1 CMNS 2180 -Read Think Engage Package Week 7-Public Relations and Social Media Disruption This week, we will apply many of the ideas we’ve been exploring about spreadability, personal engagement and social capital to the professional practices and goals of the Public Relations field. We’ll look at a couple of tools developed by leaders in this field to guide PR strategic planning and communication. Part A -PR and Social Media Disruption Read/Listen 1. Read the short article on The Egg. You can read around to get the full story online as well, if you haven’t heard it before 2. Read Lipschultz, Ch. 4 (Your textbook). 3. Finally, listen to my Podcast A -PR and Social Media Disruption. There are slides to follow if you like. Engage. For you, to help you learn. Not for submission. Spend some time searching out examples of Public Relations campaigns or communications on social media that you think are brilliant … or brilliant disasters. And reflect on why, given the ideas we are exploring in the class. Hopefully, you’ll have some time in class to share and compare these examples. Part B -Power and Change through Social Media Communication Read/Listen 1. Read Armano -The Five Content Archetypes (it’s short) 2. Read The Edelman CloverLeaf Forecast and the Detailed Slideshow on the same. 3. Listen to my Podcast B -Edelman’s Tools for managing social media disruption. There are slides to follow along. Engage. For you, to help you learn. Not for submission. Spend some time looking for examples online of each of the 5 kinds of Content Archetypes Armano identifies. Perhaps you can even find all five associated with the same brand? Journal -Submit. This week, I want you to reflect on how operating within the new media ecology, with a shift from valuing content to valuing influence (ability to build social capital) presents both opportunities and risks, from a Public Relations point of view, for Brands. Pick one or two of the transformations in the media ecology for PR listed here, and reflect on the opportunities and risks they present. You can bring in an example or two from your thinking in the Engage boxes to help. You can also bring in further material from the course to help explain. 2 Transformations: ? Emphasis on ‘Direct engagement’ -but through the mediation of sharing economy -the value judgements that assign capital for sharing specific content. ? Communication must happen in and through audiences, not to them. ? Content is ‘flat’ – it blurs interpretive boundaries between news, promotion, entertainment -these are less salient than ‘sharable’ ? Importance of ‘owned to earned’ pathway ? Rationale for publication grounded in ability to ‘drive sharing’ Write about 200-250 words. Congratulations! You’ve finished this week. Example of an industry response to changing nature of PR work: 5 Archetypes of Content Cloverleaf MOBILE SOCIAL SEARCH https://darmano.typepad.com/logic_emotion/2013/10/ content.html PR Goal: Develop ‘Strategies that extend the lifecycle of a Narrative’ ‘Ecosystem Disruptions’ that make storytelling different and challenging: ‘Social personalization -often mobile, content flowing through lens of friends ‘Media proliferation/fragmentation -infinite content, finite attention ‘Advertising Frustration -ad blocking, bots, changes to monitization Influence in Media Ecosystem: •Platforms are technology hubs where most content discovery now starts. These dominate the digital day and include social networks / messaging services, search engines and personalized news curators •Publishers are groups of content creators. These include traditional and digital-native news organizations, platformsavvy influencers plus content and digital experiences built by brands https://www.edelman.com/post/edelman-cloverleafforecast 1 Develop social storylines. 2 Embrace distributioncentric thinking. 3 4 Drive to earned media. Create a single narrative. 5 Focus on creating canonical content. Uploaded Jan 9, 2019. 52M likes in 9 days To surpass Kylie Jenner ‘The pressure of social media is getting to me,’ the egg discloses in the commercial, after introducing itself. ‘If you’re struggling, too, talk to someone.’ ? Industry must understand new media ecology frameworks and redefine its practice ? Relationships within production, distribution and circulation of meaning must be rethought around ideas of influence, storytelling and sharing. ? Traditional Categories of paid, earned, shared and owned media are blurred ? Ecology that privileges sharing/influence over content (social capital in sharing, not the content) ? PR is less about content than about ‘compelling advocacy’ Press Releases and Media Relations Process: 1. Step One: Defining Public Relations Problems; Media Storytelling through shareable online content Less Process more Engagement: 1. Convergence of Journalism, PR, Marketing, Advertising skills and practices 2. Interactive vs. control relationship to content/communication 3. Work with and through participatory content creation, interpretation, remixing and sharing 4. More direct audience wrangling vs. Media Relations and traditional gatekeeper persuasion 2. Step 2: Planning and Programming; 3. Step 3: Taking Action and Communicating; and 4. Step 4: Evaluating the Program (Broom & Sha, 2013, pp. 261–359). ? Emphasis on ‘Direct engagement’ -but through the mediation of sharing economy -the value judgements that assign capital for sharing specific content. ? Communication must happen in and through audiences, not to them. ? Content is ‘flat’ – it blurs interpretive boundaries between news, promotion, entertainment -these are less salient than ‘sharable’ ? Importance of ‘owned to earned’ pathway ? Rationale for publication grounded in ability to ‘drive sharing’ ? ‘Gaining social capital really means becoming a strong, consistent member of the online community’ (Solomon, 2013, p. 35). Benefits of Securing Social Capital: ‘Trust ‘Shared norms and values ‘Shared resources and knowledge ‘Reciprocity ‘Resilience within relationships ‘Coordination and cooperation ? Role of employees as brand ambassadors. Enhances community participation and network access but risks of message dilution and drag ? Social Media storytelling skews to the emotive, relies on creating a sense of personal connection which can cross lines ? Challenge to ensure PR does not, as it is driven by sharing, disconnect completely from the overall strategic planning goals for the organization/brand

Mastering the Art of Online Learning: Your Guide to Acing Online Courses

Introduction

In recent years, the popularity of online courses has skyrocketed, offering learners the flexibility to acquire new skills and knowledge from the comfort of their homes. However, succeeding in online courses requires a different approach compared to traditional classroom settings. To help you make the most of your online learning experience, this article presents essential strategies and tips to ace your online courses.

1. Set Clear Goals and Plan Ahead

Before embarking on an online course, establish clear goals and objectives. Determine what you hope to achieve by the end of the course and break down your goals into manageable milestones. Create a study schedule that aligns with your other commitments, ensuring you allocate dedicated time for coursework, assignments, and revision.

2. Create a Productive Study Environment

Establishing a conducive study environment is crucial for online learning success. Find a quiet, well-lit space where you can concentrate without distractions. Remove any potential interruptions, such as notifications from social media or email. Organize your study materials and have a reliable internet connection to ensure seamless access to course materials.

3. Actively Engage in the Course

Active participation is key to mastering online courses. Engage with course materials, including videos, readings, and interactive components. Take comprehensive notes, highlighting key concepts and ideas. Participate in discussion boards, forums, and virtual meetings to interact with instructors and peers, fostering a sense of community and enhancing your understanding of the subject matter.

4. Manage Your Time Effectively

Online courses offer flexibility, but it’s essential to manage your time wisely to avoid falling behind. Create a detailed schedule, allocating specific time slots for coursework, assignments, and studying. Break down larger tasks into smaller, manageable segments to prevent procrastination. Prioritize tasks based on deadlines and dedicate focused time to each one, ensuring consistent progress throughout the course.

5. Develop Effective Communication Skills

Online courses often rely on written communication, making it crucial to hone your skills in this area. Be concise and clear in your written responses, paying attention to grammar and spelling. Actively participate in discussions, asking thoughtful questions and providing constructive feedback to your peers. Regularly check your course emails and notifications, ensuring you stay updated with any important announcements or changes.

6. Utilize Available Resources

Take full advantage of the resources provided by your online course platform and instructors. Familiarize yourself with the learning management system (LMS) and explore its features. Access supplementary materials, such as textbooks, lecture slides, and external resources recommended by instructors. Utilize online libraries, research databases, and tutorial services to deepen your understanding of the subject matter.

7. Stay Motivated and Engaged

Maintaining motivation throughout an online course can be challenging, particularly when faced with competing priorities or a lack of face-to-face interaction. Set short-term goals and reward yourself upon their completion. Connect with fellow learners through virtual study groups or online forums to foster a sense of camaraderie. Regularly remind yourself of the benefits and personal growth associated with completing the course successfully.

8. Seek Support and Clarification

Don’t hesitate to seek support or clarification when needed. Reach out to your instructors for guidance or clarification on course material. Utilize online discussion forums to ask questions or engage in collaborative problem-solving. Leverage the support services provided by your course platform or institution, such as technical support or academic advising.

Conclusion

Online courses present unique opportunities for self-paced learning and personal growth. By setting clear goals, creating a productive study environment, actively engaging with course materials, and managing your time effectively, you can maximize your chances of acing online courses. Remember to stay motivated, seek support when needed, and make the most of the available resources. Embrace the flexibility and adaptability of online learning to achieve your educational goals.