PR, advertising pay heed to 'proper channels'Keeping up with the ever-changing media landscape is a tough task for any school of journalism and mass communication. Whether it's Twitter, Facebook or MySpace, Kent JMC advertising and public relations faculty are keeping tabs on the latest media changes and delivery systems. PR professor, Bill Sledzik, says Kent State is ahead of the curve.
Relations Online Tactics teach students how to use different online social media outlets. Sledzik says the course changes every semester in order to keep up with the latest in Internet delivery. The course requires students to have a blog and helps students develop their critical thinking skills. Is there something Sledzik thinks public relations students might get more exposure to? Perhaps video. "Public relations students should be taking video. Absolutely," said Sledzik. "We just haven't quite figured out yet where it fits into the curriculum right now." INCREASED IMPORTANCE OF VIDEO The increased use of video online from basic outlets such as youtube.com, to news sites, makes the understanding of video more important than ever, he said. "As a professional in public relations or advertising, you use the channel that your audience is using. You work for the channel," said Sledzik. Advertising Professor in Practice, Greg Thomas, says it's vital to stay in touch with what's new in media delivery. "I absolutely think that students need to learn about the delivery systems that are emerging," said Thomas. "They need to not only understand what's out there today, but they need to be constantly looking ahead to what's coming next." Thomas, who has worked in advertising for 25 years, knows what students need to be learning to succeed in the professional world. KSU ADVERTISING GRADS According to Thomas, Kent grads stand out among other new graduates because of their preparation. "There is a huge difference in Kent grads in the creative track than even a few years ago," says Thomas. "They are well prepared." Thomas is working on a new project with fellow faculty member Danielle Sarver Coombs to stay plugged into the professional community. They are contacting advertising firms on local, regional and national levels and asking for specific information about the profession and about Kent's program. Thomas says the survey will help faculty to keep the curriculum up to date. All the professors agree that the essential skill for students to have in public relations and advertising is good writing. Ewing says if a student can't write, she or he can't expect to land a job no matter how much they know about the Internet. "You can be the Twitter queen, but if you can't write you're not going to get in the door," declared Ewing.
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WATCH VIDEO: Professor in Practice, Greg Thomas, says the old career models may no longer hold true. You probably will not work for one employer for decades. |
Other parts of the story
Technology, economy drive JMC changes
News students need to report across platforms
PR, advertising students need more online skills
Media production students learn about Web
JMC curriculum is changing, sometimes slowly