social media in pr education
DESCRIPTION
Presentation on experiences with Social Media in PR education held on Euroblog Conference in March 2008 by Thomas Pleil, Hochschule Darmstadt/GermanyTRANSCRIPT
Social Media in PR Education- Euroblog 2008 -
Prof. Dr. Thomas PleilHochschule DarmstadtMarch 13, 2008
Thom
as P
leil
Academic PR Education
The claimBridge science and professionIntegrate results of research in education
Thom
as P
leil
Academic PR Education
The claimBridge science and professionIntegrate results of research in education
Some learning targets for PR studentsExpert knowledge
Theoretical knowledgePR tool box etc.
Knowledge on the occupational areaPR, media, publics
Relationship Management, e.g.Identify relevant conversationsJoin these conversationsModerate discussionsTurn conversations into relationshipsSee connections between concepts, ideas, actors
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Trends in Public Relations
1. Explosion of information and knowledge2. Collective intelligence3. New virtual publics4. Media Relations: Loss of importance5. Communcation experts as relationship managers and
networkers6. Communication department as enabler of
communications7. Interplay between communications, innovation &
knowledge management
Thom
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leil
Trends in Public Relations
1. Explosion of information and knowledge2. Collective intelligence3. New virtual publics4. Media Relations: Loss of importance5. Communcation experts as relationship managers and
networkers6. Communication department as enabler of
communications7. Interplay between communications, innovation &
knowledge management
Social Media
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leil
Social Media in PR Education
Understanding Social Media asMeans of didacticsInstruments for communication managementTools for
Project ManagementKnowledge ManagementOpen Innovation
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PR education in Darmstadt
Programme of studies: online journalism (still: Diploma)4 terms: Basics in online journalism1 term: Internship2 terms: Public Relations1 term: Thesis
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PR education in Darmstadt
Courses (choice)PR Basics
Theory of communications managementPR tool box: conception, media relations, internal comms., evaluation etc.Fields of PR: Corporate Communications, Nonprofit-PR, CSR etc.
Online communicationsTheory (e.g. social networks, relationship management)InstrumentsNew developments: Socialweb
PR Agency (Practical Projects), e.g.PR ConceptionsEvaluation/CoachingCase Study Research
Copywriting in PR
No course dedicated to Social MediaIntegrate of Social Media in existing courses
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The ambition
Our PR courses are supposed toenclose the PR Body of Knowledgegive an overview on actual debates in PRbuild up practical PR exerciseestablish experience with Social Media (in PR)
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Didactical considerations
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Learning 1.0
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Outside the classroom
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„Education is Community.“
Marc Prensky 2007(Designer of Educational Games)
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Learning Theories
BehaviorismKnowledge gained through experience
CognitivismKnowledge gained through experience & thinking
ConstructivismKnowledge is constructed
ConnectivismKnowledge is composed of connections and networked entitiesLearning as a process of connecting specialized nodes or information sources.Learning happens in many different ways: courses, conversations, communities, reading textbooks, blogs, writing wiki articles…
Siemens 2008
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Comprise reality into education
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The goal
„Prepare students to participate in networks where knowledge is
collectively constructed and shared.“Mejias, Ulisis 2006
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Comprise whole reality
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Our Social Media Scenery
Educators‘Weblog
Textdepot
Course Blog PR-Fundsachen
Social Bookmarks (Group Archive)
Public Wiki PR-Wiki
Private Wikis
PR-Blog
PR-Blog
PR-Blog PR-Blog
PR-Blog
PR-Blog(other
students)
Others‘Bookmarks
PR-Blog(other
students)
IM
Educators‘Twitter
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Roles for Educators (Siemens 2007)
Educator as network administratorHelping students to construct networks
Educator as master artistEnculturation into a practice
Very open spacy
Educator as curatorExpert with advanced knowledgeCreating learning resources
Great in an ideal world. Problems: Motivation, proactivity
Educator as conciergeDirecting learners to ressourcesIncorporating traditional lecturesPermitting learners to explore on their own
Striking the balance
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leil
Lessons (Example)
Learner Generated Content: Short presentations (topic
chosen by students), discussion
Articles in a Wiki
Educator Generated Content: Body of Knowledge: Lectures,
Excercises
Discussion:Hot topics within the Social Web
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1,5
to 3
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Thom
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leil
Lessons (Example)
Learner Generated Content: Short presentations (topic
chosen by students), discussion
Articles in a Wiki
Educator Generated Content: Body of Knowledge: Lectures,
Excercises
Discussion:Hot topics within the Social Web
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1,5
to 3
hou
rs---
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--
Bringing theSocial Web intothe classroom
Openingclassroom to the
Social Web
ContinuingLearning outside
the classroom
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Our Social Media Formats
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Wikis
Since 2004/05: pr-wiki.de: a public Knowledge BaseWiki articles instead of Term papersChecklistsLinklistsPurchase lists for the library
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Wikis
Experiences (PR-Wiki)Nearly no interaction between students and with environmentWiki articles: Written in Word, pasted into the WikiStudents: Nearly no involvementEducator: Public Notebook
A growing ressource on PR but no really living project
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Wikis
2006: adding a private wikiManagement of projects, e.g.:
MilestonesMinutes of group meetings, briefingsExpert ListsDocumentation
SyllabusAbout 60 % proposed by educator, 40% by studentsTextsOrganizing dates and topics for presentations
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Wikis
Experiences (private Wiki)Very high involvement in Project ManagementHigh involvement concerning courses
Privacy as a key for success!
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Weblog
Since 2005: PR-FundsachenPR-Blog of all PR students
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Weblog
Experiences
„How many posts do we have to write???“
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Weblog: Experiences
Some numbers3 classes with 44 blogging students3 of 47 students rejected to blog (2 did design stuff)During terms: about 3 posts/weekDuring vacation: nearly no posts10 students with more than 10 posts in 2 terms8 students with more than 20 posts in 2 termsMost students post 6 – 8 times in 2 terms6 students tried to Podcast (Audio/Video)TA 55, 177 Feed subsribers
about 20 % become Bloggers
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Weblog: Experiences
Problems:Finding topicsWriting blog-likeManaging commentsFear of mistakes
PayoffsNetworking with PR practitioners, Alumni, other PR studentsDigital reputation/job relevance for some students
Not a leading blog, but visibility and exchange withenvironment
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Weblog: The students
Online Survey 2007:“Blogging is good exercise for career”
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Social Bookmarks
Group Archive for every classReading TippsResults of Research for Projects
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Social Bookmarks
Online Survey 2008:
“The Social Bookmark-Archive was a good knowlegde base”
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Social Media: Conclusions
Problem 1: MotivationInformation sharing and collaboratingExtending classroom into every day life
Problem 2: Force of habitCourses as lean back eventUnususal roles for students and instructorMore responsibilty for students
ImpactStrong benefits for 1 of 3 studentsSome benefits for half of the studentsSome are out of reach
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Social Media: Conclusions
Benefits:More responsibilty for studentsActivating some of the silent studentsMore current knowledgeImproved skillsPR for the university and for each student
Better job opportunities
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The near Future
Presence during terms: several Workshops instead of weekly seminarsBetween the Workshops: networked learningMore Learner Generated Content, e.g.
Skypecasts with Experts
Better integration of PlatformsNext Term: Google AppsIn the Future: Social Community and mobile content?
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leil
References
Büffel, Steffen; Pleil, Thomas; Schmalz, Jan Sebastian (2007). Net-Wiki, PR-Wiki, Kowiki – Erfahrungen mit kollaborativer Wissens-produktion in Forschung und Lehre, kommunikation@gesellschaft, No. 8, http://2big.at/8uiMejias, Ulises (2006): Teaching social software with social software. In: Innovate 2 (5), www.innovateonline.info/index.php?view=article&id=260Prensky, Marc (2007): To Engage, engage with, in: EducationalTechnology, Nov./Dec.: 64Siemens, George (2008): Learning and Knowing in Networks: Changing roles for Educators and Designers, Paper presented to ITFORUM, http://it.coe.uga.edu/itforum/Paper105/Siemens.pdfWalker, Jill (2005): Weblogs – Learning in Public, in: On the Horizon, Vol. 13, Issue 2, pages 112 – 118, http://jilltxt.net/txt/Weblogs-learninginpublic.pdf
Thom
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leil
Thank you!
Contact details
Prof. Dr. Thomas PleilHochschule DarmstadtMail [email protected]: www.das-textdepot.deTwitter: http://twitter.com/tp_daSkype/AIM: thomaspleilTel.: +49(0)6071/82-9272