As I have been reading various blogs these past weeks, I have come across multiple discussions on Twitter. A little overwhelmed with social media in general, I was a little wary of another social networking tool. Curiosity finally caught up with me and I started looking into it a little bit.
First, I went to the Twitter website, which I was surprised to find gave me a very little understanding of what Twitter was. As always I turned to wikipedia which defines Twitter as “a social networking and micro-blogging service that allows users to send ‘updates’ via SMS, instant messaging, the Twitter website or an application such as Twitterrific. Twitter lets its users post small amounts of text that can be transmitted over a variety of mediums. When I checked out the site, it seemed most of the posts were on mostly a social level where one girl wrote about the tv show she was watching and another user wrote what his boss’s response was to a question he asked. As I continue to explore this website and the number of subsequent websites that have developed off of it (Twitterriffic and Twitterment to name a few) I am interested to see if this tool is being used for more purposes than social networking and casual discussion.
March 22 saw much excitement on Auburn’s campus. In addition to the Spring Break buzz amongst the students, Auburn’s Board of Trustees named the university’s new president. For the past two years, a committee has searched for the right candidate and selected Jay Gogue to be our 18th president. After reading a few recent articles on this news, I learned Gogue is an Auburn graduate, graduating from Auburn with degree in horticulture in 1969 and then a master’s degree in horticulture in 1970. He will be leaving his position as president of the University of Houston and is reported to begin his presidency at Auburn in mid-July.
I am glad to see that the two-year search is finally over and that Auburn has a new president. As a student, I will have seen three presidents in my four years at Auburn by the time I graduate. I look forward to seeing how his time at Auburn will affect the university. Similarly I hope to be able to find out more about our new president in the next few weeks, as more articles and interviews are published.
Social media seems to pop up everywhere now. I went home to Birmingham for part of the weekend and stumbled across my parents’ college alumni magazine. Seeing as how they attended a different university than I do, I always like to compare and remind myself that I made the right choice. Anyway, as I was flipping through the pages, I came across an article about an alumn’s blog.
When his wife was deployed to Irag, this alum, a retired lieutenant began a blog that reportedly attracted more than 500 readers a day. The blog (which he stopped writing when his wife returned home) was a commentary on the war in Iraq and how he was coping with missing his wife. Attracting the attention of author, Matthew Currier Burden, this man’s blog was used in a book called “The Blog of War” which discusses the war in Iraq through soldiers’ blogs. As I read an excerpt from the book, which was incidentally this man’s post, I was once again reminded how social media is changing our world, especially outside of my little pr mindset.
It is incredible to me that soldiers are blogging across the world, as are their loved ones back home. I have never thought about using blogging as a way for people to cope with the war and communicate with their loved ones. I would be interested in reading a soldier’s blog, because it would help put a human face with what is occurring over there. Personally, I am merely aquaintances with a few soldiers who have either gone and come back or who are still over fighting. I would like to hear the stories of people who are fighting instead of the 30-second stories I see on the news.
The young adult demographic has always been the most difficult to inspire to vote. In the presidential election of 2004, it is reported that on 47 percent of young voters age 18-24 voted. Each election time, candidates travel to college campuses and campaigns such as “Vote Now” are orchestrated to reach this demographic and solidify their votes. As presidential candidates begin to surface for the 2008 election, one thing is different about some of their campaigns – they are using social media.
Barack Obama is a prime example. Obama has both Facebook and MySpace profiles. Out of curiosity I checked out his profile on Facebook, and found it to be similar to most, containing notes, a picture, websites, a wall etc. I read through a couple of the “notes” encouraging facebook members to get involved in the campaign. Other people have also written opinions and posted messages to Obama on his wall. Other candidates are using these social media tools as well, however I find it especially interesting that people are using these tools to help measure a candidate’s popularity.
I still have not been able to come to an overall opinion about political candidates using these social media outlets in their campaigns. On one hand, it seems like a positive move in reaching the young voters who in the past have not been as involved. Candidates are going to sites they know this demographic accesses, reaching them electronically. Another positive is that candidates appear to be interacting with their “friends” and viewers on these sites. For example, Obama writes a note about donations or a call to action and people can respond through their notes. Social media provides a new way for voters to connect with these candidates. Users can feel a different kind of camaraderie or connection with the candidates through wall postings and note sharing.
On the down side, does a facebook profile make a candidate too accessible? Anyone can join these sites and write whatever he or she wants on a candidate’s profile. Although these sites have privacy controls, this seems to be a risky move in credibility. Any user can create a profile under any name, he or she can write anything whether it be true or not on the candidate’s profile. A viewer of a candidate’s site can not be certain it is the candidate who is writing the notes or responding to the wall posts. Aside from credibility, I wonder if candidates being on these sites brings them down to the level of their voters in a bad way. For some it may make them seem less serious about the campaign. In other words, they might seem more of a friend or social identity than a political candidate. I’m still trying to decide how I feel about this and am interested to see how these social media tools are used in the months to come.
This week the importance of accuracy was emphasized to me as I watched the news coverage of the storms on Thursday . I have a better understanding of why we painstakingly check dates, the spelling of names, and the wording of quotes before sending our work out for the world to see. Yes, accuracy has always been important to me in my schoolwork. However I have to admit I have never been thrilled about checking my AP Style book for the correct abbreviation of ‘Lieutenant.’
This past Thursday, I was glued to my television, watching every detail of the storms that were sweeping across the Southeast. As I watched this coverage, I also watched the devastation of the damage that happened at Enterprise High School. After a tornado swept through the town that afternoon, a school wall collapsed on students and faculty as they were waiting for the storm to pass.
I continued to watch the coverage throughout the night and watched as the statistics changed from update to update. The death toll in Enterprise rose from five, then to eight, to twelve, then to fifteen, back to eight and finally back to five. I was surprised that such an important statistic was reported with little factual evidence to back it up, seen in how often the numbers changed.
In the communications field, our publics rely on us to give them correct information. Whether it is a press conference, news update or a simple fact sheet, your audience depends on you to give them accurate information. Accuracy is crucial for both your audience and your reputation. As a practitioner I plan to make accuracy in my work a high priority to ensure correct information and a credible reputation.
This week I have been paying a lot of attention to the JetBlue crisis situation. Everything began on Feb. 14 when passengers were stranded on a JetBlue plane for more than eight hours. What followed was a disaster. Not only did JetBlue have to face its disgruntled passengers, but the rest of the world as the media caught wind of the story. In this case, JetBlue had to improve customer relations and salvage its plummeting reputation. As I have watched the last week unfold I have been impressed with JetBlue’s response to the situation, the tools (social media!!) they used and their timeliness.I read a post by Susan Getgood last night about how this crisis plan shows the importance of the “social” part of social media. JetBlue has grasped this idea and has used it successfully in the past week.
First, JetBlue CEO David Neelman appeared on YouTube in a video expressing his appreciation of the customers and assurance of better days ahead. Although YouTube is an incredibly popular media tool, using it for crisis management has been unprecedented. In the video, Neelman is sincere and admits the company’s faults. I think using YouTube was a very smart and cutting edge way to reach both the customers and the public.
JetBlue’s website was not updated to its fullest until the end of last week. Now the website highlights an entire section that links to Neelman’s updated blog with apology letters, the YouTube video, and a copy of the customer bill of rights. Although it would have been smart to update the blog before the end of last week, the website still serves as an important tool. The website has made all of the resources (apology, YouTube video, etc) accessible for all and produces it in quick manner.
Lastly I am impressed with the way JetBlue is admitting their wrongdoing. Some companies would have ignored the situation or refused to take the blame. JetBlue publically took full blame for the situation. Additionally, they have drafted a passenger bill of rights that will reimburse the passengers from last week as well as highlights a plan of action for potential future delays or problems. This bill of rights is costing the company millions of dollars, however it is reinforcing their confidence in their service and commitment to their customers.
JetBlue’s use of social media, attention to their customers and public apology seems to be working in their attempt to regain the public’s favor. As a traveler who has never used JetBlue I can say with confidence that after their attempts in the past week I would be willing to fly their airline. Only time and a commitment to their promises will tell if this plan ends up working.
I unsubscribed to my gossip magazine subscription two years ago because I got tired of reading and paying for petty celebrity gossip. Don’t get me wrong, I love sinking into a good celebrity love triangle, looking at who wore what to the Oscar’s and seeing “brand new” and “exclusive “photos from a celebrity wedding every now and then. I just got tired of keeping up with it constantly. Why was I so intrigued by reading about the famous lifestyles and constantly changing trends? To be honest, there seems to be much bigger things in this world to worry about than that two celebrities wore the same gown to a premiere or that someone got a nose job. I thought by unsubscribing I would be a little more in control of when I wanted to access that information. Lately in the wake of Anna Nicole Smith’s death and Britney Spears shaving head/mental breakdown I have not been able to escape the celebrity invasion of the media. I wonder why the news is giving so much attention to celebrity gossip and why the public is so consumed with the lives of these celebrities.
It seems every time I have turned on the news the past few weeks it has been all about Anna Nicole Smith and now Britney Spears. I think the coverage of Smith’s death is been blown way out of proportion. Why do we need to know that her body is being transferred to another place or who is fighting over it? Now, Spears shaves her head and automatically the media goes into panic mode trying to figure out why she did it and how her life is allegedly falling apart. In my opinion these stories do not belong at the forefront of news broadcasts. It seems we have lost our perspective on what is news worthy and vital information. I’m not sure if the 24-hour news cycle, our obsessions with celebrities or people acting out to increase their publicity are to blame. Â I would just like to actually watch something that is important on the news than being constantly surrounded by celebrity gossip.
On Tuesday I along with other Auburn University students and faculty had the opportunity to attend a lecture by Susan Dryden Whitson, the press secretary for First Lady Laura Bush. Whitson is an Auburn alumna, graduating in 1991 with a degree in education. I was intrigued at how Whitson was led from high school English teacher to presidential press secretary. Her story is both motivating and intriguing.
After Whitson graduated from Auburn, she taught high school English in Hoover, Ala. In her lecture Whitson stated she had always wanted to be a teacher. In the summer of 1997, Whitson worked with Rep. Bob Riley and was then offered to serve as his press secretary. I am amazed by her whirlwind career from this point. She then served as press secretary for Rep. Bill McCollum. Following that job, Whitson became deputy director of the Office of Public Affairs, chief of the FBI’s National Press Office and deputy communications director for the Bush-Cheney presidential campaign in 2004. Whitson also served the Bush daughters which led her to her current job as Mrs. Bush’s press secretary.
Sitting in her lecture, I was happy to find Whitson to be extremely personable and quick. I see how she has achieved so much in her lifetime. I was a little surprised at first when I learned Mrs. Whitson’s original job was an English teacher. As with many people today, Whitson used her degree in multiple ways and is now working in communications. As a student I am glad I am learning these skills for my career now and look forward to learning form the experiences and lessons my future jobs will bring.
One comment Whitson made in her lecture really stuck with me. She was describing to the audience her reaction when asked to be Riley’ press secretary. Unsure of her qualifications, she was asked if she read the news, could answer the phone and was nice to people. When she responded yes, Whitson was informed those were the skills she needed for the job. Obviously, her job would require much more than those three attributes, however these three things seem to be a solid foundation. on which public relations stands.
In public relations, one must be constantly aware of current events in the world. For Whitson she reads approximately six newspapers a day. After listening to this lecture I am much more inspired to take advantage of the tools and resources available and constantly be aware of the world around me. Secondly, although public relations is much more than simply being able to answer the phone, strong communications skills are a must. Being able to contact the media and communicate effectively is a crucial part of the profession. Lastly, “being nice to people” is of utmost importance to success in a public relations or communications career. Over the past week, most of the articles I have read have reinforced the importance of good character and a strong and credible reputation. A public relations professional must be able to interact with people while being able to read situations that affect the people around them. Not wanting to “burn any bridges” I think it is especially important in this field that a practitioner be kind and polite to those he or she comes in contact with.
I am so ’s career can change over your lifetime and how one can work in the public relations and communications professions.
Social media. Six months ago, I had never heard this term. Now I am mesmerized by it. As I sit here and reflect on this past month in my very last semester at college, I wonder how my perspective has changed so much in such a brief time. In one month this new world of social media has been opened up to me and it has created a new perspective for me as a student, future professional and as a person in general.
It has taken me awhile to pick up on social media and I am still learning. With practice, the jargon such as ‘blog’ and ‘wiki’ are more familiar. I now ‘ctrl + t’ my internet browser multiple times in one sitting and I am recognizing websites and some professional names. I am being introduced to a variety of different resources I had no idea existed. How was I so unaware of the blogosphere when it is clearly so widespread? As I continue to learn (which I have a lot of learning to do) I look forward to being able to use some of these new resources such as wikis and blogs. Because I am learning more skills and about more tools, I feel more empowered and prepared for my career.
What I like most about my new education is that I feel a little more connected to the world. Social media is connecting people and professionals in completely new ways. Even though I have never met any of the bloggers that I have read posts authored by, I feel a commonality with them, grateful for the advice they pass on and the issues they open for discussion. People seem much more accessible now, primarily because they are. Before, if I was interested in advice on networking or job searches, I would have looked in a professional magazine or article which I still feel are credible and valuable sources. However, in reading those I would not be able to comment back and create a discussion with the author immediately. Social media has created a place where I can learn and connect with people simultaneously.
I am excited about the months I have ahead of me as a student and to see how social media is progressing as I enter and continue in the professional world. Change takes time but as for now I realize I have a lot to learn in the process.
This afternoon I read a very helpful post on Forward blogs that I just had to share and write about. The post was written by John Stauffer where he shared some advice from one of his former public relations professors, Richard Toth. Upon doing a little research I found Toth has an extensive background with work at a number of universities and a variety of organizations such as the PRSA. Although the interview that was posted in Forward was only three questions, Toth’s answers were full of advice and knowledge that have both informed and encouraged me about my future career.
One thing Toth emphasized was the importance of relationships within the profession. He encouraged graduates to get involved at an early age with organizations such as PRSSA and PRSA and to “network, collaborate, participate, mentor and be mentored.†I have felt that as a student I have not come in contact with many public relations professionals. However I look around and realize the value of the professors and the experiences they have learned from. I have met a variety of professionals in journalism and public relations from my hometown who have provided me with some local contacts and ideas to jump start my career. In a later question, Toth also reminded me of the importance of maintaining strong relationships as a professional. I agree that one’s reputation and character will enhance the level of professionalism and good relationships amongst other professionals in the field.  Protecting and maintaining these relationships will not only provide great resources but specific contacts as well.
Another part of the interview that stood out to me was Toth’s emphasis on flexibility and variety in one’s career. Your typical Type A personality, I have always planned out my life. The flexibility and breadth of a public relations degree have been both exciting and scary to me. Toth recommended a variety of jobs and experiences within and outside of the public relations and communications fields. He encouraged students not to limit themselves to only working in the public relations and communications, but to learn and be ready for career and circumstance changes. This was very good advice for me, reminding me that my career is open for changes throughout my life and at varying stages of my career.
