The New Media Drivers License course is one of the best and most productive classes I have taken at Michigan State University. I must admit, I had my doubts in the early days of the semester- I wondered if this class would teach me anything that I could actually use after graduation. Sure enough, it did… I learned more about social media, new PR strategies and presentation tips in the past two months than I have in my four years at MSU. Bravo!
On March 21, the final class of the semester, I will give a presentation covering the topics or tips I found most important and/or surprising throughout the course.
*See “Don’t Miss Out on THIS Opportunity” blog for topics covered*
Just a few examples of the most important points I’ve learned:
- How to set up, organize and maintain a WordPress blog
- The wonderful world of GOOGLE – the possibilities are endless!
- Social media networks and the benefits/consequences
- FREE PR – Yes, there IS such a thing. Check out www.PR.com, www.free-press-release.com or www.i-newswire.com
David Meerman Scott’s “The New Rules of Marketing & PR” is a must-read for any professional in the Marketing or PR industry. Scott, a new media specialist, has written over 100 articles and three books. See press release below:
EAST LANSING, MI, February 28, 2009 –(PR.com)– David Meerman Scott’s “The New Rules of Marketing & PR” is the first textbook used for the New Media Drivers License (ADV 492) class offered at Michigan State University.
Scott’s book discusses the changes in online marketing and public relations. It then goes into further detail on each of the types of media that organizations can use. Finally, it provides information, step-by-step instructions and implementation plans to put these programs to work. “This book will show you the new rules and how to apply them. For people all over the world interacting on the Web, the old rules of marketing and PR just don’t work. Today, all kinds of organizations communicate directly with their buyers online,” Scott said.
Derek Mehraban teaches this course thanks to combined efforts by Walsh College and MSU. He chose Scott’s book as a guide for the class. “David’s book was the most comprehensive, actionable book I have seen on how to use digital media to grow your business. The class is able to easily follow along, and the book provides a study guide of best practices. I also like David’s approach to SEO and content development. Two things I feel are essential to marketing your business online,” Mehraban said.
Mehraban is the founder of SocialHarbor.com, “a full service social media marketing and search engine marketing solution for companies and their employees.” Social Harbor is based in Ann Arbor, Mich.
I recently had an assignment to write an Op-Ed and Letter to the Editor for my ADV 325 class at MSU. As I did some research on the topic, I realized how effective they both are in terms of PR. John McLain, Owner of McLain Communications, calls the op-ed “PR’s most underutilized tool”. I have to agree with him. In his post, “How to Write a Successful Op-Ed”, he writes, “In an op-ed, you essentially state your conclusion first. You make your strongest point up front, then spend the rest of the op-ed making your case, or back-filling with the facts. Done right, it’s persuasive writing at it’s best. You will help the company win converts, gain high-quality publicity for the company, and you will be reaching the elite audience of opinion-makers who regularly read the op-ed pages.”
I chose to write my op-ed and letter to the editor on the topic of smoking bans. As a college student who frequents restaurants and bars in the area, this issue affects my life. In most cases, the CEO or Manager of a specific company or organization writes this op-ed. While I am not an expert on smoking or the legislation surrounding it, I did manage to write arguments for both sides of the issue.
In favor of smoking bans in the Lansing area:
“A smoking ban will protect members of the community from second-hand smoke. This smoke has many effects on the health of individuals exposed to it. It has been linked to a variety of diseases and problems, including cancer, heart failure, asthma, and death.”
Once again, Google has made an application to benefit the masses. Google AdWords are Pay-Per-Click ads that appear on the right side of the screen when a search has been completed. There is a $5 application fee to begin, but the overall cost is entirely up to the individual or company creating the ad. I had difficulty with the standard edition in the beginning, but I soon found my footing. (The starter edition is MUCH easier to control – I would recommend this for newbies.) Within 25 minutes I had my ad written and the keywords in place (for the search engine). Let the searching begin!
My keywords include: ‘stephanie neville’, ‘social media pr’, ‘new media drivers license’, ‘social media blogger’, ‘pr information’ & ‘entry level public relations’ (to name a few)
My Google Adwords ad:
Stephanie Neville’s Blog
PR and Social Marketing Info
Tips for success in the industry
Sadly, the limited funds ($15) I allowed the program to access didn’t amount to much. Lesson learned: the more you spend, the more you get out of it. Below is a screen shot of my ‘stephanie neville’ Google search results. As you can see…nothing in favor of my blog. A non-profit, corporation or firm (aka anything/anyone other than a poor college student) would have much better luck.