My colleague Kristen Smith is gearing up to teach our PR writing class for the first time, and she asked for my advice on what to do with the class. Some things are obvious and haven't changed in decades, but I don't think most of the PR textbooks do much with the Web and social media (and I haven't taught it in a while so please feel free to add a comment if you know of a good PR writing text). I mentioned, for example, that she'll need to talk about SEO when teaching about writing news releases, even if the textbooks aren't doing that yet.
Later it occurred to me that I already have a great resource on hand* for her and for students: David Meerman Scott's 2nd edition of "The New Rules of Marketing & PR." I used the first edition of this book when I taught a special topics ad/PR class on social media, and the students loved it. The second edition is out now, and it could very easily be used in a PR writing class.
The early chapters clearly explain how the Internet and social media in particular have changed PR and marketing -- primarily in that organizations can now reach individuals directly and cheaply. The second part of the book runs through different platforms -- blogs, social networks, Twitter, audio, video -- that can be used.
Part III introduces the idea of "buyer personas," in which the PR person pulls together research to draw portraits of different kinds of buyers and then to figure out how to talk to that kind of person, using the language they would use. That concept isn't anything new to PR, but somehow writing that little character sketch seems to make target publics more concrete to students.
The book includes a chapter on Search Engine Marketing, but in it Scott makes the point that "this entire book is about search engine marketing." As such it would make a great supplement to a PR textbook that focuses on more traditional writing (brochures, news releases, annual reports, etc.). I would definitely recommend it to someone teaching a PR writing course.
So, Kristen, check your mailbox. You can borrow, but not keep, mine.
*Disclosure: David knew that I used his book in class and asked me to write a blurb for the 2nd edition. You can find me on the bottom of page iii.
I love this blog and your devotion to the profession. I am taking this recommendation very seriously. Thank you for this input. I really look forward to reading this book (and any other comments). Kristen
Posted by: Kristen Smith | February 23, 2010 at 12:19 PM
Karen - I really appreciate that you were one of the first university instructors to make use of my book. Not only that you talked it up. Thanks again for writing the blurb for the second edition.
Kristen -- I'm sure my publisher would be happy to send you a copy. Shoot me a mailing address.
Best, David
Posted by: David Meerman Scott | February 23, 2010 at 01:52 PM
Karen -- As a first-time teacher, I often look to you (digitally) for advice and always appreciate what you have to say. Like your friend, I am teaching PR writing and the second edition of David Meerman Scott's book is one of only two texts I'm requiring this semester. (The other is a classic: The Elements of Style.) I've found that the students, most of whom are juniors and seniors, are not coming to class knowing anything about SEO or even the use of digital tools for anything other than connecting with friends. I hope the book (and a lot of preaching from me) will get them thinking otherwise!
Posted by: Cameron Barry | February 23, 2010 at 03:41 PM
Kristen meet David, David meet Kristen. :)
Cameron, so glad to hear someone else is using the book with success. And I'm happy to hear you've found my blog helpful -- sometimes I think I'm typing for no one, so it's good to know I have a reader!
Posted by: Karen Russell | February 23, 2010 at 04:17 PM
Colleagues:
It's my third semester using David's book in class. My kids are loving it so much that they keep it for references even after they graduate and get there first jobs at Ad and PR companies in Kansas City.
Thank you, David. Looking forward to our Moscow promotion!
Serge
Posted by: Sergei A. Samoilenko, Kansas State U | February 24, 2010 at 01:31 PM
Although I am already out of college, I am getting the book for sure. It's a pity that it won't get to Prague in its original version until the next month or two.
Posted by: Honza | February 25, 2010 at 12:07 PM
Another great text is "Putting the public back in public relations."
Posted by: Sammy | March 03, 2010 at 01:47 PM