How I see it, as I see it.

Spokesperson training has existed as long as PR itself. 

As William Wray Carney suggests in his media relations textbook “In the News,” one of the most basic principles is to “provide information form a credible source.”

Todd Defren, experienced PR blogger and father to the social media news release, would agree.  His most recent post describes a “social media engagement” between one of his clients and an industry blogger.  Long story short, he suggested one of his clients “get involved in the Comments section” of the blog. 

In his post, Defren explains that this approach defeated several unsuccessful attempts to get the blog’s author, Gina Trapani, to write about his client — NEAT Receipts.   

At first, my red flag went up.  With all sorts of online conversations attacking floggers and ethically questionable online activity, I was caught a bit off guard.  However, as I read on, I began to develop an understanding of what made this practice acceptable.  The key being spokesperson training and disclosing who that spokesperson is and what they represent. 

Defren and his team’s ability to identify this online conversation, and approach it correctly, led to a “big-time profile of a NEAT Receipts customer in the cover story of the March edition of Fortune Small Business.”

This success story demonstrates the potential that lies within social media.  The modern blog, a mere six years old according to wikipedia, is hardly new media anymore.  However, the adoption of social media tools within PR strategies are continuously redefining the medium and its abilities. 

As PR professionals continue to get a handle on the new bells and whistles afforded by social media, success stories like Defren’s become valuable resources. In effect, redefining the tool as a resource within itself.

As PR bloggers are being looked to as the experts, and their blogs as classrooms — how do you feel this will help or hinder the public relations profession?

Today was an exciting day for Centennial College’s public relations students as they joined dynamic podcasting duo Terry Fallis and David Jones for the taping of Inside PR’s 100^th show. 

At the front end, students were encouraged to contribute with comments and opinions about big picture issues in public relations.  Compelling student comments and insightful answers by Mr. Jones and Mr. Fallis offered great insight into ethics, ideals, and future trends in social media and public relations in general.

Needless to say, 50 minutes of taped discussion passed quickly. 

Reflecting on the experience, my classmate, Tara Young, and I agreed there was common sentiment among the 40-member student body that made up the majority of the podcast’s audience. 

1. It’s difficult to muster up the courage to get up and speak into a mic.
2. It’s difficult to formulate a value-added question or comment. 

Tara and I concluded that these obstacles are largely interrelated.  Once the light bulb goes off, and you figure out something great to add to the conversation, it’s much easier to get up in front of any audience. 

I eventually mustered up the courage to ask Mr. Jones and Mr. Fallis a question related to ethics and social media.  Before asking the question, I had an idea of the direction the discussion would take.  This was the main reason for my hesitation.    

As we have recently learned during in-class interviewing modules, it’s common practice for interviewers to ask questions to which they already know the answers.  Their intent being to get their source to tell the story. 

But, do the same rules apply in the realm of social-media?  Is it common ground to raise issues to stir up conversation? Or, should questions always be extended out of genuine need for an answer?

Shoveling snow can slim your arms, tighten your abs and improve your cardiovascular strength.    While potentially dangerous for the elderly or ill, young urbanites yield great results by approaching snow removal as they do a session at the gym. 

Snow is heavy — and its removal inevitable.  The trick is not to approach snow removal with frustration, instead, work it into your schedule — your workout schedule, that is. 

While shoveling, concentrate on your form and breathing, stay hydrated and stop when needed.

At the end, you’ll walk away feeling a great sense of accomplishment.  You may end up doing your neighbor’s walkway too! 

Once you start, it’s easy and fun to keep going.   So, bundle up, grab your shovel and hit the pavement — literally.

*As I shoveled my walkway for the third time tonight, I realized how the past eight months of PR training have affected the way my brain functions. You have just read my PR pitch for the benefits of shoveling your driveway.