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Social Media in the Classroom

Edited By Hana S. Noor Al-Deen

Social Media in the Classroom provides a comprehensive resource for teaching social media in advertising, public relations, and journalism at the undergraduate and graduate levels. With twelve chapters by contributors from the United States, the United Kingdom, and Australia, this volume provides original scholarly work which encompasses a wide range of methodologies, theories, and sample assignments for implementing social media. This book is an excellent resource for preparing students to transform their personal skills in social media into professional skills for success in the job market.
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Chapter Seven: The Art of Tweeting: Integrating Primary Social Media Research into a Public Relations Writing Course

Extract

The Art OF Tweeting

Integrating Primary Social Media Research into a Public Relations Writing Course

BETH L. SUNDSTROM AND ABBEY BLAKE LEVENSHUS

A mediated public relations course must start from the well-documented assumption that the student—indeed, most citizens—have a limited understanding of technology. That is, just because you can surf the Web does not mean that you understand how it is ‘surfing’ you. (Kent, 2001, p. 60)

Today’s undergraduate public relations writing class is undergoing an identity crisis. Educators are tasked with determining what skills to teach amid conflicting opinions. Industry and trade publications included divergent headlines about the practice of public relations such as this one: “‘The press release is dead,’ Declares the Government’s Comms Chief Alex Aiken” (Magee, 2013, p. 3) and this one a month later: “Reports of the Death of the Press Release Have Been Greatly Exaggerated” (Magee, 2013, p. 1).

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