A Public Relations Rant...

Social media... social media... social media...

It's everywhere.

By now, everyone should be aware of what it is. It is everywhere we look. Facebook, Twitter, Flickr, Blogspot and Myspace are just a few examples of this new social explosion.

I have discussed social media in a previous post and the new effect it has on our society today. For PR, it could make or break you. Before you are even aware of a situation, people are blogging, facebooking and tweeting about you or your company.

Two students in my Public Relations class have recently just be involved in a social media explosion. As a joke, fellow classmates whom we'll call Sonny and Cher, posted on Facebook that they were in a relationship.

Within two hours of the posting, the relationship status post was removed and the couple 'broke up' but that did not put an end to all the attention. Congratulatory phone calls by Sonny's mother were flooding his cell phone as tons of people began commenting on the post and writing on each others walls. Even now, about one week after the 'break-up', questions are still arising by peers about what really happened, whether the two are 'still together' and why they 'broke up'.

It just goes to show that you should watch what you are posting online because you can never really be sure what kind of fire it will start or who will see it.

As for Sonny and Cher, they are making out as best they can. Dealing with this PR crisis on a daily basis. Coming to class for the two is like walking into a daily press conference.

Social media. Its everywhere. Its everyone.

Someone once told me "develop your writing skills. It is the most important skill to have in communications and public relations." It is because of this advice that I am constantly trying to become a better writer and improve in every aspect of my writing. I owe it all to Michael Jacoby.

I met Michael Jacoby when I was in the ninth grade. It was 'bring your kid to work day' and he was a coworker of my mothers at MPAC (Municipal Property Assessment Corporation). At the time, the only career I had in mind was becoming a firefighter but when Michael was done giving an inspiring speech to a large group of 'minor niners', that had all changed. So when Kerry, my PR teacher at Loyalist College asked us to interview a PR professional, I knew just who I wanted to contact.

Below is the interview I conducted with Michael Jacoby through email. He was kind enough to share a moment of his time with me as well as great words of advice. Enjoy.

1) What is your specific job title?
Director of Communications

2) What is your education background?
I have Bachelor of Arts Degree from York University and a Certificate in Public Relations from Ryerson.

3) What inspired you to get involved in public relations or communications?

I took a few social science and communications courses in university. These courses taught me about media and communications I also enjoyed writing, which is an essential skill for public relations and communications.

4) Are you involved in any professional associations? If so, which ones and how do you benefit from this?

I am a member of the International Association of Business Communicators (IABC). This is the largest association of communications professionals in the world. I benefit from attending IABC conferences as they give me an opportunity to learn about what others in my profession are doing to be successful. Most recently, I was given an Award of Merit from the IABC for MPAC's marketing and communications. It was a great honor for my team and MPAC.

5) How has this field evolved or changed since you began your career?
There have been many changes, but I would have to say that new technologies, particularly new media, have changed the field of communications.

6) Do you believe these changes to have a positive effect on the industry and how did you adjust? I definitely believe the changes have been really positive for the communications industry. It has given communicators many new channels to reach key audiences. Through the Internet, for example, our communications can be multi-dimensional and interactive. This is much different that having an ad in a newspaper. The Internet, if it is done correctly, can capture and hold the attention of your audience more than conventional advertising.

At MPAC, we have embraced online technology and it really has improved our communications with our customers, the property taxpayers of Ontario.

7) What has been your biggest success in this industry?
I would have to say the recent IABC award, but I have been a part of many successful campaigns in my 20 year career.

8) If you could change one thing about this industry, what would it be and why?
Tough question, but I would have to say the industry needs to keep pace with the latest technologies, particularly social media such as Facebook and Twitter. These have become powerful communications tools.

9) If you could give public relations students one piece of advice what would it be?
Develop your writing skills. It is the most important skill to have in communications and public relations. Also, learn how to use design programs such as photoshop, indesign and Quark Express. If you are just starting out in the profession, try to get into a PR consulting firm. You may not get paid much at the beginning, but the experience will more than pay off down the road.

10) What is the best part of your job?

I enjoy writing and strategy development. It's also fun to see when an idea you have actually comes to life.

11) What is your least favourite part of your job?
Really long meetings.

Coffee and cookies for a good cause

Each year Loyalist College, a team of staff and students come together to develop a fundraising campaign for the United Way. This year, I am part of the team.

We came together and decided upon a goal of &12,000. In order to raise this amount of money, we planned on holding a number of different events on campus. Staff and faculty of the college can donate in a few different ways and students can participate in a variety of events.

One event, I have blogged about previously, Casino Loyale, was very successful and helped us out greatly on the campaign. Other than this, students as well as staff can participate in a book sale, the police run, and other exciting events.

On Friday November 6, we held a coffee and cookie sale on campus. We didn't set a specific goal because it was such a small event but I did set a personal goal of raising at least $200. We had several volunteers come out for the morning to help us sell. They were all fellow classmates from the Public Relations Program. It was great to have the help and support.

There were 3 tables set up within the college. One on the third floor, one in the cafeteria and one in front of the Shark Tank Pub. People were able to purchase a coffee and three cookies for just $2.00. The coffee was donated by Chartwells and the cookies from Club 213. Most of our customers were staff who were more than happy to show their support and students loved the delicious cookies.

At the end of the day we had raised $208.75 making the event a successful one. We will be holding the same event a few more times throughout the year. Thanks to everyone who came out to help or show their support!

A trip to remember...

On October 22, my class made the journey to Toronto and back. The purpose of this trip was to learn about PR in the workforce, build great relationships with fellow classmates and create lasting memories.

The morning started bright and early. We all met on the bus at 6:30 A.M. with blankets, pillows and most of us still in our P.J.'s. We watched movies, played games and chit-chatted all the way to Toronto. By the time we finally arrived, I felt like I had learned more about the people I see everyday in class in just 2 hours or so than I had in 2 months.

The first stop was the Steam Whistle Brewery. Here, we were taken on a great tour and we learned about how the beer was actually made. We saw everything from how they fill kegs to where the paper work took place. It was a great office to see as there was no ego to be found. Everyone, no matter what their job title or how long they had been there, sat together in one office and worked as a team.

We also got to see a great presentation on Steam Whistle's history and campaigns which was followed by a delicious 9 A.M. tasting of the beer itself.

As soon as we were done at the brewery, we hoped on the bus and headed straight for CBC. We grabbed a quick lunch in the food court and headed to our next presentation.

We learned about CBC's history, partnerships and public relations past. In this presentation we got to see what worked for CBC and what wasn't necessarily the best idea for them at the time.

After that quick presentation, we toured the studios for a while. We got to see where CBC sports and other shows were filmed. It was really interesting to see what the sets actually looked like but we couldn't wait for the next part of our day, a live taping of The Hour with George Stroumboulopoulos.

We lined up as a class and waited as the taping was running late. By this time, we had loaded up on caffeine and couldn't wait to get inside. Finally, we got in. After a long wait, the taping had finally started. First up was Metric, a Canadian rock band who was preforming with a great childrens choir.

Finally, George got to work and we watched as he so effortlessly remembered every line and every cue. He really took control over the set and it seemed so natural. You can tell he was made for this.

George knew that we were coming all the way from Loyalist College and he spared no time showing his appreciation. He would chat with us often as we waited and waited for the taping. He even stayed for quite a while after the shooting was completed to answer any questions we had and of course, pose for picture after picture. He had such a great energy and I learned quite a bit from him.

All and all the trip proved to be a success and it is definitely an experience I am quite happy I had the opportunity to participate in. I would do it all again if I could.