A new e-book from Spannerworks “What is Social Media?” is a helpful summary of the phenomenon – and the intention for it to be a living entity highlights the problem for many in public relations – keeping up with all the developments in PR2.0. As soon as you’ve got your head around concepts and opportunities, there are new skills and knowledge to digest. From a communications perspective, you cannot simply create and stand back in the new world. Not only does the speed of change means you need to update, but thanks to the participatory nature of new media, you need to debate not simply state. Active learning highlights the need to participate rather than simply learn at the knees of masters – and new media offers that opportunity. The online world offers the benefit that people are generally eager to share their knowledge – with wikis, open software, blogs and through social networks. We need to dive in and join the debate – not just by setting up our own blogs, but by leaving comments, sharing ideas and updating our own sites. As producers of information, this is an exciting challenge – where once we’d send work off to the printers as a finished form, today we should think about creating living materials – that can be updated, amended, revitalised and reformed – both as our own knowledge changes, but also in response to dialogue from those who are able and willing to share their views on our publications.
Heather Yaxley is passionate about PR - teaching the CIPR qualifications, lecturing part-time at Bournemouth University and running the Motor Industry Public Affairs Association (MIPAA). I'm undertaking a PhD looking at Career Strategies in PR. I love sharing ideas and knowledge - connecting news and views by blogging on public relations and educational developments, especially relating to accelerated and active learning. I'm also a published author, qualified trainer and experienced consultant. View all posts by Heather Yaxley