This post is going to be a more personal one as I want to describe the exciting lecture I had yesterday in my uni. The course leader of my MSc Public Relations at the University of South Wales, Dr Michael Parsons, organized a lecture with a guest speaker via Skype, all the way from Lousville, Kentucky, USA – Dr Karen Freberg (''a social media enthusiast''). The lecture Dr Freberg held was on social media in Public Relations, a very useful and ongoing topic in the world of communications.
Dr Karen Freberg is currently, amongst other occupations, an Associate Professor of Strategic Communication at the University of Lousville (https://bit.ly/2SPaClE). She gave us an insight into several important segments of social media platforms and advice on how to use them. As social web changing every day, it is crucial to stay up-to-date with current trends and techniques in order to maximize the outreach and other set goals.
The presentation started with placing social media in a context of today's need for information – constant interaction, relationship, networking and dialogue within online platforms are the features that represent the essence of social media. Also, the bare concept implies that they are constantly evolving and moving, giving the PR professionals various challenges to overcome, but also opportunities to utilize.
In order to stay on tracks, it is important to engage in conversations and online communities creating interactive, smooth flow of communication. However, using social media strategically, in a way of showing the audience professionalism, but also a more personal approach and sharing can establish a more intimate relationship with them, making them feel as a part of community coming back for more good experiences.
Furthermore, Dr Freberg mentioned one of the strongest platforms or tools currently used on social media – video. She believes that through storytelling and narrative in a form of a video clip or a podcast can vastly contribute to gaining more honest followers thus increasing the general outreach to the public.
On the other hand, PR is not just about managing brands and doing communications for a client, but also about personal branding itself. In order to distinguish yourself from others, you have to show your work in a new and creative way through content creation. It is important to consistently keep up with the latest trends in PR and the world of communication as that is a good base for building a brand for yourself.
Lastly, Dr Freberg mentioned that it is important for future PR professionals to keep researching, exploring and discovering the fun world of communications and not see it as just a job.
Dr Freberg's books:
Portfolio Building Activities in Social Media & Social Media for Strategic Communication https://bit.ly/2OTOhVW
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