9 New Media/PR Lessons from the Experts at Boston University

I recently had the pleasure of sitting in on a Boston University College of Communication course titled, “New Media and Public Relations.”

Taught by the PR veteran/thought leader/dragon slayer, Todd Van Hoosear, the 300-level course aims to explore the effects of new media on the fundamental theories, models and practices of public relations. It also covers and uses the interactive tools that are currently redefining the practice of public relations.

Below, I’ve shared nine key take-aways from my audit of the course. These — along with several others — were shared during my live-Tweeting of the lecture. I think even the most seasoned professional can pick up something new, here:

  1. Filter bubbles = dangerous. Our info is being filtered by our friends as well as Google and FB. | #BUNewMedia
  2. Key elements of a successful viral video: brevity, humor and appealing subject matter. | #BUNewMedia
  3. You can’t guarantee a viral video. But, you can maximize its likelihood. | #BUNewMedia
  4. Videos are filmed with 1st, 2nd and 3rd screens in mind — TV, computer and mobile screen. | #BUNewMedia
  5. Pinterest and copyrighting – major concerns emerging as businesses incorporate service into marketing strategy. | #BUNewMedia
  6. Blog comment activity has plummeted in last two years. Convo has moved to social media platforms — where it’s owned by FB, etc. #BUNewMedia
  7. Blogs — really referred to as websites and news sites these days. “Blog” now really refers to content management systems. | #BUNewMedia
  8. Facebook “Like-gating” proven to be a negative engagement tactic. | #BUNewMedia
  9. PR is about telling stories. New official definition [from PRSA] does not get an A+. | #BUNewMedia

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Note: Some Tweets listed above were slightly altered from their original form for the purpose of this blog post.

ATTN Gen-Y: This is NOT How You Get a Job (But Here is How You Do)

I recently agreed to sit down for a professional discussion with the daughter of an acquaintance. A recent graduate seeking a job in professional communications, like many these days, she was having a hard time in a difficult job market. I was more than happy to help. I took a look at my calendar for the next few weeks and passed along my email address explaining I’d be happy to answer any questions she might have. The next day, I received the following email:

“Hello Nicholas,

NAME WITHHELD informed me I should contact you if I had any questions, in which I do. Just one major important one, are you able to find me a job? Haha.”

Take note, Gen-Y. This is not how you network.

I walked off my Alma mater’s commencement stage during the peak of The Great Recession – so, I know a thing or two about patience and determination as it relates to the job hunt.  It took me years to build my network, but it eventually paid off. Finding your dream position – or even a position at all – requires hard work, hours of research, and most important, respect.

The exchange  described above brought back a flood of memories revolving around the dozens of informational interviews I went on during my job-hunting days.

What’s an informational interview you ask?

An informational interview is a meeting between a job-seeker and a professional employed in your field of interest. The normal rules of a job interview apply – etiquette, proper dress and preparation are absolutely required. However, the purpose of the meeting is not to request employment, but to gather critical information that will help you better market yourself. Consider the meeting a fact-finding mission.

At a certain point, I narrowed down the questions that were most important to ask and provided the most perspective. I’ve included them below:

  • What kind of education, skills and background are necessary for a career in this field?
  • How did you start in the industry? What advice would you offer someone who is seeking employment in today’s market?
  • How do you suggest I build upon my existing resume? What entry-level jobs should I be seeking?
  • What are the biggest challenges facing the industry today?
  • Are there any professional associations you recommend I join?
  • Would you be so kind as to recommend someone else who will sit down and answer some similar questions? If so, can I use your name when contacting them?

Along with a little professional courtesy (thank-you notes, etc.) the informational interview can help open doors you never knew existed.  Learn to master them and not only will your employment prospects improve, you can avoid embarrassing faux pas like the one described above.

Social Media and Pizza: A Case Study

I live and work in downtown Boston, MA. When it’s time for lunch, I have many options. Today, I wanted to try a new place. I wandered down Newbury Street and decided to check out Bostone Pizza.

Bostone Pizza claims that they are Boston’s “only authentic NY pizzeria, featuring thin crust Neapolitan and deep dish Sicilian pizza.”

I tend to like my pizza covered with the most outrageous toppings you can think of.  I also love it prepared in a variety of ways. For this reason, Bostone caught my attention. But when it’s my first time in a joint? I opt for a straight slice of cheese. That’s just how I roll.

Well, the slice did not disappoint. But you must remember that there are tons of lunchtime options around here. Newbury Street alone offers everything from Indian/Chinese fusion to Spanish tapas. How can a pizza parlor compete?

I think Bostone is going to be just fine.

While dining, I checked in on Foursquare. I also chose to share my location on Twitter. Within an hour, Bostone sought me out and recognized my patronage. Trust me; this sort of thing makes a difference. I think that many of Boston’s plugged-in professionals and undergraduates would agree.  

The next time I’m looking for lunch in downtown, I think I’ll try Bostone’s Mediterranean with extra feta.