Skip to main content

What the next generation of PR can learn from the next generation of journalists

Jay Rosen, a professor of journalism, gave a speech to his incoming class of journalism students at Science Po in Paris with advice on how to prepare themselves as the new media generation. Perhaps the new generation of PR can learn from these tips too.

Said Jay,

Typically when people like me—a professor of journalism who is deeply involved in the digital world—advise people like you—students just starting their careers in journalism—we say to you things like:

You need to be blogging.

You need to understand search engines.

You need to know Flash and perhaps HTML5.

You need to grasp web metrics like Google analytics.

You need to know how to record audio or edit video

You need to “get” mobile. ("Mobile is going to be big!")

And all those things are true. They are all important. But I want to go in a completely different direction today. Ready? You need to understand that the way you imagine the users will determine how useful a journalist you will be.

Tip #1 – You need to be blogging

As you start blogging, you realise that content is more important than deciding on the platform.

You can use Wordpress or Blogspot, or have a beautiful theme, but without content, your blog will not gain any traction.

Content, content, content is key to social media success. Think of the objective, and how you can use the content to create rapport with the public, then final decide on your social medium.

PR also need to learn how to respond to a blogging journalist or suggest replies for clients.

Tip #2 - You need to understand search engines.

The biggest reason why you create content is to allow search engines to find you. Search Social PR on Google today and this blog will most likely be on 2nd or 3rd.

This also allows you to structure your headline so it has the keyword that will put you on top of the search engine.

In the digital world, it is no longer key messages. Its keywords, keywords and more keywords.

Tip #3 - You need to know Flash and perhaps HTML5.

It would be best to know the language. If you are not the programming type, know people are at the top of the game or doing work on it.

I was recently asked to pitch for a very extensive development of a Facebook game. Rather than saying no, I built a virtual team to provide for the development.

Tip #4 - You need to grasp web metrics like Google analytics.

Clients love numbers and the bigger  they are, the better. Just kidding.

Analytics help you to define your content too and it allows you to identify where people are coming from to read that content.

Analytics could range from Google Analytics to using free services like Social Mention to monitor your client’s brand health in the social media space.

Facebook Pages also provide you with analytics which allow you to develop your next content. For example, a client found that their Facebook Page have hitting the right target age group but have too much female fans. As such, the next steps are to build content targeted at attract male audience.

Tip #5 - You need to know how to record audio or edit video

While text is great for search engine, audio and video often attract a better attention rate. It also makes the client communication unique.

Uniqueness attracts.

It shouldn’t be about record audio or edit video, but also understanding or suggesting the best equipment within the budget.

For example, I know of a PR agency which shot videos of its round table and the video shaky. The audio itself sounded it came from the video camera itself, hence, the background noise.

A tripod would have helped reduce or completely removed the shake, while using a wireless audio mic would have reduce the noise.

Tip #6 -  You need to “get” mobile. ("Mobile is going to be big!")

How do you attract attention of the mobile user if your content is one chunk of paragraphs without any breaks?

A mobile user is using the smartphone on the move, so should you look at changing the structure of the content so that it reads fast and easy to consume?

Hope these tips help for the new PR generation to be citizens of the communication industry.

(Note – by understanding search engine, the sentence above might get hits from searches of keywords of PR (Permanent Resident) and citizen/s.


Popular posts from this blog

Why is Ramly Burger banned in Singapore?

Yahoo Singapore ran an article of the Ramly Burger by highlighting that it is ban in Singapore.

Yet, the writer from Makansutra failed to address the most important issue of why the Ramly meat patty is banned in Singapore.

A search online easily did highlight that the famous Malaysian meat patty is banned by the AVA but didn't go into details.

Wrote Arlina Arshad for The Straits Times in January 2004,

"But the importing of beef and beef products from Malaysia is not permitted, said theAgri-Food and Veterinary Authority (AVA).

Selling and supplying them without a permit is also an offence, and offenders can befined as much as $50,000 or jailed two years, or both, said the AVA."

In May of the same year, another article highlighted that a man was even charged in court for "smuggling" the Ramly burger in 2004.

"The AVA said that meat products processed in Malaysian food factories which it had notapproved were banned here.Suzali was yesterday jailed for four month…

Did She Run Or Did She "Just Fake It" For Adidas?

Andrea Chong, a Adidas appointed influencer, posted a photo of herself in the middle of the Standard Chartered Singapore Marathon 2015 and captioned how she was "all smiles" during the run.

Unfortunately for Andrea or the PR agency, one of her readers checked her bib number #75148  at the Marathon's website only to find it to belonging to somebody else.

That somebody else is Kuvin Kuar, a intern at Edelman PR and the bib number had a status "DNF" or did not finished.

This raised the first red flag as one of the rules stated that "A Participants is strictly not allowed to transfer his or her race entry to another party".

This cascaded into perceptions that Andrea herself did not even start or complete the race and was only "planted" by Adidas or the PR agency, Edelman PR, to look pretty in the marathon.

Marketing Magazine noted that Adidas declined to comment about the incident which lead to further speculation that Andrea was possibly just …

Kudos To Huawei 2 Year Warranty For P9 Series

When it comes to smartphones, I think I am jinxed.

For my history of owning smartphones, every time it comes close to the end of the two year contract with my mobile service provider. This time round, it happened to my Huawei P9.

All of a sudden, the LCD screen sort of decolourised. I thought it was a temporary issue but the decolourisation lasted for a few hours. Then the nightmare began.

The touchscreen couldn't be touched. This made it the smartphone a brick.

I thought the Huawei P9 only had one year of warrant. With my contract ending in mid-year, I thought I would have to wait it out till the contract ended and allowed me to buy a new phone under a contract.

Luckily, a friend reminded me that the phone came with a 2 year warranty.

So I decided to go to the Huawei service center, right smack in the center of the city, to see if my phone is under warranty and if Huawei would honour their 2 year warranty.

Thankfully, Huawei isn't as popular as the Samsungs or Apples, and the …