Next generation of PR professionals not ready for social media ?

Last week I received a confirmation on something I feared all along; the next generation of PR practitioners, currently in their last year PR or Communications studies, are probably not ready to apply social media tools in the context of business communications.

Why do I think this ?

For several reasons:

1. Although most students use some of the tools on a regular basis (Facebook, MySpace, blogs...) it is more often in a "play" context than a "work context".
2. Several teachers told me that they simply do not have the time to cover online communications or online PR in their courses.
3. Others said they can not incorporate "social media" in their curriculum simply because it is not on the official program.
4. Several Professors told me that they have no experience with these new tools themselves, so how could they teach the topic ?
5. At some universities and PR schools, incorporating social media in the day to day teaching environment is an IT nightmare.

Now, this is not based on any scientific research, but it is the general feeling I have from talking to both students and teacher from European as well as American universities.

We would think that the "generation born on the web" would grasp the power of social media in the context of business communications much faster that most of us "traditional PROs" but this is simply not the case.

As long as social media like wikis and blogs are not used on a regular basis in the context of studying PR or business communications it will be impossible for us business communicators to hire new people with experience. It is not simply a matter of hiring a young PR graduate to "get the skills" needed...

Applying social media in the context of online business communications is different and both academics and the PR industry need to work together to ensure that we can hire the people we'll need in the future.

What do you think ? Let me know. Your input is more than welcome.

Conferences, Euroblog2008, IAOC, new media, public relations, recruitment, Training, eduction

Comments

[Goedele]

I graduated about 3 years ago at Erasmus Hogeschool Brussels, after which I started working in a PR agency. And indeed, there was no mention of social media at that time. For a paper, we had to find a new trend in communication and some other students and I all found interesting information on blogging. When I explained it to the teacher, it all seemed new to her. Then about a year ago, I went to the Euroblog conference and I bumped into that teacher. She explained they were trying to integrate social media into their courses, but that it was fairly new to them and that it was difficult, due to a lack of time.
So, they may be getting there, but I do think it will take a while.

And there is also a great difference between schools. I have met several persons who studied PR in Hasselt an there they do have a course focusing on the online possibilities and importance in PR. A good thing, because most of the students only study what they have to study and they won't necessarily go searching on the internet for new things.

But it is a shame that so many schools are behind. This generation of students is seen as the internet generation, but the knowledge of how so many internet tools can be used in PR is very limited.

A solution - I think - is to invite more people from the field to give presentations to students. This way students get a proper image of what really is happening in the PR business.

[dian]

Why not offering PR schools, universities a special programme for their graduates like a Master degree in social media/online communications? Of course WITH a little help from the governement?

[david brain]

thats a bit of a worry. Not just because the skills now are fundamental but because the fact they are not being taught implies that the whole change in the way in which people are relatig to brands and companies is also not being taught. Social media is the lead indicator of the new democratisation of our world; it's the principle outlet for personal self expression and living proof that the deference many organisations and governments relied on is dying. I really do hope that the people giving up years to study the business are not just being taught history.

[Boyd Neil]

Having observed the same thing among students and, even more signficant, current practitioners, I would suggest the problem is a disconnect -- or unwillingness to make a connection -- between social media and communication strategy. There is a deep seated belief among some that social networks are games and not important methods of information exchange and opinion and perception shaping.