital thing to always follow through with. However, when someone admits to doing something against the law, your own personal ethics and guidelines should kick in.
Compliance
Participants must knowingly agree to be a part of the research experiment or survey that is being conducted. Ethically, people can't be used without knowing it. If someone doesn't comply to take part, they cannot be forced to do so.
Withdrawal
Along with the idea of compliance, participants must understand if they do agree to be a part of the experiment, they can withdraw at any time. I feel we, as humans, have a right to decide, whether halfway into an experiment or not, if we want to continue through to the end. We deserve a right to withdraw without punishment. Any rewards that were promised in the beginning must still be given (maybe in a reduced form) to those who withdraw.
True understanding
Participants must really understand what it is they're getting themselves into. Ethical guidelines are broken when words are twisted to convey one thing and the participants show up only to realize they have to do something completely different than what they thought.
No harm
Research must not harm participants in any way, whether it be physically, mentally or emotionally. If research does cause harm to a participant, everything must be done to fix whatever was "broken."
Labeling
Never refer to participants as "subjects" or "victims." Use "people" or "participants."
Proprietary info
Although you may conduct the research and follow through with confidentiality/anonymity, any information you collect is proprietary and belongs to the company for which you work.