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Social Media in PR Education
                    - Euroblog 2008 -




Prof. Dr. Thomas Pleil
Hochschule Darmstadt
March 13, 2008
Academic PR Education


The claim
     Bridge science and profession
     Integrate results of research in education




                                                  Thomas Pleil
Academic PR Education


The claim
      Bridge science and profession
      Integrate results of research in education

Some learning targets for PR students
      Expert knowledge
            Theoretical knowledge
            PR tool box etc.
      Knowledge on the occupational area
            PR, media, publics
      Relationship Management, e.g.
            Identify relevant conversations
            Join these conversations
            Moderate discussions




                                                              Thomas Pleil
            Turn conversations into relationships
            See connections between concepts, ideas, actors
Trends in Public Relations


1. Explosion of information and knowledge
2. Collective intelligence
3. New virtual publics
4. Media Relations: Loss of importance
5. Communcation experts as relationship managers and
   networkers
6. Communication department as enabler of
   communications
7. Interplay between communications, innovation &
   knowledge management




                                                       Thomas Pleil
Trends in Public Relations


1. Explosion of information and knowledge
2. Collective intelligence
3.
4.
5.
            Social
   New virtual publics
   Media Relations: Loss of importance
   Communcation experts as relationship managers and
   networkers

            Media
6. Communication department as enabler of
   communications
7. Interplay between communications, innovation &
   knowledge management




                                                       Thomas Pleil
Social Media in PR Education


Understanding Social Media as
  Means of didactics
  Instruments for communication management
  Tools for
     Project Management
     Knowledge Management
     Open Innovation




                                             Thomas Pleil
PR education in Darmstadt


Programme of studies: online journalism (still: Diploma)
  4 terms: Basics in online journalism
  1 term: Internship
  2 terms: Public Relations
  1 term: Thesis




                                                           Thomas Pleil
PR education in Darmstadt


Courses (choice)
  PR Basics
      Theory of communications management
      PR tool box: conception, media relations, internal comms., evaluation etc.
      Fields of PR: Corporate Communications, Nonprofit-PR, CSR etc.
  Online communications
      Theory (e.g. social networks, relationship management)
      Instruments
      New developments: Socialweb
  PR Agency (Practical Projects), e.g.
      PR Conceptions
      Evaluation/Coaching
      Case Study Research
  Copywriting in PR

  No course dedicated to Social Media




                                                                                   Thomas Pleil
  Integrate of Social Media in existing courses
The ambition


Our PR courses are supposed to
  enclose the PR Body of Knowledge
  give an overview on actual debates in PR
  build up practical PR exercise
  establish experience with Social Media (in PR)




                                                   Thomas Pleil
Didactical considerations




                            Thomas Pleil
Learning 1.0




               Thomas Pleil
Outside the classroom




                        Thomas Pleil
„Education is Community.“

       Marc Prensky 2007
 (Designer of Educational Games)




                                   Thomas Pleil
Learning Theories


  Behaviorism
     Knowledge gained through experience
  Cognitivism
     Knowledge gained through experience & thinking
  Constructivism
     Knowledge is constructed

  Connectivism
     Knowledge is composed of connections and networked entities
     Learning as a process of connecting specialized nodes or
     information sources.
     Learning happens in many different ways: courses, conversations,
     communities, reading textbooks, blogs, writing wiki articles…




                                                                         Thomas Pleil
                                                          Siemens 2008
Comprise reality into education




                                  Thomas Pleil
The goal




            „Prepare students to participate in
               networks where knowledge is
           collectively constructed and shared.“
                                  Mejias, Ulisis 2006




                                                        Thomas Pleil
Comprise whole reality




                         Thomas Pleil
Our Social Media Scenery
                                                       PR-Blog
    PR-Blog                        PR-Blog
                                                                       PR-Blog
                      Educators‘                                         (other
                       Twitter                                         students)
                                          Educators‘                                       PR-Blog
                                           Weblog
                                          Textdepot



               Public Wiki
                PR-Wiki                                          Social Bookmarks
                                                                  (Group Archive)
                                 IM

                                                  Private Wikis
                                                                                     Others‘
     PR-Blog                                                                        Bookmarks


                              Course Blog
                             PR-Fundsachen




                                                                                                     Thomas Pleil
                              PR-Blog
                                (other
                              students)
Roles for Educators (Siemens 2007)


  Educator as network administrator
     Helping students to construct networks
  Educator as master artist
     Enculturation into a practice
  Very open spacy

  Educator as curator
     Expert with advanced knowledge
     Creating learning resources
  Great in an ideal world. Problems: Motivation, proactivity

  Educator as concierge
     Directing learners to ressources
     Incorporating traditional lectures




                                                               Thomas Pleil
     Permitting learners to explore on their own
  Striking the balance
Lessons (Example)
------------ 1,5 to 3 hours -----------




                                                    Discussion:
                                          Hot topics within the Social Web



                                          Educator Generated Content:
                                          Body of Knowledge: Lectures,
                                                   Excercises


                                           Learner Generated Content:




                                                                             Thomas Pleil
                                             Short presentations (topic
                                          chosen by students), discussion
                                                  Articles in a Wiki
Lessons (Example)
   Continuing
Learning outside
 the classroom                                                                 Bringing the
                                                                             Social Web into
                                                                              the classroom
------------ 1,5 to 3 hours -----------




                                                    Discussion:
                                          Hot topics within the Social Web



                                          Educator Generated Content:
                                          Body of Knowledge: Lectures,
                                                   Excercises
                                                                                    Opening
                                                                                classroom to the
                                           Learner Generated Content:              Social Web




                                                                                                   Thomas Pleil
                                             Short presentations (topic
                                          chosen by students), discussion
                                                  Articles in a Wiki
Our Social Media Formats




                           Thomas Pleil
Wikis




Since 2004/05: pr-wiki.de: a public Knowledge Base
     Wiki articles instead of Term papers
     Checklists




                                                     Thomas Pleil
     Linklists
     Purchase lists for the library
Wikis



Experiences (PR-Wiki)
     Nearly no interaction between students and with environment
     Wiki articles: Written in Word, pasted into the Wiki
     Students: Nearly no involvement
     Educator: Public Notebook

     A growing ressource on PR but no really living project




                                                                   Thomas Pleil
Wikis




2006: adding a private wiki
      Management of projects, e.g.:
          Milestones
          Minutes of group meetings, briefings
          Expert Lists
          Documentation
      Syllabus




                                                             Thomas Pleil
          About 60 % proposed by educator, 40% by students
          Texts
          Organizing dates and topics for presentations
Wikis


Experiences (private Wiki)
     Very high involvement in Project Management
     High involvement concerning courses


  Privacy as a key for success!




                                                   Thomas Pleil
Weblog




 Since 2005: PR-Fundsachen
 PR-Blog of all PR students




                              Thomas Pleil
Weblog


Experiences



         „How many posts do we have to write???“




                                                   Thomas Pleil
Weblog: Experiences


Some numbers
  3 classes with 44 blogging students
  3 of 47 students rejected to blog (2 did design stuff)
  During terms: about 3 posts/week
  During vacation: nearly no posts
  10 students with more than 10 posts in 2 terms
  8 students with more than 20 posts in 2 terms
  Most students post 6 – 8 times in 2 terms
  6 students tried to Podcast (Audio/Video)
  TA 55, 177 Feed subsribers




                                                           Thomas Pleil
   about 20 % become Bloggers
Weblog: Experiences


Problems:
  Finding topics
  Writing blog-like
  Managing comments
  Fear of mistakes

Payoffs
  Networking with PR practitioners, Alumni, other PR
  students
  Digital reputation/job relevance for some students

  Not a leading blog, but visibility and exchange with




                                                         Thomas Pleil
  environment
Weblog: The students


Online Survey 2007:
“Blogging is good exercise for career”




                                         Thomas Pleil
Social Bookmarks




  Group Archive for every class
  Reading Tipps




                                     Thomas Pleil
  Results of Research for Projects
Social Bookmarks


  Online Survey 2008:
  “The Social Bookmark-Archive was
  a good knowlegde base”




                                     Thomas Pleil
Social Media: Conclusions


  Problem 1: Motivation
    Information sharing and collaborating
    Extending classroom into every day life
  Problem 2: Force of habit
    Courses as lean back event
    Unususal roles for students and instructor
    More responsibilty for students
  Impact
    Strong benefits for 1 of 3 students
    Some benefits for half of the students
    Some are out of reach




                                                 Thomas Pleil
Social Media: Conclusions


  Benefits:
    More responsibilty for students
    Activating some of the silent students
    More current knowledge
    Improved skills
    PR for the university and for each student


     Better job opportunities




                                                 Thomas Pleil
The near Future


  Presence during terms: several Workshops instead of
  weekly seminars
  Between the Workshops: networked learning
  More Learner Generated Content, e.g.
     Skypecasts with Experts
  Better integration of Platforms
    Next Term: Google Apps
    In the Future: Social Community and mobile content?




                                                          Thomas Pleil
References


  Büffel, Steffen; Pleil, Thomas; Schmalz, Jan Sebastian (2007). Net-
  Wiki, PR-Wiki, Kowiki – Erfahrungen mit kollaborativer Wissens-
  produktion in Forschung und Lehre, kommunikation@gesellschaft,
  No. 8, http://2big.at/8ui
  Mejias, Ulises (2006): Teaching social software with social software.
  In: Innovate 2 (5), www.innovateonline.info/index.php?view=article&id=260
  Prensky, Marc (2007): To Engage, engage with, in: Educational
  Technology, Nov./Dec.: 64
  Siemens, George (2008): Learning and Knowing in Networks:
  Changing roles for Educators and Designers, Paper presented to
  ITFORUM, http://it.coe.uga.edu/itforum/Paper105/Siemens.pdf
  Walker, Jill (2005): Weblogs – Learning in Public, in: On the Horizon,
  Vol. 13, Issue 2, pages 112 – 118, http://jilltxt.net/txt/Weblogs-
  learninginpublic.pdf




                                                                              Thomas Pleil
Thank you!



Contact details

Prof. Dr. Thomas Pleil
Hochschule Darmstadt
Mail pleil@h-da.de
Blog: www.das-textdepot.de




                                            Thomas Pleil
Twitter: http://twitter.com/tp_da
Skype/AIM: thomaspleil
Tel.: +49(0)6071/82-9272

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Social Media in PR Education

  • 1. Social Media in PR Education - Euroblog 2008 - Prof. Dr. Thomas Pleil Hochschule Darmstadt March 13, 2008
  • 2. Academic PR Education The claim Bridge science and profession Integrate results of research in education Thomas Pleil
  • 3. Academic PR Education The claim Bridge science and profession Integrate results of research in education Some learning targets for PR students Expert knowledge Theoretical knowledge PR tool box etc. Knowledge on the occupational area PR, media, publics Relationship Management, e.g. Identify relevant conversations Join these conversations Moderate discussions Thomas Pleil Turn conversations into relationships See connections between concepts, ideas, actors
  • 4. Trends in Public Relations 1. Explosion of information and knowledge 2. Collective intelligence 3. New virtual publics 4. Media Relations: Loss of importance 5. Communcation experts as relationship managers and networkers 6. Communication department as enabler of communications 7. Interplay between communications, innovation & knowledge management Thomas Pleil
  • 5. Trends in Public Relations 1. Explosion of information and knowledge 2. Collective intelligence 3. 4. 5. Social New virtual publics Media Relations: Loss of importance Communcation experts as relationship managers and networkers Media 6. Communication department as enabler of communications 7. Interplay between communications, innovation & knowledge management Thomas Pleil
  • 6. Social Media in PR Education Understanding Social Media as Means of didactics Instruments for communication management Tools for Project Management Knowledge Management Open Innovation Thomas Pleil
  • 7. PR education in Darmstadt Programme of studies: online journalism (still: Diploma) 4 terms: Basics in online journalism 1 term: Internship 2 terms: Public Relations 1 term: Thesis Thomas Pleil
  • 8. PR education in Darmstadt Courses (choice) PR Basics Theory of communications management PR tool box: conception, media relations, internal comms., evaluation etc. Fields of PR: Corporate Communications, Nonprofit-PR, CSR etc. Online communications Theory (e.g. social networks, relationship management) Instruments New developments: Socialweb PR Agency (Practical Projects), e.g. PR Conceptions Evaluation/Coaching Case Study Research Copywriting in PR No course dedicated to Social Media Thomas Pleil Integrate of Social Media in existing courses
  • 9. The ambition Our PR courses are supposed to enclose the PR Body of Knowledge give an overview on actual debates in PR build up practical PR exercise establish experience with Social Media (in PR) Thomas Pleil
  • 11. Learning 1.0 Thomas Pleil
  • 12. Outside the classroom Thomas Pleil
  • 13. „Education is Community.“ Marc Prensky 2007 (Designer of Educational Games) Thomas Pleil
  • 14. Learning Theories Behaviorism Knowledge gained through experience Cognitivism Knowledge gained through experience & thinking Constructivism Knowledge is constructed Connectivism Knowledge is composed of connections and networked entities Learning as a process of connecting specialized nodes or information sources. Learning happens in many different ways: courses, conversations, communities, reading textbooks, blogs, writing wiki articles… Thomas Pleil Siemens 2008
  • 15. Comprise reality into education Thomas Pleil
  • 16. The goal „Prepare students to participate in networks where knowledge is collectively constructed and shared.“ Mejias, Ulisis 2006 Thomas Pleil
  • 17. Comprise whole reality Thomas Pleil
  • 18. Our Social Media Scenery PR-Blog PR-Blog PR-Blog PR-Blog Educators‘ (other Twitter students) Educators‘ PR-Blog Weblog Textdepot Public Wiki PR-Wiki Social Bookmarks (Group Archive) IM Private Wikis Others‘ PR-Blog Bookmarks Course Blog PR-Fundsachen Thomas Pleil PR-Blog (other students)
  • 19. Roles for Educators (Siemens 2007) Educator as network administrator Helping students to construct networks Educator as master artist Enculturation into a practice Very open spacy Educator as curator Expert with advanced knowledge Creating learning resources Great in an ideal world. Problems: Motivation, proactivity Educator as concierge Directing learners to ressources Incorporating traditional lectures Thomas Pleil Permitting learners to explore on their own Striking the balance
  • 20. Lessons (Example) ------------ 1,5 to 3 hours ----------- Discussion: Hot topics within the Social Web Educator Generated Content: Body of Knowledge: Lectures, Excercises Learner Generated Content: Thomas Pleil Short presentations (topic chosen by students), discussion Articles in a Wiki
  • 21. Lessons (Example) Continuing Learning outside the classroom Bringing the Social Web into the classroom ------------ 1,5 to 3 hours ----------- Discussion: Hot topics within the Social Web Educator Generated Content: Body of Knowledge: Lectures, Excercises Opening classroom to the Learner Generated Content: Social Web Thomas Pleil Short presentations (topic chosen by students), discussion Articles in a Wiki
  • 22. Our Social Media Formats Thomas Pleil
  • 23. Wikis Since 2004/05: pr-wiki.de: a public Knowledge Base Wiki articles instead of Term papers Checklists Thomas Pleil Linklists Purchase lists for the library
  • 24. Wikis Experiences (PR-Wiki) Nearly no interaction between students and with environment Wiki articles: Written in Word, pasted into the Wiki Students: Nearly no involvement Educator: Public Notebook A growing ressource on PR but no really living project Thomas Pleil
  • 25. Wikis 2006: adding a private wiki Management of projects, e.g.: Milestones Minutes of group meetings, briefings Expert Lists Documentation Syllabus Thomas Pleil About 60 % proposed by educator, 40% by students Texts Organizing dates and topics for presentations
  • 26. Wikis Experiences (private Wiki) Very high involvement in Project Management High involvement concerning courses Privacy as a key for success! Thomas Pleil
  • 27. Weblog Since 2005: PR-Fundsachen PR-Blog of all PR students Thomas Pleil
  • 28. Weblog Experiences „How many posts do we have to write???“ Thomas Pleil
  • 29. Weblog: Experiences Some numbers 3 classes with 44 blogging students 3 of 47 students rejected to blog (2 did design stuff) During terms: about 3 posts/week During vacation: nearly no posts 10 students with more than 10 posts in 2 terms 8 students with more than 20 posts in 2 terms Most students post 6 – 8 times in 2 terms 6 students tried to Podcast (Audio/Video) TA 55, 177 Feed subsribers Thomas Pleil about 20 % become Bloggers
  • 30. Weblog: Experiences Problems: Finding topics Writing blog-like Managing comments Fear of mistakes Payoffs Networking with PR practitioners, Alumni, other PR students Digital reputation/job relevance for some students Not a leading blog, but visibility and exchange with Thomas Pleil environment
  • 31. Weblog: The students Online Survey 2007: “Blogging is good exercise for career” Thomas Pleil
  • 32. Social Bookmarks Group Archive for every class Reading Tipps Thomas Pleil Results of Research for Projects
  • 33. Social Bookmarks Online Survey 2008: “The Social Bookmark-Archive was a good knowlegde base” Thomas Pleil
  • 34. Social Media: Conclusions Problem 1: Motivation Information sharing and collaborating Extending classroom into every day life Problem 2: Force of habit Courses as lean back event Unususal roles for students and instructor More responsibilty for students Impact Strong benefits for 1 of 3 students Some benefits for half of the students Some are out of reach Thomas Pleil
  • 35. Social Media: Conclusions Benefits: More responsibilty for students Activating some of the silent students More current knowledge Improved skills PR for the university and for each student Better job opportunities Thomas Pleil
  • 36. The near Future Presence during terms: several Workshops instead of weekly seminars Between the Workshops: networked learning More Learner Generated Content, e.g. Skypecasts with Experts Better integration of Platforms Next Term: Google Apps In the Future: Social Community and mobile content? Thomas Pleil
  • 37. References Büffel, Steffen; Pleil, Thomas; Schmalz, Jan Sebastian (2007). Net- Wiki, PR-Wiki, Kowiki – Erfahrungen mit kollaborativer Wissens- produktion in Forschung und Lehre, kommunikation@gesellschaft, No. 8, http://2big.at/8ui Mejias, Ulises (2006): Teaching social software with social software. In: Innovate 2 (5), www.innovateonline.info/index.php?view=article&id=260 Prensky, Marc (2007): To Engage, engage with, in: Educational Technology, Nov./Dec.: 64 Siemens, George (2008): Learning and Knowing in Networks: Changing roles for Educators and Designers, Paper presented to ITFORUM, http://it.coe.uga.edu/itforum/Paper105/Siemens.pdf Walker, Jill (2005): Weblogs – Learning in Public, in: On the Horizon, Vol. 13, Issue 2, pages 112 – 118, http://jilltxt.net/txt/Weblogs- learninginpublic.pdf Thomas Pleil
  • 38. Thank you! Contact details Prof. Dr. Thomas Pleil Hochschule Darmstadt Mail pleil@h-da.de Blog: www.das-textdepot.de Thomas Pleil Twitter: http://twitter.com/tp_da Skype/AIM: thomaspleil Tel.: +49(0)6071/82-9272