I believe we can also agree that many of the principles of social media existed as principles of public relations. Consumer evangelism, for example, is not something that only occurs through media–whether traditional, new, or social. Ben & Jerry’s has had evangelists since the beginning who spread the word without using media. Personally, I never hesitate to tell people I LUV SWA, and that’s not something I’ve ever written in a blog post (until now). Additionally, listening to consumers is something we have done for a long time, but now we have more places to listen and more people broadcasting their opinions.

For students, a foundation of strategic planning is essential and the core courses in most PR programs emphasize these fundamentals while exposing students to social media. If a student isn’t learning these fundamentals, then it is probably the fault of the student. It’s the student’s responsibility–and Sydney is a good example–to apply what he or she has learned and learn as much as possible. A major is not necessarily going to teach you everything you need to know to work in your chosen career. Hey, I majored in math so I know this first-hand. But the experience did help me refine my critical thinking skills and that has definitely been useful. PR students should also be double-majoring or minoring is an area that could give them more perspective, such as political science or history. I would guess that many of the top execs at PR firms did not major in PR.

I would like to caution students of being critical in such a public manner of the very people who can help them in the early stages of their careers.

Sydney, I’d love to know more about why you conducted this interview and where I can find a copy of it.
Kelli Burns´s last blog ..International Study of PR Practitioners Demonstrates the Importance of Evaluation Research

I myself am new to the PR world, and I am now very well aware that Public Relations isn’t the “Peoples Revolution” that they aired on The Hills.

Unfortunately, like myself, too many people believe that PR isn’t as strategic as it can really be. Most people I come into conversations with believe that PR Professionals are glorified “b/s-ers” or people that tell you want to hear. Thankfully the collide of social media in the form of blogs, fb, twitter, etc has helped merged those ideas into, unfortunately, a quick crash course idea of what PR should somewhat be like.

Keep it going! I loved reading this. Sydney, great post! Dr. Batchelor, I’ll be in your class in the fall, please bring this discussion or SM up in discussion!
Patrick´s last blog ..PR Fashion Jobs

I myself went into the program with little knowledge of communications. Maybe it is my own fault for not learning as much as I could but I feel like some programs are lacking in making the practical connection. I know Prof Batchelor has had a great career, I am myself have told him that, but when I took his class the connection was lacking.

I have one year left at USF, I hope the rest of my classes are more challenging and more difficult than what I’ve taken so far.

The point of the PR program at USF (and that of any PR program that is worth a damn anywhere) is to teach us about the principles of PR – the basic knowledge that we’re expected to know and put into practice when we jump into the real world. Which, is another post all by itself. Yes, social media is becoming increasingly important, but if you don’t know how to do PR, then your use of social media in PR will be irrelevant. You have to know the basics. It’s not optional. I’m an intern at a huge agency, and though they do turn to me for a lot of social media questions, I am expected to know the basics first. So learn the basics. And master them.

I’m glad you’re jumping into social media and are passionate about it, but we’re all learning here, we’re all new, and people like you and I especially still have a TON to learn about this industry. I wouldn’t go burning bridges with Batchelor (which you could be doing, based on your comment above), because he has a great career behind him in the PR world, and can help you get very far if he believes in you.

::stepping off soap box::

Regardless, thank you for being here and contributing to the conversation.

There are many case studies of successful sm campaigns and projects. Whenever one raises doubts about sm, these same companies and campaigns are trooped out to show how powerful sm is, such as Southwest. So, one would have to be short-sighted to question the usefulness of sm across the board. However, at the other end of the spectrum, there is a tsunami of sm “experts” that have concluded sm is a game-changer or going to completely transform PR/communications as they have been conducted for the last 125 years.

My call is simply for some sanity among the Kool-Aid sippers, particularly for students and young professionals. Without the requisite fundamental skills and strong analytical/critical thinking skills, all the fancy sm in the world won’t add up to a hill of beans.

Take a look, for example, at the basic writing skills of many students and young pros on blogs, etc. Often one sees these posts riddled with grammatical errors and weak, passive voice. Don’t they realize that potential employers will read this as they vet their applications? Many communications executives told me horror stories of potential employees who looked great on a resume, but had electronic baggage filled with horrible writing.

The challenge as a teacher is finding a middle ground between students that actually do not know much about PR and have weak basic skills and those who simply think they know everything. Unless a student is taking a class solely focusing on sm, then there is no way to fit in all the potential material. Unfortunately, most college students enter PR programs with almost no understanding of the field or its challenges. Thus, faculty members spend too much time filling in gaps that students won’t fill on their own. And, regrettably, some students enter the program thinking they already know everything there is to learn when they actually know next to nothing and aren’t willing to work hard to get a handle on the field.

I apologize for floating a little far from the heart of the original discussion. However, I see an important link between foundational skills (writing, strategic thinking, diplomacy, teamwork, ethical world view, etc.) and sm.

Sydney is a great example of a USF PR alum who built the former while learning the latter.
Bob Batchelor´s last blog ..Unrealistic Millennial “Expectations” in the Workplace

This is one of your best blog posts yet….