Communicate Good

Posts Tagged ‘high school

Last month, I teased a new piece I was writing about the similarities between PR in the 21st century and high school. Based on the number of comments my post received, I can only imagine that anticipation for the actual treatise has finally reached a fever pitch! So in order to milk this for all it’s worth, I am presenting it now in it’s entirety.  As a reminder, I wrote this article for social media guru Brian Reich, who is compiling a new book of essays, in which folks from different industries tackle the issue of organizational best practices for the future. A fully downloadable version of the piece can be found here.

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THE FUTURE OF PUBLIC RELATIONS IS BACK IN HIGH SCHOOL

It’s the human condition to resist change. As familiar systems disappear, we instinctively clamp down on them, making the process of adopting new systems all the more painful and protracted. Welcome to life in the PR industry. Read the rest of this entry »

Recently, I was asked to write a “big think piece” about how the field of public relations will be different after the world is destroyed in 2012. Okay … I’m joking about the world being destroyed part (although that would be a great topic for another thought piece). I was actually asked to write about how organizations must totally rethink PR practice to thrive in this brave new interconnected world. Frankly, I feel like I’ve read a million articles on this topic already. But I hadn’t yet taken a stab at the assignment myself, and thought it would be a healthy exercise. Besides, the request came from someone I have lots of respect for: social media guru Brian Reich, author of the best selling Media Rules. He’s compiling a new book of essays, in which folks from different industries tackle the issue of organizational best practices for the future. As he presented it to me: “I have this crazy idea that we need to re-think the way we create, support, and sustain ventures.  What does that mean exactly?  … it means re-building the whole infrastructure of innovation … from how we teach it, promote it, cover it in the media, what skills we value, who gets to serve as gatekeepers, and more.”

I dove in, tasked with writing an 800 word piece. My premise was something I’ve been toying with for years. In a nutshell: there are strong similarities between the social environment of high school, and organizational PR today. By studying the successful students in high school (those with a good reputation, who excelled in activities and rose above the pettiness of cliques), we can learn a great deal about how organizations can succeed with PR and reputation management in a socially connected world. Might sound trite, but the more I dug, the more I was taken by the strength of the comparison. 3 days and 2,400 words later (d’oh!), I finished the essay, which  is set to be released at the WeMedia Conference in Miami in the next few days (it will be posted on the conference blog). If you’re interested, I’ve posted the first 800 words below… just to whet your appetite ;-)

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It’s the human condition to resist change. As familiar systems disappear, we instinctively clamp down on them, making the process of adopting new systems all the more painful and protracted. Welcome to life in the PR industry.  Read the rest of this entry »


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