PR pros: Everything has changed

The Web 2.0 “conversation” has altered the role of PR—just ask this university teacher

In January, I took over as an adjunct instructor in the capstone “campaigns” course for PR majors at the local university. Three hours, one night a week. Piece of cake.

After all, I had 15 years in the PR practice since graduating from that same university with a journalism degree. Lots of experiences to pass on to these pliable young minds. My plan: make the class exciting with a cool social media spin. I’d be brilliant (thumbs in suspenders). It’d be fun.

Who could have known the extent to which a social media focus would challenge the traditional PR pedagogy? When I talked to faculty, the conversation took on a “oh how cute” sheen. The students scarcely had a conception of what “social media” was, and OMG, you mean we have to, like, apply it in real life PR? After the first two classes, I would have settled for Second Life.