A module for teaching Digital Public Relations?

There is no doubt that social media has a hype attached to it. Such hype leads one to question how effective social media really is beyond all the noise. The effectiveness of a social media campaign can only lie in the abilities of the Social Media Consultant. Over the last few weeks my online scouring activities have shown me that the world is full of social media consultants and social media experts.

The issue is a clear one; which people can be trusted? Currently there are only two methods to postulate the talents of each consultant: the position at the company they work for and through viewing recommendations from others. I strongly believe the size of a public social network does not provide an adequate indication of talent.

It is clear to see that social media is clearly not a fad in passing. As our society becomes increasingly technologically advanced our means to communicate is changing. The relationships we now have with each other are very different compared to the relationships we had at the dawn of the 20^th Century. Industries are continuously keeping up with our ever-changing communication lifestyle. I must add that the development of communication is not due to technological advancements but instead necessary steps in our own development as a society.

For this foundational reason it seems clear that because the internet is here to stay, social media is here to stay (but through changing forms) and that the digital world will become the largest communications platform. It is time that we saw people who call themselves ‘Social Media Experts’ or ‘Social Media Consultants’ to actually have a form of relevant education to back up and support their titles. To mean that Universities should keep up-to-date and run modules on Digital Public Relations. In my view when Marketing becomes digital it treads upon the toes of Public Relations.

Perhaps controversially I am at a position where I strongly believe that social media has a more prosperous future compared to the advertising industry. Isn’t it about time that education institutions prepare graduates for the future and teach social media strategies and tactics?

Michael is a Consultant for Keene Communications where he devises and manages digital public relations campaigns. Keene Communications has been providing public affairs, public relations and representation services for over 25 years. Michael is a certified member (MCIPR) of the Chartered Institution of Public Relations (CIPR).