Students, listen up. Today's lecture is: "Tomorrow's journalists, publicists and ad execs should embrace digital media. But, look before you leap."

Dawn M. Lauer (Peppercom's resident expert on spirituality and a crack management supervisor to boot) accompanied me this past week to Northeastern University, where we helped launch the new School of Technological Entrepreneurship. While on campus, we also had the opportunity to lecture before a mixed group of about 50 students who were majoring in PR, Advertising, Journalism, Speech and Communications.

Our subject was the impact of Web 2.0 on the relationship between the media and PR (and between the media and the general public). We covered a wide variety of topics and subjects, including:

1) The fact that every single student, save one, had their own "page" on either MySpace or Facebook. Social networking sites are as ubiquitous among college kids today as bell bottoms, long hair and tie-dyed shirts were when I roamed the N.U. campus way back when. And, the implications to marketers large and small are tremendous.

2) The realization that, in a digital world, individual and institutional images and reputations can be blown to smithereens in a nanosecond. Examples we discussed ranged from the bloggers who "ousted" James Frey ("A Million Little Pieces") and Dan Rather (his ill-fated, poorly-researched 60 Minutes segment) to PR publicists who sent ill-advised, poorly thought-out pitches to influential bloggers and subsequently paid the price in career-wrecking, web-wide humiliation.

3) The ongoing love-hate relationship between the media and public relations. Professor Bill Kirtz, who taught my journalism class and continues to bring his incredible energy and enthusiasm to N.U. classes today, said he's always felt there were "good" PR people and "good" journalists (and vice versa). Bill said he's never understood why journalists looked down their respective noses at us PR folk. I've always felt it's because journalists are loathe to admit they count on publicists for many of their story ideas/angles. While they willingly accept our ideas and notions, they'll publicly deny our contributions and, adding insult to injury; oftentimes demean us as "the evil empire."

Regardless of how the media may feel about we PR types, Dawn and I told the students that the mainstream "Fourth Estate" continues to play a critical role in our world. And, even though traditional journalism has been hit upside the head by the rise of citizen journalists, message boards, social networking sites and other forms of digital communications, they still wield tremendous influence. Our message was not that digital will be the be-all and end-all of their future careers in advertising, journalism or PR but, rather, that they need to embrace and leverage each and every marketing/communications method and mode at their disposal.

We encouraged them to "dive into the digital communications pool" but, based upon the misadventures and mistakes of the Rathers, Freys and unsuspecting publicists, told the students to be sure they knew how to "swim" first.

We promised the students that today's post would be devoted to the lecture. So, c'mon students, lay it on us: how did you like the lecture and what thoughts do you have about this particular blog? Remember, though, to think about what you write before you hit the "send" button. The reputation you save may be your own.

Comments

[Danielle Ouellette]

Well first, Steve, I would like to tell you that I had a little chuckle to myself on Friday afternoon. Here's why: I was coming down the elevator after my marketing internship, reading the latest headlines on the screen, and there was the 62% statistic and mention of Northeastern from PR Wire. I guess it just reinforced what you said about viral marketing in combination with the traditional media outlets.

I also recently Googled my name and screen name for any hits online. It's always interesting to see what comes up. I found an account I created when I was 16 years old which I hadn't looked at in at least 4 years. I definitely think that Northeastern's co-op program keeps me aware of the real-world implications of my personal pages and blogs. I know a lot of friends at other schools who have pictures and phrases on their pages I would never want an employer to see.

Also, I have an audio recording of the presentation if for any reason you're interested. The quality isn't that amazing, but you can hear everything that goes on.

To go back to your swimming analogy, I feel that an education at Northeastern in PR, Communications, Journalism and related majors is like diving into the deep end with floaties on your arms. It's okay that you don't know how to swim quite yet, but there's still a good chance of drowning if you don't learn soon.

[Dinah Alobeid]

The world of journalism and public relations are closely interlinked, and their futures are even more so as made apparent by your presentation.
The internet has made everyone a columnist in their own way, and has opened up feedback channels greatly through blogging and more.
I found the presenation really informative, especially for someone like me, a journalism student with 3 years of experience in 4 weekly newspapers in 2 different states, radio experience and television experience. I am very interested in learning about public relations and this lecture was a true "launching pad."
Speaking of "lauching" there was a lot of apparent work and effort on the part of Peppercom, in developing a survey for Entrepreneurs about whether entrepreneurship can be taught, or if it something a person is born with. The idea of creating something unique, to entice Entrepreneur Magazine helped Peppercom hold the niche in this sector.

Thanks for taking the time out to present to the students!

[Dinah Alobeid]

The world of journalism and public relations are closely interlinked, and their futures are even more so as made apparent by your presentation.
The internet has made everyone a columnist in their own way, and has opened up feedback channels greatly through blogging and more.
I found the presenation really informative, especially for someone like me, a journalism student with 3 years of experience in 4 weekly newspapers in 2 different states, radio experience and television experience. I am very interested in learning about public relations and this lecture was a true "launching pad."
Speaking of "lauching" there was a lot of apparent work and effort on the part of Peppercom, in developing a survey for Entrepreneurs about whether entrepreneurship can be taught, or if it something a person is born with. The idea of creating something unique, to entice Entrepreneur Magazine helped Peppercom hold the niche in this sector.

Thanks for taking the time out to present to the students!

[steven cody]

Thanks for the comments. Danielle: I'd love to have an audio recording of the presentation. could you e-mail to me?

[Danielle Ouellette]

I can try. But it's a pretty big .wav file. If email doesn't work, is there somewhere online that I can upload it that you could access or download it from?