Recent Grads Know the Rules of New PR

June 29, 2009 - PRLog -- Recent Public Relations graduates actually have the advantage compared to someone with experience in the industry for years. How? Graduates understand the power of social media and blogs – as opposed to someone who has much experience with the old tactics of placing stories by pitching to journalists with press releases. With classes like Michigan State University's New Media Drivers License course, students will solidify their expertise in social media.

Graduates understand how to reach their audiences efficiently and effectively – online. Not only is the audience captive and proactive in searching and browsing, but there are new, creative ways in which to deliver the news – via special interests blogs, consumer-generated websites, and viral video.

Perhaps my favorite example is the chorus from Staten Island’s PS 22, where a viral video was passed around the internet which led to ABC World News picking up the story. A story that would have received no coverage by any media gained coverage by national network news by the power of social media.

Recently, bloggers have become more influential than journalists in shaping opinions of the public. So why are bloggers, who are usually not journalists, so significant? Bloggers are relatable; therefore people are more likely to agree with their opinions. Recent grads understand this – because they are the target. They know from experience that old media outlets are not relatable, therefore unread and ineffective. Public relations should be read exactly how it is – relating to the public. Social media is turning one-way communication into a two-way street, which is the only way to really relate to the public.