Weekly roundup

The Agency started out the week by discussing viral video, prompted by this PR Squared post. In that post, Todd Defren pointed to a satirical sendup of the viral video phenomenon, but The Agency sees nothing humorous in the concept. Other students took a more favorable position in comments, citing the publicity push for this summer’s hit Batman release, The Dark Knight.

Metis PR focused instead on the changing face of journalism, and the effects of this shift on PR practices. This is obviously a hot topic in journalism and public relations circles alike–see for example Todd Defren’s proposed Social Media News Release. Is traditional journalism really on its deathbed? JMC417 Students overall seem convinced that traditional journalism is around for the long haul, although probably to a much smaller extent than today.

IRIS PR tackled the thorny topic of measurement and monitoring in public relations. The team chose a movie clip to illustrate both the range of possible reactions, and the problem of a lack of response to opinion surveys. Are these major issues in public relations today?

Cast Communication referred to PR Squared (who seems to be getting a lot of traffic from JMC417 students this week!) in questioning whether bloggers can and should be considered full-fledged members of the media. In comments, students have pointed out that not all bloggers are cut from the same cloth: some are experts, and some are the worst kind of dilettantes. There’s no one-size-fits-all description. When is there ever, really? On a related note, TALLfore reflected on the nature of blogging: who chooses to do it, and why. This post was prompted by Kami Huyse’s thoughtful discussion on what it takes to be a successful blogger. But what, exactly, does “successful” mean in this context? Students are still discussing this question in comments.

Search Engine Optimization (SEO) was the focus of Sparkle Media’s post, which builds on this recent entry by Kamy Huyse. Until recently, SEO was all about keywords and other behind-the-scenes strategies for improving search engine results. Kami notes that content is the real focus of web communication, not keywords.

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