Spring 2009 Student Digital Resumes and Portfolios

Spring 2009 brings us this great group of students.Check out their digital portfolios & resumes. Hire them!Good people, all the way around.

Kelly Adams

Ansley Black

Jill Bledsoe

Emily Canan

Kelly Cargill

Alison Christenberry

Kelly Coffed

Carey Beth Elder

Ragan Gibson

Emily Horne

Caroline Inman

Karen Jones

Lianne Lopez-Ceparo

Evie Maddox

Mikey Mahone

Kimberly Meyers

Mallory Middleton

Emily Petree

Whitney Prothro

Maria Prysock

Elizabeth Reynolds

Merry Whidby

Jacob Wilder

Jordan Woo

PROpenMic Reflections :: One Year Old, and Growing

Today marks our one year anniversary. I’m feeling pretty good about it. I’ll greatly appreciate your opinions and suggestions below.

So, what have we accomplished? Your thoughts? Here are some observations.

Out of 4,135 members (as of this writing), we have:

• 1,843 students
• 343 faculty
• 2,103 practitioners

Yes, I know that adds up to 4,289. Well, that’s because we have some people selecting two options (practitioners that teach, for instance).

Numbers are ok, but I’m happier about the diversity of those numbers. We’re about 50/50 academic and practicing pros.

Add to that, the realization that the latest scouring of our member date reveals that PROpenMic has members from over 50 countries and over 300 colleges and universities around the world. Imagine the possibilities with that kind of membership! We even have two members that have actually done PR work on, or for, Antarctica. No kidding. So, we have PR people representing all 7 continents. I find that to be both funny and cool.

I fear thanking individuals, because I know I’ll leave someone out. That said, I do want to at least acknowledge and thank a group of people that have helped me both behind the scenes and actively on the site.

We have a volunteer group of site administrators that both watch the site and allow me to bounce ideas off of them throughout the year. I am very grateful for their kindness, patience and wisdom. I owe them a great deal. The site does, too. (God help me if I leave anyone off. It’s 3 a.m. and I’m sort of spinning now.)

They are, in no particular order: Phil Gomes, SVP Edelman Digital; Dr. Mihaela Vorvoreanu, Clemson University; Dr. Karen Russell and Dr. Kaye Sweetser, University of Georgia; Dr. Barbara Nixon, Georgia Southern University; Professor Kelli Matthews and Dr. Tiffany Derville Gallicano, University of Oregon; Dr. Ginger Carter Miller, Georgia College and State University; and Dr. Corinne Weisgerber, St. Edwards University.

Dr.s Miller and Weisgerber are our most recent volunteer administrator/advisors. I’ve been bad about getting back to them, by the way. My apologies for that. I do appreciate what all of you have done for me and PROpenMic. I already respected each of these educators a great deal. Having now been able to interact with them more, that respect and appreciation has only grown. They are remarkable people. Thank you!

Also, I want to thank just a sampling of people that have taken it upon themselves to help the site by contributing via blog posts, forum topics, videos and more.

Phil Gomes’ “A Minute with Phil” is the largest group devoted to such content. Peter Shankman hosts his video series, “What’s Hot on HARO” and “Buy Peter a Sandwich”, on PROpenMic. They have brought great attention to the network. In fact, Peter has likely brought in more new members (maybe 500!) than any other supporter of the site, too.

There are many others that have contributed over time. Leo Bottary has shared 31 blog posts. Anna Osgoodby has posted the most photos, 39. Students from Leeds Metropolitan University and Bournemouth University have likely been our most active and prolific contributors from Europe. The list goes on … I will try to add to it later today. Please comment below with the glaring omissions I’m sure I’ve made.

We have a Facebook and LinkedIn group, too. We’re on Twitter. PROpenMic has a presence.

Have we realized our full potential? No, of course not. As a volunteer social network with an organic focus (let the network be what it wants to be), we’ve really just watched the site grow and adapt. I actually like the aspect of creating the site, then letting it go where it wants to go. Yes, I’ve tried to provide some guidance, but really … as a volunteer endeavour, not that much.

Aside from a brief experiment, for class purposes, using ads in Facebook, we really have not done any organized promotion or advertising. This semester, for example, is the first time all year that I’ll really let the students take it over for about three weeks and do that “social network management” function. I want that to be an ongoing aspect of the site, and even want to involve students from other students around the world.

The organic (put the site up, watch it and see what happens) kind of philosophy has worked for PROpenMic. This one year activity report shows that PROpenMic either comes close to, equaled or surpassed (in traffic and ranking) sites like MyRagan.com, Communitelligence.com, PRSSA.org, and HolmesReport.com. We even come very close to O’Dwyer’s PR/Marcom news site.

By the way, I don’t mean to pick on those sites. I merely tried to find similar sites (at least dealing with public relations) that had similar traffic numbers and search ranking. Trust me, no one was as surprised as I was to realize that we were so comparable to those sites. It stunned me, really. They are, in some instances, part of million dollar businesses. Hello? And we’re matching their traffic/activity/rank numbers?

Admittedly, some months those sites beat us. I’ve noted that our activity seems to follow college terms. When students are in school, we’re quite busy. When they’re out of school, not so much. However, over the breadth of a year, we’re equal to or better than the other sites’ traffic/rank performance.

What does this all mean?

I take it to be an indicator that niche social networks can work, even without a budget. Imagine what we could do if we had the budgets of those for-profit commercial sites.

I’ve seen more and more schools begin to embrace the idea of a private internal social network for their own students and alumni. We started one at Auburn University this summer. Georgia Southern is launching one now, too. Others have privately mentioned it to me, as well.

I believe that, with effort, PROpenMic and other niche social networks can become positive additions to classes in college PR programs around the world. In fact, an international PR class could be taught using the resources to be found in PROpenMic.

Here is just a small recap of activity on the site. Hope it helps you get a feel for how active we’ve been.

• There are 4154 members on PROpenMic
• 164 new members joined during the past week
• euzinha_lindinha … is the most popular photo to date
• There are 629 photos on PROpenMic
• Minneapolis Mayor… is the most popular video to date
• There are 262 videos on PROpenMic
• The Hobson and Holtz Report, For Immediate Release, is the most popular audio/podcast to date (see the frong page audio player)
• There are 323 audio files on PROpenMic
• Digital Dirt is the most popular forum post to date
• There are 438 forum topics on PROpenMic
• There are 56 events on PROpenMic
• Want People to Find Your Blog .. is the most popular blog post to date. And, since I’ve been so bad about keeping up that list, I’m grateful to Adam Lewis for his new Wiki of Student Bloggers.
• There are 872 blog posts on PROpenMic
• There are 60 groups on PROpenMic

Well, that’s the best I can do, so far. I hope this helps you get a feel for what’s happened throughout the year.

Thank you all for your interest, patience and contributions. Here’s looking at a second year!

So, what are your thoughts about the network and where would you like for it to go in the future?

SNCR NewComm Forum 2009

The 5th Annual New Communications Forum is slated for April 27th - 29th, 2009. Hosted at the Marriott Hotel at 4th & Mission in San Francisco, CA.

http://www.newcommforum.com/2009/

REGISTER NOW WITH DISCOUNT CODE SNCRFRIEND & SAVE $100. PARTICIPATE IN THE ENTIRE THREE-DAY CONFERENCE FOR JUST $695 OR JUST ONE DAY FOR JUST $395

Now celebrating its fifth year, NewComm Forum is the premier conference that brings together thought leaders and decision makers to discuss the impact of social media and emerging communication tools, technologies, and models on PR and corporate communications, marketing and advertising, media and journalism, business, culture and society The Forum provides an in-depth exploration of the future of communications. In its five year history, it has come to be known as one of the world’s leading conferences focusing on the latest trends in new emerging media and communications platforms.

NewComm Forum is a focused conference specifically designed to teach communications professionals the strategy and tactics to effectively utilize the power of social media and new communications tools and trends. NewComm Forum will feature real-world, award-winning case studies from leading companies, best practices and lessons learned for:

• Social media & innovation
• How to build brand ambassadors
• Blogger & influencer relations
• Online community management & development
• Collaboration & co-creation strategies
• Organizational transformation
• Social media program management
• Online reputation management
• Social media metrics & measurement
• Social interaction design
• Crowdsourcing
• Micro-communications tools like Twitter
• Global trends in mobile media
• New media and journalism models
• Emerging business and organizational models
• Social media and the gift economy
• Social media and philanthropy
• ‘New economy’ issues and developments
• … and more!

Register at www.newcommforum.com/2009/ with discount code SNCRFRIEND and save $100.

PROpenMic.org Traffic :: One Year Anniversary

Our PR social network has been in action for one year, as of April 1st.  I thought you might like to know how we’re doing.  I’d also appreciate your feedback on the network.  We can’t get better without hearing from your members (and those that haven’t joined, yet, too).

Here’s an update on PROpenMic’s traffic over the first year. Only April ‘08 through February ‘09 (11 months) are available.

I’ve used publicly available information from Compete.com and Alexa.com.  They are services used by media buyers to determine rates for ad buys, for instance. Read more

Robert Scoble as J.J. Hunsecker? Wine Me & Dine Me

Robert Scoble doesn’t like PR or journalism.

Robert Scoble: A Citizen Journalist Contradiction

Wine Me & Dine Me (or, I’ll whine about bad PR)

Alice Marshall has a post about Robert Scoble’s recent audio blip heard round the block.

“Last Thursday’s edition of For Immediate Release contained a very troubling rant by Robert Scoble about the clueless PR pitches he has received. Scoble prefers to be pitched over dinner…” (Source) Listen for yourself. (The complete podcast is on ForImmediateRelease.biz.)

I think Alice is on to something here.

Update: George Snell notes, in comments on Alice’s blog, “Scoble should not be preaching to PR people about best practices considering that he just received thousands of dollars from Cisco to cover their news - giving Cisco full editorial control over his content. (Source) More info here.”

Robert, we PR people actually do have codes for best practice. I know you’ll be suprised to learn that most people actually pay attention to them. Remember now, Robert, your tech PR experiences aren’t necessarily representative of all PR practice.

Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent.

Examples of Improper Conduct Under this Provision:

A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product.

A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. (Source)

To recap, Robert Scoble wants PR to return to the wining & dining days that brought such an unsavory reputation to the practice, years ago. Well, not exactly. But, if you want Robert Scoble’s attention … oh yeah, baby!

Oh, Scoble tried to wiggle out in a comment, but Alice was having none of that. Hey, they were your words, Robert.

Is Robert Scoble becoming J.J. Hunsecker? May I paraphrase the the tagline, please…

They know him - and they shiver - the big names of technology, venture capital and (shudder) … blogs. They know Scobleizer - the world-famed columnist whose tech gossip is gospel to seventy-four thousand Twits, thirteen thousand FriendFeeders and who knows how many Facebookers! They know the venom that Flickrs in those eyes behind the glasses - and they fawn - like (insert a sheep’s name here), the kid who wanted “in” so much, he’d make a nice dinner to stand up there with Scobleizer, sucking in the sweet smell of success! This is Scobleizer’s story - but not the way he would have liked it told!

Strange thing is, Robert Scoble told the story himself. Hey, he made the audio recording and shared it.

Surely, every practitioner should know his/her audience. Scoble’s right about that. Build a relationship.

Christopher Locke, of Cluetrain Manifesto fame wrote a similar refrain (absent the “serve me dinner” option):

So instead of pitching the product, I started talking to journalists about stuff like that. I figured I’d just pretend to be working until I got fired for goofing off. But something amazing happened. As soon as I stopped strategizing how to “get ink” for the company that was paying my salary, as soon as I stopped seeing journalists as a source of free advertising for my employer, I started having genuine conversations with genuinely interesting people.

I’d call up editors and reporters without a thought in my head — no agenda, no objective — and we’d talk. We talked about manufacturing and how it evolved, about shop rats and managers, command and control. We talked about language and literature, about literacy. We talked about software too of course — what it could and couldn’t do. We talked about the foibles of the industry itself, laughed about empty buzzwords and pompous posturing, swapped war stories about trade shows and writing on deadline. We talked about our own work. But these conversations weren’t work. They were interesting and engaging. They were exciting. They were fun. I couldn’t wait to get back to work on Monday morning.

I imagine Scoble likes that point of view.

If you know that the only way to reach Robert Scoble is to invite him to dinner and court his friendship, then you have a chance to gain his attention. OK, but this dredges up some rather ugly images of media placement from years ago.

Let’s face it, Robert Scoble has expressed his disdain for PR many times. What’s so funny to me is that his area of interest, the technology scene - primarily in California, is such a small bubble in the broader world of PR practice. Don’t expect Scoble to acknowledge that, however. He’s perfectly happy to say “how PR is being practiced” rather than accepting that it is the smaller tech PR sector that is letting him down.

Yes, Scoble was an early adopter. Yes, he has had some great ideas and done some remarkable things. But, it is beginning to seem like he was really just getting a head start on building his fame. I can’t help but wonder if he’s becoming to technology what J.J. Hunsecker was to gossip. Wait, is what Scoble does simply tech product gossip? Oh, my god! Well, if he can get all chummy with you and get invited to your parties, maybe so.

Scoble has also expressed disdain for his own journalism degree. Not surprising, since those journalism classes likely emphasized not taking dinners for your attention (especially for coverage). Back in 2005, Scoble left a comment for one of my students, “I have a journalism degree. It isn’t worth that much, believe me. If you want to get paid there are a lot better things to do with your time in school.”

Robert Scoble, I think you’re on some rather shaky ground here.

I know I’ll be pounded by your loyal followers. I don’t mean it to sound bad, but this idea you have of schmoozing for your attention … well, it’s a bad practice. I hope you wake up before the credits roll.

All I would like to see is for Robert Scoble to, with regard to his PR rants, just once, stop staring at his own tree and look at the forest. Your walled garden has a gate, Robert. Walk out of it and see the entire PR world, please.

Miiko Mentz :: Her Unpunched Cluetrain Ticket

A recent post by PinkMoxie, Miiko Mentz (see MiikoMentz.com and FutureWorks PR and Bub.bilicio.us), addressed a post by Jeremy Pepper in his Tumblr blog, Embargoed Release from Mindtouch.

Miiko “is the senior director of New Media & PR at FutureWorks, a social media strategy and PR firm. She also contributes, as a video producer, to Bubblicious, a blog that covers the Social Economy.”

One would think that a director of social media would be unafraid of a discussion, particularly one she started. Well, I posted on her blog in response to Miiko Mentz’s views about good practice and how to behave in social media.

My comment, I believe, was reasonable (even polite) while also being contrary to Miiko’s views. The comment has been deleted. Hmm? A post about how others should behave online denies contrary opinions?

So, I thought I’d share that comment here. I don’t know that I have the ‘exact’ wording of my comment, but I do tend to write things out before I share them.  Then, I’ll paste the text into the comment area on the blog I’m addressing. The following is a draft I saved before posting in Miiko’s blog.

By the way, I wrote to Miiko (yesterday) asking why the comment was deleted. She has since approved other comments on that post since I shared mine.  She has also not yet replied to my email (her choice, of course).   Others saw the comment before it was deleted.

Look, I don’t really care if my comment gets posted in her blog.   The real point here is simply Miiko’s choice to call someone out and now it seems Miiko is averse to, afraid of, contrary views.

My point, simply put:  if you have a blog and receive a comment that does not offend any stated comment policy, why would you delete it?  If you are the “senior director of New Media & PR,” is this path a good practice of social media?  I have tracked back to her post.  Let’s see how it goes.

Here’s the comment, you may decide for yourself.  Remember to read Miiko’s post and all the comments first, as that’s the only way to take this in the proper context.

Comment:

Well, goodness. This has certainly spawned many tangents. I’ll avoid those distractions and address the initial issue.

What was the original reason/rationale for Jeremy’s post? Sure, he accepts all pitches … but, do you (your colleague) know enough about him (and his usual blog topics & tone) to understand why he accepts them? I’m guessing the answer is no. Sorry.

I’ve read his blog for a long time. I can’t imagine Jeremy Pepper writing about this pitch’s topic in a positive manner. Seriously. Never.

That’s what I’m betting first got his attention. But, to really get Jeremy to write, you have to give him more. Your colleague did not disappoint.

There were three pretty crucial errors that followed the primary 101 best practice failures and, I believe, they likely set off Jeremy’s ‘post’ trigger.

The pitch preceded the development of a relationship and understanding with Jeremy. Next. the pitch shared pretty much the whole story prior without gaining that embargo agreement. Finally, your colleague didn’t know and understand her target audience - Jeremy Pepper. It’s really pretty simple.

The worst, most egregious error, may well have been calling Jeremy a “guru” in the pitch. Yikes! Shudder! He doesn’t like that term.

Next, Jeremy uses the Web 2.0 phrase, but he uses it mostly as a term of derision.

Finally, Jeremy rarely (if ever) writes about apps. He’s about as big a fan of SMRs as you are of the the “good ole boys” network.

Again, if you and your colleague knew Jeremy, you’d realize that he is *not* a member of that club. He’s the chief thorn in their side. ;o)

A mentor, Jeremy is. I can attest to that, as can my students and many others. Now, his tone may have an effect upon people. But, again, you’d know that if you knew Jeremy and/or his blog.

Funny thing is, Jeremy was actually mentoring with his Tumblr post. Seriously. Be happy he posted in the Tumblr blog, not Pop PR Jots at blogspot.  (The reason?  It would have received a great deal more attention.)

I imagine you won’t see it this way, but Jeremy actually did you, your colleague, and your firm … a favor.

Rachel Maddow Slices & Dices :: Burson-Marsteller

Under the title, “AIG’s Image Problem,” MSNBC’s Rachel Maddow crafts a rant against AIG and Burson-Marsteller.

In her 3:44 minute rant, Maddow calls Burson-Marsteller the PR agency “from Hell.”

This is a slice & dice unlike any I’ve seen before. Yes, TV talking heads have ranted against PR and firms for eons.

I’m not here to defend or destroy either Burson-Marsteller or Maddow. I do think this particular rant is a good example of creating a selective argument.

Maddow, in her rant, notes that Burson-Marsteller was involved in representing corporations in some of the most high profile crisis events in recent history. From Bhopal to Three Mile Island … date rape drug on toys and faulty breast, and more, Maddow notes that B-M was one of the firms involved in post-event PR. She neglects to note that there were likely many PR agencies involved in those cases. She implies that B-M was the only firm.

Further, Maddow states, “When Evil needs public relations. Evil has Burson-Marsteller on speed dial.” She then points out that Mark Penn, Hillary Clinton’s pollster and chief strategist, is the CEO of Burson-Marsteller.

Almost all of the B-M clients/cases Madow refers to are those that we teach as case studies to learn the pros and cons of both corporation practice and PR practice. To me, this was interesting to watch.

My questions? Was Maddow fair or has she begun to embrace, on occasion, the MSNBC/CNBC “Howard Beale” mentality of commentary? Your thoughts in comments, please.

Here’s the video and an update. Maddow replies to a leaked internal memo by Mark Penn offering a rebuttal to Maddow’s first commentary.

Part I	Part II

Auburn Plainsman: Editorial Board’s Strategy and Tactics Questioned by Alumni and Fans

Danger, Will Robinson. This is probably longer than you would like. I’m trying to give the story some background, as little exists in the editorial (and ensuing comments) this crisis has spawned. I’m sure I don’t have all the details, but this may help to better put the controversy into perspective.

I love Auburn. I think you know that, if you’ve read this site even a few times. The background is at the top of this post, so if you don’t want that (although I think it is important) go to the event.

Some background. I am not now, nor have I ever been, a member of The Auburn Plainsman staff. I am also not (thank goodness) involved in this controversy in any way. I’m a spectator.

Full disclosure: I have had many dealings with the Plainsman over the years, ranging from stories to purchasing advertising. The vast majority of those dealings were very positive and productive, but sure … there were a few bad ones. I can only think of two or three bad experiences, out of hundreds. Still, that being said, I care about, and respect, the Plainsman and wish for it and the journalism program to prosper.

In the past, I have advised the Auburn Glomerata, the campus yearbook. I was also the station manager for WEGL, Auburn’s student radio station and I founded Eagle Eye TV, the Auburn student television program. I offer those bits to illustrate that I do have some familiarity with student media on Auburn’s campus. Finally, the journalism program resides within the department where I teach, Auburn University’s Department of Communication and Journalism.

That introduction offered, I tend to look at controversies from a public relations perspective, so this recent kerfluffle has caught my attention.

I’m writing about this, at the risk of being beaten senseless by my colleagues, because it serves as a good case study for crisis management. I know my students will be talking about this, as it has happened in our own front yard. What follows are only representations of my observations. They do not necessarily represent the opinions of anyone at Auburn University.

Auburn people love their institutions. I’m one of them. The Auburn Plainsman is a time honored institution, too. For the record, “The Plainsman (is) the second most honored collegiate newspaper in the nation” and has 23 college Pacemaker Awards to prove it. You’ll note that their last award was in 2005. That may well play into the frustration exhibited by the current Plainsman staff.

This latest controversy shows that The Plainsman deserves better than they are getting, in many ways.

The Event: On Thursday, a very unhappy experience transpired. The Auburn Plainsman student editorial board chose to post an editorial on the front page. It is unhappy for the Plainsman staff and for the targets of their editorial. It is unhappy for everyone.

To say that they ran it on the front page, however, does not do this incident justice. A front page editorial is intended to draw attention to something the editorial board deems important to the community. To place it above the fold, gives the editorial greater significance. But, to run it above the flag/nameplate is really the same as a declaration of war, or peace (see images). Well, that’s what they’ve done … but on a local (mostly internal) battlefield.  Hey, even headlines of some of the biggest events in history didn’t make it above the flag.  Two below did, two didn’t.

Now, to place this in current day perspective, more and more newspapers are playing with their front page layout and design. Many will now run news boxes above the flag, even wrapped around the flag/nameplate. Here’s a perfect example from The Birmingham News.

In defense of the students, information above the flag is no longer so rare or to be unexpected in other papers. It may be that the tone of this editorial - combined with its banner screaming placement - is what helped set people off.  But, since it was such an unexpected event and really deals with internal fights, was this strategy wise?  Yes, there are implications for the community, but perhaps the students over-estimated their worth in the eyes of many readers.  Hey, it’s possible.

Looking at many front page examples you’ll see that generally most news goes below the flag/nameplate and rarely (I’m still looking for examples) does an editorial go there. If you can think of an editorial above the flag on a newspaper throughout history, please share it with me.

This is pretty much unprecedented for the Plainsman. Most all of their issues (that I can remember) have flags at the top of the page. I’m sure they have run front page editorials before, but none like this (that I can remember). For context, front page editorials are not unprecedented for newspapers. (See here and here.) In fact, they seem to happen quite often lately, especially with the wars and economic turmoil we’re experiencing.

Why so much attention to the flag/nameplate and the editorial’s placement? Well, in journalism circles that placement is considered pretty important. Some might even call it sacred space. “Sometimes editors have really rigid ideas about what can go on the front page,” said Eric Deggans, TV and media critic at the St. Petersburg Times, in an American Journalism Review story (unrelated to this story).

I’m a film buff, so the Plainsman’s editorial initially struck me like something out of Citizen Kane. If you’ve seen the movie, Kane publishes a statement of principles on the front page of his newspaper. The Auburn Plainsman’s motto is “A spirit that is not afraid.” Well, they certainly weren’t afraid to publish this editorial. Now, in the movie, Kane goes on to violate his stated principles repeatedly throughout his newspaper empire’s life. This action by the Auburn Plainsman’s Editorial Board certainly doesn’t equal the fictional Kane’s transgressions, of course, but it does raise questions about fairness and the judgment of youth.

Many Plainsman alumni have voiced their concerns in comments on the Web and the majority are not happy with the current editorial board’s decision, or tactics.

The setup. The Auburn Plainsman published a front page editorial, above the fold … in fact, above the flag/nameplate, in the Thursday, February 12 edition. Download the front page PDF.

The main focus of their attack is on the paper’s general manager, a university employee. Now, I’m referring to this as an “attack” because the story came out of nowhere. There had been no coverage in the paper that I know of, and there had been no previous editorials inside the paper. I hadn’t even heard of all this internal fighting - and I teach here. Of course, that’s not too uncommon. ;o) I’m usually the last to know anything.

Here is part of what the nine member editorial board had to say:

We have lost confidence in the current management of the business side to reverse this dangerous trend (declining pages & ad revenue). While these are hard economic times, we believe new management of our business operations is needed now. It is because of this belief, we feel our general manager should be replaced by those who hired her.

2.12.2009-A1

In campus backstory talk (combined with listserv posts by Auburn Plainsman alumni, staff and advisors - present and past), we learn that this is a problem that has been brewing (if not boiling over) for years. It is not a new controversy and reports from those involved say that negotiations through traditional administration channels have been repeatedly pursued by both students and faculty. Advisors and students have had discussions with the Auburn Dean of Students and the Auburn President. The feeling is that their concerns have not been acted upon. Frustration has set in. Big time.

Again, to remind you of the passion people feel for this student newspaper, let’s remember that The Auburn Plainsman is not just any student newspaper. Aside from the paper’s many awards, alumni of the newspaper have gone on to illustrious careers in local community newspapers, as well as state, regional and national newspapers and magazines. Of late, Cynthia Tucker (a 1976 grad) has received a Pulitzer Prize for her work as editor of the Atlanta Journal’s editorial page. Serena Roberts recently broke the story about the use of steroids by the New York Yankee’s Alex (A-Rod) Rodriguez. Roberts writes for Sports Illustrated magazine. Those two are just a sampling, I assure you.

The list goes on. So many local newspapers in the south (and around the nation) have Auburn alumni on their staff and, in some instances, leading their paper as editor or publisher. Again, this is not a story about just any college newspaper. In some, perhaps many instances, the Plainsman’s alumni have a stronger connection to the paper than they have to the university. This is one tight, protective family. They love the institution they work(ed) for and want it to uphold/retain the proud reputation and traditions they experienced.

Critique

Although I’ve shared some opinions above, I’ve tried to remain fair in my observations.   I’ll continue to do so and share my main critique and observations of the editorial here.

The editorial begins with the statement, “This is not about us, the current Plainsman staff.”  (Emphasis mine.)   The editorial then goes on to contain 25 instances of the word “we” throughout the copy. One instance is in the headline and another is repeated in a pullquote.

Um, you don’t claim this is about the institution and then talk about yourselves repeatedly throughout your editorial. I believe this is a big reason why so many have had such a negative reaction to the editorial. Many of the comments in response to the editorial have stated, essentially, that the editorial board should wake up and grow up … as in, welcome to the real world of newspapers in the 21st century.  Also, seasoned journalists say, hey - you’re not going to like the decisions or work quality of your bosses all the time.  It goes on…

Next, no one is really speaking publicly about this. That silence raises natural questions. Had the following questions, for example, been addressed in the editorial - this negative backlash may well not have happened.

Some questions:

• Did the current or former advisers know about the impending publication of this editorial?
• Did the advisers (both formal and informal) offer counsel to the students? Did the students seek their counsel?
• Do you know that in this particular dynamic relationship, the Plainsman’s advisor may really only advise. They cannot tell the students what to do. Such is the way the relationships are setup.
  This is important. The ultimate decision, as I understand it, is in the hands of the student editor’s hands with regard to what get’s published. I believe that the editorial board would vote as to their support for adding their name to any editorial. I do not know what their process is, however. It appears that all of the student editorial management names are on this editorial.
• Did the students consult a lawyer before proceeding with this editorial? Some have suggested that their editorial is an unfair attack on one person, the general manager. They did not name her, but they did identify the job title and there is only one person in that job. She may buy ink by the barrel, but she has no control over how the ink is used - the students do. And, they’ve just spilled a whole barrel on her. So, was this editorial fair to her?
• Did the students do any pre-screening of influential Plainsman alumni to gauge support for such an act?
• Did the students consult with the Journalism Advisory Board, a group of journalists (mostly, if not all, alumni) that serve to advise the academic program?
• Why didn’t the students do a better job writing the editorial? Why didn’t they first identify questions that would likely arise and then answer them as best they could. Associated stories, sidebars and more could have filled the voids.  They certainly had room in print and online to do all of that.  It just doesn’t make much sense.

I really don’t know the answers to those questions. It just seems that had those issues been addressed, those things been done, this may not have played out the way it has.

Also, you should know, The Plainsman has (and has had) an online presence for some time. However, they have never really embraced it. Look at many of the comments and you’ll see that is a repeated theme. Now, had the students stated that they actually have a new online (much more involved) newspaper coming within the year (which they do indeed have coming) … this may have helped to deter some of those comments.  Had they illustrated their own attempts at innovation and attempts to rectify the differences, that too would have helped.  But, look at the editorial.  Not much there.

Back channel talk says the Plainsman’s new online strategy is something they have been working on and it will be launched soon. Again, there is too little background information shared by the editorial board and too little context provided to bolster their claims. The absence of this rather compelling information only served to hurt the editorial board’s reception by their readers. It is almost as if the editorial board is their own worst enemy. Perhaps they could not sufficiently step back and fully analyze their strategy and tactics before moving forward. It wouldn’t be the first time something like this has happened.

In the comments section on the editorial’s Web page, the sentiment currently runs strongly against the editorial board’s decision to run the front page editorial. On the alumni listserv, the sentiment also seems to be mostly against the decision. However, the tone on the listserv has several instances of much wiser counsel and somewhat calmer evaluation of all that has transpired over the last few days.

The comments on the editorial’s Web page have even turned ugly. The discussion has spilled over to blogs (here, too), and Twitter. Again, the response there is largely negative toward the editorial board. There are some (as WordPress calls them) “anonymous cowards” taking sides with the editorial board, and some are quite nasty. I don’t know that I’ve seen an attributable positive comment outside of the listserv conversations.  This kind of snarky nastiness cannot serve a positive purpose.  Did the editorial board even think about the online spread of this story?  They have not been responding, at least not in their own names.  Are some of the anonymous comments from the editorial board?

Update: The Birmingham News posted an article (that link is was a MSN cache of the page, it too has been removed) but the article was inexplicably pulled down. A Bama student has published this LiveJournal post. A re-blog of the last post by Charlie with notes. This week, with the Plainsman’s own follow-up editorial sharing greater detail, we also see two Letters to the Editor in the Plainsman, one of which also appears in the O-A News, and this blog post by Charles Apple. Finally, and perhaps the most devastating bit of information to come out, Niki Doyle (a past Plainsman editor) confirms, from the Dean of Students, that the GM had “turned in her retirement paperwork on Dec. 11, 2008. In other words, she had been planning to retire long before this low blow dealt by the editorial board.” That makes the initial editorial seem quite uncalled for and petty.

The comments are all over the place. There are suggestions that these students have damaged some future job options, as the people doing the hiring have seen this and are not pleased. There are anonymous former Plainsman staffers lashing out with their own personal vendettas over perceived unfairness and firings. It is quite ugly.

My point here is that the actions by the editorial board are perceived, so far, by the majority of people interested in the story as a bad decision. Further, the controversy has led to some rather heated and unsavory comments to be exchanged. Even worse, many of these comments have been anonymous, making the environment even more questionable. Had the editorial board done some advance work, speaking with alumni and influentials, before publishing their editorial … some of this could have been avoided. Further, had they not gone from in-house bickering and background discussions with administrators to a front page above the flag editorial, they might have been better received, too.

Look, the editorial may have been justified.  It may bring about positive change.  But, there isn’t sufficient information out there to justify it in the eyes of the majority of alumni and readers who have taken the time to respond, so far.

There is a phrase. “You can’t unring the bell.” The Plainsman has now rung the biggest bell they have. Had they taken their first shot across the bow with a more reasoned, focused editorial inside the paper, then - later on - they might have been able to go to the front page if things didn’t work out as they wished. As it stands now, they have launched all battleships. The first skimish is a failure, IMO, so far. Who knows what this week will bring as people begin to learn about it. With the overwhelming external public feedback being so negative, so far, the Plainsman editorial board is quite sunk without a big turn around in the week to come.

To have run this not only on the font page, but above the fold … even above the flag, well … the Plainsman now has no other recourse. To hit the front page with another editorial on the same topic will seem kinda sad. Again, they cannot un-ring this bell.

I feel like they launched a massive (unexpected, at least publicly) attack on one person when an inside the paper, better written and reasoned, editorial might have been a wiser path. The lack of background information, for those just now learning of the internal squabbles, has also fed the backlash, in my opinion. That, too, could have been avoided with a wiser strategy and tactics.

Some feel that, despite the backlash, these students may have awakened many people to the problems. Well, sure. You drop a very public big ‘ol unexpected bomb in the front yard, people will notice. The general manager has apparently announced that she will retire in about a month. So, the students get their way on that one count, but what about the backlash? We’ll see this week. I really doubt this one is over. The Thursday edition of The Plainsman will likely be quite interesting.

Finally, some wonder how the Student Communication Board will react.

The official student newspaper, the Auburn Plainsman, is under the direct supervision of the Assistant Vice President for Student Life and has a faculty adviser from the Department of Communication and Journalism. Other major student publications (Auburn Circle, Tiger Cub) are under the supervision of the Director of the Foy Student Union. The SGA Code of Laws established a Communication Board, with representatives from Student Affairs, the Department of Communication and Journalism, and the student body.

Something tells me that there will be a meeting about this soon. Ya’ think?

This post certainly doesn’t address all of the issues at hand here, but I do hope it at least helps to put the controversy in a bit more perspective than has existed over the weekend. I hope the discussion proceeds in a much more calm and constructive manner in public, too.  The Plainsman is too important to lose.

The story is now only four days old. Who knows what will happen this week.

Recruiting & Promotion: What Colleges & Universities Should Be Doing Online

Today, I responded to a CASE listserv request about recruiting blogs being launched by colleges. I have a lot of ideas about this kind of campaign. I’m sharing here in hopes you’ll offer some feedback, too. Thanks.

Here’s what I shared on the list…

You’ve likely already thought of these, but FWIW - here goes …

Short story? Video. RSS. Re-purpose the content in other sites - off-campus. Build a team of student influentials.

Ideas? Use video … video is the most popular draw and it can serve to tell the story in a way that really “shows your school” to the potential students. Keep ‘em short - under 2 minutes. Video is fun. Video is real people (peers) sharing the school’s identity. They own it (the identity) and create it / morph it every day. Not the school. Allow them to put your view of the identity into their words. (Caveat: set guidelines for your students … what can and cannot be shown.)

Students at campus and off-campus events showing it happening and also interviewing students & others. For the off-campus life stories, see the caveat above. Students interviewing students and faculty about classes / campus environment …. staff interviewing each other, various student services people on campus and more.

Again, keep the videos short. It really is important.

Examples of research? Just days old, Generations online:
http://pewresearch.org/pubs/1093/generations-online

A year old, but good:
http://www.pewinternet.org/pdfs/PIP_Teens_Social_Media_Final.pdf

Invest in Flip cams or whatever kind of inexpensive, yet good quality, video camera and “give them” to a select group of students. Seven students? Ask them for one video a week. Stagger them out. Get students that are truly bought into the school and program. Even better? Pay them.

For the videos, don’t just put them in the blogs … use TubeMogul.com to post them to 15 or more video sharing networks at once. Maximize the possibilities of organic search to help people find your blogs & videos. Upload the videos to Facebook & MySpace, too. Place links back to your blog landing page in every description of every video on every site … along with your key terms & phrases as tags. Be consistent.

Create a landing page with RSS headlines of all the blogs. Editorial can create a top link set of the best blogs.

Setup a Facebook fan page and MySpace page and any use other useful social networks … RSS the posts into those pages. Re-purpose the content so that it is seen elsewhere, too.

Set a key string of keywords/phrases that get posted in each and every article. (WordPress Tags)

Give the site a prominent front page placement on your school’s gateway … a 150×150px icon, for instance. Yes, I know how difficult that can be to gain acceptance for, but without that buy-in, do any of us really expect success? That’s where many of your potentials will first land in most instances.

Bring the key students together periodically with soda & pizza to get them thinking as a team. Create a team of ambassadors. Give them t-shirts. Build a tight community of believers.

Why more schools don’t do this, I just really don’t understand. Colleges have built in influentials … your students. Is it risky? Sure. Can you monitor and guide it along? Yes, but with a light hand.

Honestly, I don’t understand why all colleges/schools/departments within a university don’t do this in coordination with Admissions. Think of the search possibilities all of that combined constantly new content can drive toward your Web site.

I share all the above at the risk of sounding too “online slap happy.” Still, I really do believe that these tactics can help your strategy of attracting viewers. I’m not drunk on social media koolaid. I recognize the risks. But, with a good relationship with the students you choose, and giving them freedom (feeling empowered to help the school), I believe you can be successful.

On top of all that, this really is an inexpensive way to boost your recruiting program. It isn’t a panacea, but it is the way to go, IMO.

OK, that’s what I shared. There is so much more to it, but I’m truly sold on the possibilities of these types of programs. The one thing that is still missing today? Buy-in from the higher ups. One of the greatest frustrations.

One would think, in a time requiring inexpensive yet worthwhile initiatives, this would be adopted with glee. Still waiting.

Twitter’s Popularity :: Has it Jumped the Shark? I don’t think so

I really don’t like to post something that I fear will cause an unhappy disagreement, but what I read this evening on Social Media Today, Twitter losing its cool, just leaves me scratching my head. It is a post by Niall Cook, the worldwide director of marketing technology at Hill & Knowlton.

Please forgive me for being the one to question Niall’s premise.  I am not trying to be impolite.  After reading the post, I went out for a look.  I found these examples and would like to hear how Niall balances action/practice with his post. You’ll have to go read Twitter losing its cool first, to make sense of my comments and questions here.

Essentially, Niall’s premise is that celebrities using Twitter, and not returning their fans’ (followers) kindness by following back, is just wrong. Niall suggests Twitter has become a place for “audience interaction” - as if it wasn’t before? Hello? I think Niall is suggesting that Twitter is being used inappropriately by these celeb invaders on this heretofore land of the early adopters in an asymmetrical manner, not the two-way symmetrical model we in PR & marketing want the world to follow.

Niall poses a “Twitter Reciprocity” standard. Here’s what I found…

Niall Cook on Twitter:  Following 59;  Followers  328;  Updates  717 - Just under 18% Twitter Reciprocity

SocialMedia2Day on Twitter:  Following 1,734;  Followers 1,995;  Updates  752 - Just under 87% Twitter Reciprocity

SocialMedia2Day is pretty much just a feed of links.  It is certainly not an example of a conversation (or connection).

I suggest that neither Niall or SocialMedia2Day are practicing what Niall’s preaching: “A way to ‘connect’ with the ordinary man and woman on the street.”  Sure, SocialMediaToday does follow back. But, let’s be real folks. No one is likely reading the account, so why not follow back.  It is effectively a bot.

And, while we’re at it, does anyone really think Twitter (still the venue of mostly early adopters - thinking global here) is a place to reach that “ordinary man and woman on the street”?  As if such a person or demographic exists, of course.

Niall seem’s to be practicing his own version of selective contact on Twitter.  That’s fine, and it is Niall’s right - and all of our’s, too, of course.  Anyone might well be seeking to do that.  It isn’t as if the practice weren’t the way our marketing world has worked for decades (if not centuries). If that’s the way you want your Twitter account to work, more power to you.  Isn’t social media supposed to serve the individuals desires, not fit some standards? Wait, I’ll have to recheck my Cluetrain awareness and sensitivity.

But, Niall is still practicing more of an asymmetrical form of communication - one to many (or broadcast).  Where is the two-way symmetrical communication model present in Niall’s own practice on Twitter?  Further, given his critique of celebs with thousands & thousands of users, can one person (without a staff to help) really accomplish the two-way conversation feat on Twitter with a large following (and keep a day job)?

SocialMedia2Day is most definitely using Twitter for the same purpose Niall seems to indict the celebrities for doing.  Some celebs and brands are merely dumping an RSS feed into the stream, just like Social Media Today.  That, again, is perfectly alright.  Still, it does not meet Niall’s standard of connecting with anyone.

One of those celebs, Stephen Fry, is practicing a better connection - Twitter Reciprocity - ratio than Niall and many commercial Twitter users.

Following:  32,053;  Followers:  109,155;  Updates:  1,114  -  A little over 29% Twitter Reciprocity

All that being said, let’s not forget that every user gets to choose who they wish to follow, right?  So, does any of this really have any manner of effect upon how useful or cool the application/site is for all users, Niall? I don’t much notice the celeb users. Here’s a clue. I don’t follow them. Out of site. Out of mind.

Lastly, I’m very curious about Niall’s “10% seems like a reasonable average (to follow back) for the normal person” declaration.  Why 10%?  If you only have say 20 followers, couldn’t a mere mortal pull of reading all their posts - 100%? So, 10% of what, Niall?  Can one person follow and connect with 10% of 100,000 followers and still accomplish anything else in a day?  Really? I don’t know that anyone can follow and engage with 10,000 individuals on Twitter (if they have 100,000 followers). Also, while we’re at it, what is a “normal person” and how did you come to that conclusion?

So many questions. So few answers.

New York Times :: Win a Trip To Africa with Nick Kristof

Win A Trip to Africa

Do Online Reporting / Videos for the NYTimes

This is an exciting opportunity. It would be wonderful if an Auburn student or a student member of PROpenMic won, wouldn’t it?

Phil Gomes, Senior Vice President of Edelman Digital, posted this to PROpenMic. I’m sort of reposting it here in blogs, too, in an attempt to get your attention. This is a great opportunity!

I’m pleased to invite you to apply for the 2009 Win-a-Trip contest. As I wrote in my column, I will take a university student with me on a reporting trip to Africa, giving the student a chance to blog for nytimes.com and to file videos to The Times and Youtube. — excerpt from Nicholas Kristof

See the story in the New York Times, Win a Trip!

Get the complete details here: Contest Rules, How to Enter, and more…

Visit the New York Times video channel on YouTube to see the Nicholas Kristof video.

I don’t guess I need to tell you how this opportunity would likely lead to a wonderful job opportunity in the future. Read the article and read the contest rules. Please consider applying. It is a once in a lifetime challenging adventure! Go for it!

I would love to see a student we’re involved with win this!

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