By far, the most enjoyable and fulfilling assignment in our Writing for Interactive Media was the Public Service Announcement (PSA). The process of scripting, filming scenes, and recording interviews were stimulating. More so, I felt alive in my creative space. The editing was simple and straightforward. The scenes fell into place exactly as played on the film reel in my headspace. I unleashed my “childlike spirit” all over again (Greene, 2012).
Interesting course this month. While I thought I was going to take a deep dive into Public Relations theory in today’s digital world, I found the content heavily based on practical exercises, and for which I have plenty of experience. The assigned readings reinforce much of what I already know. However, my background has primarily been in the public sector. Neal Schaffer’s Maximize Your Social was a worthwhile read and very comparable to blogs and articles I’ve combed through restlessness to keep abreast with the changing trends in PR, specifically in public education.
As a consultant in PR for more than 10 years, I have seen the introduction and implementation of digital media platforms long before companies like Hootsuite, Hubspot and Buffer came along. Before the invention of social media tools, these companies didn’t exist. Communicating digitally has given rise to new inventions, new instruction, and advanced tools to enhance the digital media experience even further.
The pace at which these digital platforms are developing is exhausting. One day shooting video on landscape setting is appropriate, the next day vertical is in, horizontal is out. Raw, authentic, unscripted video, contrary to the PSA, is cool, catchy and trendy. And that’s one of the biggest takeaways this month. Figuring out the language, style, and tone to use for social media and digital storytelling. It is quite an art. And if it weren’t for these social media expert companies, I might be somewhat naive and lacking in experience.
Late last month, I took part in a Canadian Public Relations Society (CPRS) conference. Among the presenters was a young employee representing Hootsuite who spoke on the topic of metrics and measuring ROI. I found her discussion informative, as well as reassuring since it will be the subject of an upcoming course in the Master’s program. More reassuring, fellow PR practitioners in attendance were frivolously taking as many notes as I during the presentation, excited to gain insightful knowledge from one of the leading companies in social media data collection. Whether a seasoned PR practitioner or a newly-minted one, there is so much to embrace and explore with the new way of communicating, and this workshop made me even more eager to jump in.
Still, while the art continues to evolve with the ever-changing trends, the very purpose of the public relations remains constant. Build and maintain valuable relationships with the public to garner support by managing the communications between the organization and its publics” (Grunig & Hunt. cited in Bowen et al. 2010).
Moving forward in my profession, I feel even more confident in upholding the virtues of the trade with my knowledge deeply rooted in the foundation of our profession. Equally, I have an inspired sense of direction in the tactics that keep the profession alive, relevant and necessary as traditional media struggles to stay alive. Change the narrative, lead the story. Become your own brand journalist. The PR occupation, indeed, has an exciting future.
Reference List:
Bowen, S., Rawlins, B. & Martin, T. (2010). An Overview to the Public Relations Function. Retrieved from https://ce.safaribooksonline.com/book/sales-and-marketing/9781606490990
Greene, R. (2012). Mastery [VitalSource]. Retrieved from https://bookshelf.vitalsouce/#/books/9781101601020/
Schaffer, N. (2013) Maximize Your Social: A One-Stop Guide to Building A Social Media Strategy for Marketing and Business Success. Retrieved from https://ce.safaribooksonline.com/book/web-applications-and-services/social-media/9781118756683
Mary Lee's Mastery Journal 