There is little question that social media has changed the public relations industry. Nearly every listing for a PR job requires “social media skills.” And there’s an expectation that if you’re in your early 20’s, you know social media because you’ve lived with it.
Yet, my colleagues in academia and business complain that students who grew up at a keyboard don’t know how to write. Problems with punctuation, grammar and sentence structure render their social media skills irrelevant because they haven’t learned the fundamentals of effective, word-based communication (see PR guru Fraser Seitel’s brief quote on YouTube). Emphasis is placed on social media skills at the peril of the basics of good PR.
This is why Seitel is the keynote speaker at Hofstra when its Public Relations Student Society of America (PRSSA) chapter hosts Back to Basics, a regional conference March 30-April 1. No student planning a career in PR and communications should miss this. The conference’s panel discussions will be “an exploration and re-examination of the fundamentals of effective public relations,” according to the event’s pitch material, and promises “informative and entertaining programming to emphasize the all-important PR basics while not losing sight of the PR tools of the future.” There will be expert guest speakers, helpful workshops and excellent networking opportunties. Those attending will also have the opportunity to see How to Succeed in Business Without Really Trying on Broadway, not so much a lesson in success, but a superbly entertaining musical!
I love this concept and I’m thrilled to be a part of it. And many wonderful panelists have lined up to present workshops. There’s “The Perfect Pitch” with Patricia Gambale (Public Relations Professionals of Long Island), David Norman (Kitchen PR) and Glenn Goldberg (Parallel Communications Group); “Writing for PR” with journalists and authors Iyna Bort Caruso, Claudia Gryvatz Copquin and Paula Ganza Licata; “PR Public Speaking” with networking maven Mindy F. Wolfle; “Balancing Social Media with the Basics” featuring Jason Winoker of Hunter PR; “Integrated Marketing” with Bert Cunningham (expert and educator) and tentatively Robert Zimmerman (Zimmerman/Edelson PR); “Crisis PR” with Dianne Baumert-Moyik (Northrop Grumman), Brian Dolan (SYSTRA Consulting) and Sean Dolan (Diocese of Rockville Centre); plus sessions titled “Meet the Media,” Entertainment PR” and “Public Service PR” all followed by a case study competition. PR pros will come to lunch on Saturday, March 31 to network with student participants.
Don’t miss Back to Basics. It’s PR stripped to its essential roots and it’s worth a couple of days of everyone’s focus. Your thoughts?