Every so often I remember my "meet the teacher" posts, then I check my list to see who's been invited and who's still on my list. How could I have left out this guy? Kent State's Bill Sledzik is not only one of the most popular PR educator/bloggers, but also one of the most outspoken. In fact, just after I asked him about taking a stand (see below), he launched into a debate on ghostwriting in the blogosphere. He's got a love-hate relationship with social media; read on to see what I mean.
Q. How and when did you first get interested in blogging?
ToughSledding is an experiment by a 50something educator who’s just trying to figure it out. And I haven’t yet! I studied blogs for two years before I launched mine in 2006. I’m a trial-and-error guy, which means I learn by doing -- and by making mistakes. I encourage students to do the same.
Q. What is the purpose of your blog?
The blog is an outlet -- a place to express my thinking about the business. It’s helped me expand my network; invigorated my teaching, too. But it takes way too much time. Way too much.
I view my blog more as a column than a conversation. It’s about what I think. I know how that sounds, but in the end, social media is a pretty self-centered place. How else do you explain Facebook?
Q. I know you're on Twitter; are you using any other social media?
Twitter and the blog are my primary outlets, but I like Facebook a lot. For me, it’s both a social and a business network, and a place where you can let your hair down. I’m on 5-6 other networks, but don’t have time to keep up with them.
I was a Twitter doubter when it began, but I’ve come around. It’s a useful application to stay in touch with my professional contacts and alumni. It’s also a not-so-secret pleasure for those of us with addictive personalities.
Q. Your blog always takes a stand, especially on professional disputes and PR blogosphere "kerfuffles." Is that part of your mission as an educator, or is it just for fun?
It’s a little of both, really. There’s not enough serious debate in the PR blogosphere and way too much “group think.” So I do my best to stir the conversation and to be a little contrary. Challenging people is what educators are supposed to do, isn’t it?
Q. Tell us a little about your school and how PR is taught there.
Kent State is a hands-on place. Students learn by doing, and doing, and doing. Our faculty members are seasoned PR professionals who know how the real world works. The typical PR major does at least two internships before graduation, sometimes four and five. Bottom line: our students get jobs. It’s the one ROI measure that matters to me.
Q. In what ways do you incorporate social media into the classroom? What would you most like to do that you aren’t already doing?
Three years ago we launched a new class called “PR Online Tactics.” It gives students hands-on experience with a range of digital and social-media tools. They produce blogs, podcasts, e-newsletters, and soon online newsrooms. But no class is the same semester to semester. We’re constantly reshuffling content to match the marketplace. We also remind students that while the tools of communication have changed, the DNA of public relations really has not.
What’s missing in our program is video -- which in most PR firms and departments is still done by specialists. But we know our students must understand video storytelling, since it’s so critical on the Web.
Q. Do you have any advice for other PR educators who are considering starting a blog or getting involved in social media?
If you aren’t spending at least an hour a day monitoring social media, you’re missing a key chapter in the new “book” of PR. So start there.
I’ve discouraged others on our faculty from starting blogs. It’s too time consuming, and it won’t do much to enhance your chances of tenure or promotion. You can learn social media by reading books and by following thought leaders online. Join the conversation when it makes sense, but don’t let it rule your life. If you don’t love blogging, don’t do it.
Most important, remember why we do public relations. And remember that social media are but one element of a larger picture -- one way to communicate, and not always the best way. I remain a huge proponent of face-to-face communication. And I remain skeptical that you can use digital tools to scale relationships. Just because I follow someone on Twitter doesn’t mean I trust ‘em.
