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Social media skills are universal for public relations & journalism

Mashable’s 10 ways J-schools are teaching social media are important lessons for PR pros, too

Vadim Lavrusik wrote a great article last week on Mashable, 10 Ways Journalism Schools Are Teaching Social Media. graduationWith new positions being created at traditional media outlets for social media coordinators and editors, universities have started incorporating social media best practices into their curricula. Lavrusik himself is a new media student at the Columbia University Graduate School of Journalism.

If all of the up-and-coming journalists are learning how to best utilize social media, PR professionals will need to learn Web 2.0 skills as well to effectively communicate with the media. So I started thinking… if I was teaching a social media class to public relations students, what would those skills and lessons be? I started writing a blog post on the topic and here’s what surprised me: I created the exact same list for PR students as the list Lavrusik compiled for J-school students. As the media industry changes, so does the PR industry — and there are fewer and fewer differences in the set of skills required to work as a journalist or a media relations pro.

I highly recommend a click-through to the article to read each lesson in more detail, but here are the titles of the 10 lessons:

  1. Promoting Content
  2. Interviewing
  3. News Gathering & Research
  4. Crowdsourcing & Building a Source List
  5. Publishing with Social Tools
  6. Blog and Website Integration
  7. Building Community & Rich Content
  8. Personal Brand
  9. Ethics
  10. Experiment, Experiment, Experiment

See? Sound like what you do on a daily basis? What other social media lessons and skills would you teach a group of PR students?

About Heidi Sullivan

One of PRWeek’s 40 under 40 in 2012, Heidi Sullivan is Senior Vice President of Digital Content for Cision and a self-proclaimed social media metrics nerd. She leads the company’s digital and broadcast content teams, the global research team for Cision’s media database, Cision’s social media community team and the company’s content marketing strategy. You can find her on Twitter @hksully.

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