2012 aejmc presentation (freberg)

Social and relationship curator of technology &

knowledge: Role of the emerging scholar as a source of information & creator of networking

opportunities with social media

Karen Freberg, Ph.D.

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INTRODUCTION

• Public relations continues to be an essential and changing profession and discipline in society.

• While the profession also is evolving, the role of the public relations scholar is as well.

• Researcher, teacher, and mentor are considered to be the traditional duties to be expected

• However, the increase of digital and online interactions both in research and in the classroom have transformed the PR scholar into the social connector, curator, and innovator in public relations.

@KFREBERG, PR DIVISION, AEJMC 2012

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A CALL TO ACTION FOR PR

A growing need to • Bridging the networks of relationships to share knowledge while

also being cutting edge in understanding the connections between theory and application is expected for emerging scholars.

• Increased expectations for young professionals to know latest technologies as well as how to apply them strategically for public relations research and practice.

“We’re living at a time when attention is the new currency. Those who insert themselves into as many channels as possible look set to capture the most value.”

Pete Cashmore, Founder of Mashable

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Change is inevitable.

Change is essential to evolve and survive in

society.

Change is challenging at first, but beneficial

for the long term.

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• Students are looking for professors with

expectations of innovative & relevant

strategies and tools for emerging media

they can apply and use strategically in their

internships / first jobs.

• With the growing expectations from the

workplace, PR students seem to channel

the food critic Anton Ego from “Ratatouille”:

What does the chef [professor]

have that is new?

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PURPOSE OF PRESENTATION

• This presentation will highlight these emerging themes from the perspective of public relations and strategic communication.

• Primary focus will be given on best practices to include using this technology within the classroom as well as branching out to reach out to the PR community to form new networking connections and establishing personal reputation in the field.

@KFREBERG, PR DIVISION, AEJMC 2012

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PR PROFESSORS OF THE 21ST CENTURY

HYBRID OF RESEARCH &

PRACTITIONER

CREATOR CURATOR CONNECTOR

@KFREBERG, PR DIVISION, AEJMC 2012

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• “By creating compelling content, you can become a celebrity” - Paul Gillin• Talk the talk, walk the walk –

applies to professors more than ever• Establishing own platform and hub of

information and reputation management• Forums, blogs and social networking

websites are hubs for information for students to enhance their knowledge and skills in public relations

CREATOR

@KFREBERG, PR DIVISION, AEJMC 2012

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• Content curators – “people who make a practice of

finding content relevant to their friends and followers,

and then sharing links to that content” (Neicole

Crepeau)

• Collaborate with students – they bring in fresh

ideas and perceptions of material presented online and

with social media;

• Share insights with other faculty in other disciplines

Social media is a virtual & evolving hub of

information that allows individuals to engage in

global dialogue and strategic collaboration to

maintain relationships.

CURATOR

@KFREBERG, PR DIVISION, AEJMC 2012

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• “Focus on how to be social, not on how to do

social.” - Jay Baer, Convince & Convert

• Mobile apps, technologies, and social media

platforms facilitate more of a people

convergence phenomenon• Human connections shared and created through digital

platforms• Networking opportunities through guest speakers

(physical presence or digital), blogs, research opportunities;

• Attending practitioner and researcher events – in PR and other fields

CONNECTOR

@KFREBERG, PR DIVISION, AEJMC 2012

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• “Being student of the event” - Become ONE with technology – place it

into professional lives.

• Train yourself to find, search, select, and evaluate information to share

with students in the classroom through:• Twitter• Pinterest• Mobile (Zite, Flipboard, etc)• Infographics• Paper.li• Storify• Instagram

HOW TO INTEGRATE TECHNOLOGY

@KFREBERG, PR DIVISION, AEJMC 2012

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Educators are already curators of knowledge, skills, and best practices in the classroom

• Balancing both practice and research perspectives;

• Share information in class and outside of class through social media platforms;

• Be the “host” of the engaging learning environment;

• Evaluate the links, comments, documents, and graphics that received the most feedback from students

• Be a participant in the conversation

2012 & BEYOND FOR PROFESSORS

@KFREBERG, PR DIVISION, AEJMC 2012

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DON’T BE AFRAID TO….

@KFREBERG, PR DIVISION, AEJMC 2012

FAIL“I have not failed. I’ve just found 10,000

ways that won’t work.” – Thomas Edison

CHANGE THE LANDSCAPE “Be the change you want to see in the

world.” – Ghandi

SHOW YOUR SOCIAL MEDIA PERSONA “Today you are you, that is truer than true.

There is no one alive who is younger than you.” – Dr. Seuss

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“Whether you think you can or you think you can’t, you’re right.” – Henry Ford

SUMMARY

• In order to become a social connector, you have to be one with the technology

• Evolution of social media and mobile technologies continue to advance

• We have to be the leaders in making sure we• Connect with our students through technologies.• Curate important information and trends effectively in class

and online while focusing on the strategic integration of multiple technologies.

• Create our own content and presence online – lead by example.

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RESOURCES FOR PROFESSORS

In order to be a social connector as a scholar,

you have to live it and become social.

BECOMING SOCIAL (MY RESOURCES):

http://www.karenfreberg.com/

becomingsocial.htm

QUESTIONS OR COMMENTS?THANK YOU VERY MUCH.

Email: karen.freberg@louisville.eduBlog: www.karenfreberg.com/blog