I’ve always believed that it’s important to give back to the profession that has provided me with not only a career but also an opportunity to help companies share their stories. That’s why it was easy to accept an offer from a good friend and colleague to speak at his PR writing class at the School of Visual Concepts in Seattle. If these students are any indication of how our profession will fare in the future, I’m happy to report good news.
What impressed me the most about the class was its members’ levels of sophistication and willingness to connect outside of the classroom for additional insights. At least three of the students sent me LinkedIn requests and asked for the chance to meet for coffee.
Our class discussion focused on the changing PR landscape and how to create strategy and content in this new world of fewer reporters and publications. They were most interested to learn about how companies are creating internal newsrooms to write news-based stories that are shared across their social media networks.
The students were also very interested to know the specific skill sets needed to be competitive among their peers for entry-level PR positions. We joked about this tech-savvy generation being already so far ahead of the rest of us and the advantages of being able to integrate their knowledge of technology devices and tools into marketing and PR campaigns.
I left the lecture grateful for the opportunity to share and excited about the future of PR. I even thought for a minute how great it would be to attend classes again. Then I quickly regained my senses.