1. Role of the emerging scholar as a source of
information & creator of networking opportunities
with social media
Karen Freberg, Ph.D.

2. • Public relations continues to be an essential and changing profession
and discipline in society.
• While the profession also is evolving, the role of the public relations
scholar is as well.
• Researcher, teacher, and mentor are considered to be the
traditional duties to be expected
• However, the increase of digital and online interactions both in
research and in the classroom have transformed the PR scholar into
the social connector, curator, and innovator in public relations.
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3. A growing need to
• Bridging the networks of relationships to share knowledge while
also being cutting edge in understanding the connections
between theory and application is expected for emerging
scholars.
• Increased expectations for young professionals to know latest
technologies as well as how to apply them strategically for public
relations research and practice.
“We’re living at a time when attention is the new currency. Those who
insert themselves into as many channels as possible look set to capture
the most value.”
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4. Change is
Change is
in
society.
Change is
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5. LOUISVILLE.EDU

6. • Students are looking for professors with
expectations of innovative & relevant strategies
and tools for emerging media they can apply and
use strategically in their internships / first jobs.
• With the growing expectations from the
workplace, PR students seem to channel the food
critic Anton Ego from “Ratatouille”:
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7. • This presentation will highlight these emerging themes
from the perspective of public relations and
strategic communication.
• Primary focus will be given on best practices to
include using this technology within the classroom as
well as branching out to reach out to the PR
community to form new networking connections and
establishing personal reputation in the field.
@KFREBERG, PR DIVISION, AEJMC 2012 LOUISVILLE.EDU

8. PR PROFESSORS OF THE 21ST CENTURY
HYBRID OF
RESEARCH &
PRACTITIONER
CREATOR CURATOR CONNECTOR
@KFREBERG, PR DIVISION, AEJMC 2012 LOUISVILLE.EDU

9. CREATOR
• “By creating compelling content, you can
become a celebrity” - Paul Gillin
• Talk the talk, walk the walk – applies to
professors more than ever
• Establishing own platform and hub of
information and reputation
management
• Forums, blogs and social networking
websites are hubs for information for
students to enhance their knowledge
and skills in public relations
@KFREBERG, PR DIVISION, AEJMC 2012 LOUISVILLE.EDU

10. CURATOR
• Content curators – “people who make a practice of finding
content relevant to their friends and followers, and then
sharing links to that content” (Neicole Crepeau)
• Collaborate with students – they bring in fresh ideas and
perceptions of material presented online and with social
media;
• Share insights with other faculty in other disciplines
Social media is a virtual & evolving hub of
information that allows individuals to engage in
global dialogue and strategic collaboration to
maintain relationships.
@KFREBERG, PR DIVISION, AEJMC 2012 LOUISVILLE.EDU

11. LOUISVILLE.EDU

12. CONNECTOR
• “Focus on how to be social, not on how to do social.” -
Jay Baer, Convince & Convert
• Mobile apps, technologies, and social media platforms
facilitate more of a people convergence
phenomenon
• Human connections shared and created through digital
platforms
• Networking opportunities through guest speakers
(physical presence or digital), blogs, research
opportunities;
• Attending practitioner and researcher events – in PR
and other fields
@KFREBERG, PR DIVISION, AEJMC 2012 LOUISVILLE.EDU

13. HOW TO INTEGRATE
TECHNOLOGY
• “Being student of the event” - Become ONE with technology – place it into
professional lives.
• Train yourself to find, search, select, and evaluate information to share with
students in the classroom through:
• Twitter
• Pinterest
• Mobile (Zite, Flipboard, etc)
• Infographics
• Paper.li
• Storify
• Instagram
@KFREBERG, PR DIVISION, AEJMC 2012 LOUISVILLE.EDU

14. 2012 & BEYOND FOR
PROFESSORS
Educators are already curators of
knowledge, skills, and best practices in the
classroom
• Balancing both practice and research
perspectives;
• Share information in class and outside
of class through social media platforms;
• Be the “host” of the engaging learning
environment;
• Evaluate the
links, comments, documents, and
graphics that received the most
feedback from students
• Be a participant in the conversation
@KFREBERG, PR DIVISION, AEJMC 2012 LOUISVILLE.EDU

15. DON’T BE AFRAID TO….
FAIL CHANGE THE LANDSCAPE SHOW YOUR SOCIAL MEDIA PERSONA
“I have not failed. I’ve just found 10,000 “Be the change you want to see in the “Today you are you, that is truer than true.
ways that won’t work.” world.” There is no one alive who is younger than you.”
– Thomas Edison – Ghandi – Dr. Seuss
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@KFREBERG, PR DIVISION, AEJMC 2012

16. • In order to become a social connector, you have to be one with
the technology
• Evolution of social media and mobile technologies continue to
advance
• We have to be the leaders in making sure we
• Connect with our students through technologies.
• Curate important information and trends effectively in class and
online while focusing on the strategic integration of multiple
technologies.
• Create our own content and presence online – lead by example.
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17. In order to be a social connector as a scholar, you have
to live it and become social.
BECOMING SOCIAL (MY RESOURCES):
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