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Role of the emerging scholar as a source ofinformation & creator of networking opportunities with social media Karen Freberg, Ph.D.
• 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. LOUISVILLE.EDU
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.” LOUISVILLE.EDU
Change isChange is in society.Change is LOUISVILLE.EDU
• 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”: LOUISVILLE.EDU
• 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
PR PROFESSORS OF THE 21ST CENTURY HYBRID OF RESEARCH & PRACTITIONERCREATOR CURATOR CONNECTOR @KFREBERG, PR DIVISION, AEJMC 2012 LOUISVILLE.EDU
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
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
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
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
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
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 LOUISVILLE.EDU @KFREBERG, PR DIVISION, AEJMC 2012
• 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. LOUISVILLE.EDU
In order to be a social connector as a scholar, you haveto live it and become social. BECOMING SOCIAL (MY RESOURCES): LOUISVILLE.EDU