Postgraduate students for Masters in Public Relations have continued to take more interest in social media course because of its relevance in the fast changing modern communications.
At the University of Westminster, London, more than 80 percent of the students of Masters of Arts (MA) in Public Relations register for the New Media module which is an optional course, where other courses could not get enough enrolments.
The Social media tools which have become fads in the last five years do not require enormous resources to set up like the traditional media as they are affordable and accessible in publishing and exchange information between individuals and groups.
In one of the practical assignments over 20 students created individual webcasts within 48 hours where they embedded different social media components in their blogs which include video, podcast and bookmarking tools on the importance of Social Media in Public Relations.
Each of the students blogs, listed in another PR student’s blog yashuaib.wordpress.com, provides sociological and cultural concepts behind social media and their relevance to PR. They also point out the benefits and negative aspects of SM to clients through animated graphics and videos.
While basic rudiments of online PR are taught in the class, the students accomplish the task through extensive online tutorials on social media platforms.
Majority of the students disclose that the future of Public Relations rests on the application of new media platforms to relate effectively with the publics.
Some of the student-bloggers observed that the social media is yet to have theoretical frameworks for academic researches because of its newness. Nevertheless they are convinced it offers practical applications of the tools for information sharing, exchange of ideas and feedback to measure impacts of campaign and other PR activities.
Social Media which was non-existent some few years ago ranks high as inevitable course for most universities where Public Relations programmes are offered. The traditional media like television, radio and newspapers are also utilising the social media platforms to engage their target audiences.
Re-examining Ethical Standard in Public Relations
By YAShuaib
Can Public Relations (PR) ever be ethical? That was a question put to students of MAPR Class 2010 at the University of Westminster, London. A simple answer should be ‘yes’. As a respected profession, PR has a set of ethical standard and codes to guide practitioners on good conducts. Similarly it is expected that individuals and organisations should observe some ethics to protect their reputation.
Ethics is also known as moral philosophy which intended to address questions about morality and the perception about doing the right against wrong, being good from being bad and justice over injustice. debates on ethics always centre on whether we should do what is right all the times or do whatever we could to achieve positive results. We shouldn’t forget that propagandists believe in the philosophy of an end justify the means.
Professional Codes of Ethics
Unlike the social media that is yet to have acceptable and practical rules to be observed by users, which in some instances is creating ethical and moral dilemma, Public Relations practice is guided by various professional codes of conducts.
The codes largely provide the dos and don’ts which must be observed by registered members. A code of conducts is a system of moral principles and rules of behaviour that sets the expected and acceptable standards for members.
The code is necessitated on the need to guide and protect professional integrity of members through the provision of mandatory checklist on conducts and behaviours while discharging their responsibilities.
Nomenclatures on the Code
The code is given various nomenclatures by different bodies. While most professional bodies refer to it as Code of Conduct, others tag it Code of Ethics or Code of Professional conducts. For instance Nigerian Institute of Public Relations (NIPR) has Code of Ethics; British Institute of Public Relations (IPR) now Chartered Institute of Public Relations (CIPR) provides Codes of Professional Conduct; Public Relations Society of America (PRSA) propagates Code of Ethics; and International public Relations Association (IPRA) with headquarters in London calls it Code of Professional Conduct and Ethics.
Similarities of Contents
The content of Codes of Conducts of the four Public Relations Bodies above share similarities in the themes and philosophies.
The Core Values of the professional codes focus on expectations from PR practitioners to protect the intergrity of the profession, the employers/colleagues and the publics. A practitioner is expected to put trust and honesty of purpose before all other considerations. Loyalty to the employers is mandatory likewise serving the interest of the larger public. The codes also warn against unprofessional acts that would question the integrity of public relations and likely conflict of interest for pecuniary reasons. Above all the relationship between PR practitioners and the reporters and all media outfits should be mutual and responsive.
Online Propaganda and Social media
By Yushau A. Shuaib
The battle ground has shifted. In an advanced society conflict is no longer resolved through the use of bows and arrows. This crude method of conflict resolution can only be found in archaic societies, for instance the Jos crisis in Northern Nigeria where victims were cut to death with machetes. Wars have also gone beyond the deployment of guns, missiles and the Weapon of Mass Destruction (WMD) – a claim for the justification of George Bush and Tony Blair’s arbitrary invasion of Iraq.
The new war is fought without shedding human blood. The social media is the battle ground for the interested parties where online propaganda plays prominent roles. Social media is used for advocacy and mobilisation for noble causes and on the other hand to blackmail and destroy individuals and institutional reputations. One can read, listen and view live happening across the globe provided, not only by the media but the ordinary persons on the street and shared on the internet.
The emergence of the internet has brought about a range of auxiliaries to enhance communication amongst individuals and groups from the development of a website, email and instant messaging. The great innovation of the decade is the social media network which has elevated human communication and activities to an exciting and scary level. The major applications and tools for social media include online forums, blogs, microblogs, social networks, bookmarking sites, online videos, podcasting and Instant Messages. The popular brands of those tools include Facebook, Myspace, Youtube, Twitter, Delicious, Digg, stumbleupon and various others.
The technology has revolutionized the way we communicate, interact and play – without the need for third parties except the gadgets. One does not need to expend too much resources to read newspapers, watch TV, listen to radio, play games and with spontaneous platforms for online reactions. Business transactions, like online shopping and banking are conducted round the clock without stepping out our homes. Most of the developers of these technologies actually transform their ideas to realities from the comfort of their homes.
The success of Obama’s election was largely associated with effective use of social media technology, likewise the massive global supports received by victims of Haitian earthquake. Access to computers and mobile devices has indeed made the world a global village.
As exciting as these new media applications are, their impact on our lives as users, the economic improvements in the lives of the technology developers and technicians, it still calls for great concerns to humanity. The rate of divorce is increasing due to cheating on social media as unfaithful partners are easily tracked, just as professional hackers are having field day discrediting security systems of established institutions, while fraudsters milk their victims dry through tempting baits on the internet. Frustrated souls too, especially amongst youngsters now find the convenience of committing suicide through advisory from some social websites.
While social media encourages human laziness and physical social interactions, a new finding in Britain reports that the negative effect of video game and social networking websites which is blamed for the shocking rise in rickets amongst children. A freely distributed Metro newspaper, reports that spending hours in front of a computer means youngsters do not stay outdoors enough, hence, they suffer lack of vitamin D which can lead to rickets that was once associated with poverty. Kids now stay indoors more these days and play their computers instead of enjoying the natural fresh air.
As the traditional providers of those services are already in real economic recession, a massive job cut has become the order of the day as the computer provides all manner of service that were once provided by man.
The real bad news is that the next World War will not be fought with conventional armaments, but through the social media. The social media has uplifted propaganda, another tool of public relations to another level. Even in Nigeria, a country notorious for sectional infighting, parties in conflicts are using online platform to promote themselves and destroyed their opponents with malicious and some libellous campaigns, yet backed with evidences. A video of arbitrary execution of innocent citizens where uploaded on the website, with each sectional claiming to be the victims of the assault.
The Chinese government recently through its authoritative and Independent newspaper, People’s Daily raises a concern about the manipulation of social media for propaganda by other countries that pretend to promote freedom of information. The Editorial of the paper accused America for using “cyber army” to engage in online warfare, by fomenting civil unrest in the Islamic Republic of Iran after the June 12 election in that country last year. The paper said: “America was exploiting social media such as Twitter and YouTube to generate protests against the Iranian regime.
It went further to say that “Behind what America calls free speech is naked political scheming. How did the unrest after the Iranian elections come about? It was because of online warfare launched by America, via YouTube video and Twitter, microblogging, spread rumours, created splits, stirred up, and sowed discord between the followers of conservative reformist factions.”
The Asian publication also raised the fear being expressed by other countries on what constitute freedom of information and democratisation by stating that: “We’re afraid that in the eyes of American politicians, only information controlled by America is free information, only news acknowledged by America is free news, only speech approved by America is free speech, and only information flow that suits American interests is free information flow.”
In the fear that the social media seems to be going out of control, some actions are being taken in some societies to deny access to selected websites. Some countries like China have blocked access to some websites; these include the popular YouTube, Twitter and Facebook to control so-called cultural imperialism.
At individual level, a company in United States has developed software that can permanently kill access to the social websites at the click of the button. The company sees its innovation as a relief and rehabilitation for addicts who want to detach the excessive addiction to the technology. The killer software called Web 2.0 Suicide Machine is an ingenious package that sluices online presence permanently from social networks. The service has received massive subscription to the disadvantage of favourite social websites.
The question is why should internet users and the general public becoming wary of social media? The technology is yet to have moral standard and code of ethic. It is not easily controlled or regulated as some anonymous users have notoriety of wrecking havoc before speedy actions and authentication are made.
While scholars in communication and Public Relations (PR) continue to extol the virtue of social media as an undoubted tool for effective communication and human development, it requires some levels of control against criminal tendencies, untoward behaviours and manipulation by some users towards a saner global community. For now we may welcome the online propaganda than physical combatants by parties in disputes.
Yushau A. Shuaib
University of Westminster,
Harrow Campus London
When PR Practitioners Become Social media Experts
I have started to notice some preferences for specialised communication experts who would not only dish out information but work 24/7 in monitoring and responding to information on various social media platforms.
For some years I have enjoyed regular newsletters sent to me by Ragan and PRWeek some of the best publications on public relations practice. They have been quite very generousfor keeping me abreast on latest thinkings and trends in PR. I remember having to tell them, while in Nigeria before coming to UK for a study, that I wish could afford the hard-currency subscription, being a youngman from a developing country. In some of their recent postings I discover a new trend in some advertised vacancies. In one such request an organisation asks for a Social Media Cordinator whose responsibilities will include to “maintain social media community (Twitter, Facebook, YouTube, etc.) by ensuring all gnc.com promotions are communicated effectively to drive traffic and community involvement; develop and implement programs and content such as sweepstakes, contests, and events that increase online community awareness and participation; scan site posts for potential moderation (i.e. inappropriate videos, posts, customer service-related questions, profanities, etc).”
The vacancy also states that the successful applicant as Social Media Cordinator will “coordinate with pertinent departments to ensure content is compliant, meaningful, and current; solicit, track, and report community feedback to internal departments; strategize and implement initiatives to improve member communication and recognition; stay abreast of industry trends, particularly social marketing and community sites.”
In conclusion it goes on to state that the officer will “track social media growth, performance, and participation; assist in defining online community purpose, strategy, and creative direction and establish, monitor, and enforce standards within the community to minimize conflict.”
Education and experiences demanded by the recruiting organisations are largely on integrated marketing communication fields that include PR. It is a mandatory that the applicants have demonstrated experience in digital marketing, blogs, online communities and use of social networking tools like Facebook, Myspace, WordPress, Twitter among several others.
Now here is the main challenge. A PR person whether a student or an agency must be up to date on online technologies by familiarizing with emerging trends in social media. And Guess. I will strongly recommend subscription to Ragan or PRWeek for the enormous and current information on those latest applications. I am yet to miss any important and breaking news on social media and PR. Though still enjoying free subscription, I hope to definitely pay back some days for being so kind to me.
Online Warfare: The Battle Ground has shifted from mere propaganda from an obvious spokesperson to invisible hands behind computers using the social media to hit the targets.
I believe for sometimes that the next world war will not be fought using the bows, arrows, gun, bomb, missiles and other so-called Weapons of Mass Destruction (WMD), internet is the battle ground while social media applications will serve as the tools for destructive engagement.
One doesn’t need to fully understand the practice and concepts of public relations to know how interested parties have deployed the immediacy of intenet technologies to pursue a course of action and persuade the publics for rethink. The success of Barrack Obama’s electioneering, the revolt against Iranian authorities over the June 12 election and mass solidarity with Haiti earthquake victims, where development broght about by social media. There is a clear signal that almost every one seeking patronage and symphathy must use the online media platforms.
The recent outburst of Chinese government against US administration’s interference in Iranian election reconfirms the belief that the world today doesn’t need to shed blood through destructive tools to win wars, free flow of information and ideas through social media is a timely and effective option to engage perceived enermies (we may call it competitors in PR).
The only fear here is there is a strong suspicion that some countries and institutions who are at the advantage in the application of the technology are using it to manipulate the system in undermining others’ interest.
What could one say about the statement in an authoritative editorial of a Chinese newspaper that accuses the United States of using a “cyber army” to foment unrest in Iran? The Chinese People’s Daily goes further to add that “America was exploiting social media such as Twitter and YouTube to generate protests against the Iranian regime.”
The paper also condemns Americans’ freedom of expression by stating that “Behind what America calls free speech is naked political scheming. How did the unrest after the Iranian elections come about?” It doesn’t wait for anyone to respond to the allegation as it provide the answer thus: “It was because online warfare launched by America, via YouTube video and Twitter microblogging, spread rumours, created splits, stirred up, and sowed discord between the followers of conservative reformist factions.”
This decade starting from January 2010 will see how propagandists, spin doctors and the like, including the PR practitioners will join the battalion to the online battle field.
An Exciting Book on Online Public Relations
After weeks of going through some blogs and visiting the libraries at the University of Westminster on Harrow and Marylebone campuses, to study online Public Relations (PR) with useful case studies, I discover a book on Online Public Relations by David Phillips and Philip Young.
The book is very exciting with introductory focusing of latest technical jargons on social media tools. Not only do they provide clear definitions of the tools and their usages they also give explanatory note and cases on some of the applications. The book is a practical guide to developing an online strategy in the world of social media
In 274 pages the two authors provide, as at today provide most comprehensive and useful materials tips on how PR practitioners can utilise new media to serve their publics, whether clients, customers and general public. Published by the reputable book publishers, Kogan Page in collaboration with CIPR UK, I find this latest resource as the major addition to my collection of book on public relations.
My fear is whether the book will be relevant in few years to come because new media is just changing and getting daily, if not hourly bases. Well time will tell.
yashuaib
