Edited By Hana S. Noor Al-Deen
Chapter Seven: The Art of Tweeting: Integrating Primary Social Media Research into a Public Relations Writing Course
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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