In January, I took over as an adjunct instructor in the capstone “Campaigns” course for PR majors at the local university. Three hours, one night a week. Piece of cake.
After all, I had 15 years in the PR practice since graduating from that same university with a journalism degree. Lots of experiences to pass on to these pliable young minds. My plan: make the class exciting with a cool social media spin. I’d be brilliant (thumbs in suspenders). It’d be fun.
Who could have known the extent to which a social media focus would challenge the traditional PR pedagogy. When I talked to faculty, the conversation took on a “oh how cute” sheen. The students scarcely had a conception of what “social media” was, and OMG, you mean we have to, like, APPLY it in REAL LIFE PR?!!! After the first two classes, I would have settled for Second Life.
We all persevered, hopeful that the team-based nature of the class would inspire the ol’ Higher Order Thinking Skills to kick in. Then I started seeing it–those moments when a face would light up, expression intent on my stumbling monologue. A raised hand. An honest-to-god social media “connection.” And one-by-one, I’ve witnessed those moments on each face.
But then I look at them and know the field they are going into is much different than the one I faced in the mid-1990s, back when a lot of the internet was still text-based. In the last couple of years, the learning curve has steepened within a rapidly changing spectrum.