What's cool about social media?

As a millennial, I can easily recognize the effects of social media. Society has become fascinated with Facebook, Twitter, blogs, e-mails and other social media sites. These captivating, interactive sites have changed the way people communicate. Instead of communicating face-to-face, we rely on communicating through instant messages and e-mailing. Instead of using traditional media, such as newspapers and radio, we receive news from online. As the way we communicate changes, society tries to identify who are the new influencers of social media.

Social media are powered by their users. These users possess traits and characteristics that can be placed into one of the six categories of TechnologicProfiling. According to mediasocial.org, these categories include observers, joiners, producers, commentators, inactives and gatherers. Observers are people who read articles and blog entries, watch videos and listen to music that is produced by others. Joiners are people who join social media sites. Producers are people who create their own content through social media. Commentators are people who react or comment on social content. Inactives are people who are nonparticipants in any forms of social media. Gatherers are people who collect URLs and tags. Gatherers are influential to social sites such as Delicious.com.

Delicious is cool because this site is a social bookmarking site that allows users to share, collect and discover bookmarks from one location. It is important for public relations practitioners to understand social media because it is very prominent today. Public relations practitioners must be able to identify the importance of social media and apply it to communication tactics for public relations events and campaigns.

Climate Cover-Up

The implications of climate change and global warming are one of the most complex topics to understand. With the media's controversial depictions and the increasing amount of doubt, society remains perplexed about the effects of climate change and global warming.

James Hoggan, the co-founder of DeSmogBlog, addresses this issue in his book "Climate Cover-Up: The Crusade to Deny Global Warming." The book examines the corporate approach to the issue of global warming and reveals misconceptions on the topic. Hoggan questions the motives of corporate giants and uses metaphors to inform his audience of "whom to trust." He identifies these corporate structures as "lousy lifeguards," people who are untrained and put society at risk (Hoggan,7).

For example, Hoggan identifies Freeman Dyson as a classic lifeguard. Dyson is a well-recognized and established physicist/writer. He has won a multitude of awards for his outstanding work in science and journalism. Unfortunately, Dyson is also a major critic of global warming. According to the book, in the March 25, edition of the New York Times Magazine, Dyson was credited as being "the Civil Heretic." Although this was an esteemed honor, Hoggan expresses how the media misinterprets ideas of flawed sources.

"As a lifeguard, the last time Freeman Dyson went down to the bottom of the cliff to check on the rock pile was, well, never. He too has no background in climate science, having done no research whatever - ever - on atmospheric physics or on climate modelling" (Hoggan, 8).

This specific chapter resonated with me because it allowed me to recognize how our perceptions of climate change and global warming can be altered. It is imperative for public relations practitioners to gain knowledge from credible sources so that they can build relationships and enhance behaviors. If public relations practitioners fail to do so, not only will they lose clients, but they may also face losing credibility themselves.

Understanding Framing

Framing, a concept that identifies messages through a particular perception and moves a message accordingly, can be described as one of the most important techniques of a public relations strategy or campaign. Framing is important because it influences a public to understand or view a message from different perspectives and, eventually, allows the public to gain knowledge from the message.

According to Susan Nall Bales' article, "Breaking the Frame," framing was first introduced by Gregory Bateson in 1955 to describe "how preconceptions influence the way the public interprets and assesses a given political position or issue." Bales continues to explain how sociologist Erving Goffman published the book "Frame Analysis" in 1974. In his book, Goffman identified how people make judgments that allow them to gather their own ideas about certain messages. Goffman's approach was later applied to communication tactics (Bales, 1).

Communication messages are framed by the media. Bales proved this theory with an analysis demonstrated through surveys that analyzed past media coverage, examined possible frame patterns and recognized how "to open the minds of new policy solutions" (Bales, 1). Strategic Frame Analysis is the product of Bales' research.

In relation to the article "The FrameWorks Perspective: Strategic Frame Analysis," Frame Works describes strategic frame analysis as the approach to communication research and practice that pays attention to the public's deeply held worldviews and assumptions. Frames use metaphors, visuals, stories, context, messages, messengers and numbers to move a message. These elements permit the public to connect with new information (Frame Works, 2).

It is important for public relations professionals to grasp the idea of framing because they formulate and move messages for an organization and its publics. A public relations practitioner must be able to identify what messages are appropriate and how the public will receive those messages. If a public relations professional fails to effectively interpret a message, the public will not recognize the strategies or objectives of a public relations campaign.

The Tipping Point

Malcolm Gladwell's "The Tipping Point" is a portrayal of social epidemics that influence the way people communicate. Gladwell describes the "Tipping Point" as the moment when a idea, trend, or social behavior enters critical mass, threshold, or its "boiling point."

There are three rules of the "Tipping Point:" The Law of Few, The Stickiness Factor and the Power of Context.

Gladwell explains the concept of The Law of Few with the introduction of the aids epidemic. Darnell "Bossman" McGee, Nushawn "Face" Williams and Gaetan Dugas were all key players in this epidemic. These men were each guilty of infecting their sexual partners with the AIDS virus between 1995 to 1997. These men encompassed the Law of Few because they picked up on a trend and "tipped" the epidemic.

This rule embodies three types of social groups who control epidemics: connectors, mavens and salesman. Connectors are people who have special gifts for bringing the world together. Mavens are people who accumulate knowledge over time and have the most information. Salesmen possess skills that allow them to persuade a group of people.

The stickiness factor is when a message sparks contagiousness and makes a major impact on a person or situation. The stickiness factor allows a message to remain in your memory. According to Gladwell, the stickiness factor can be manipulated by simple changes in presentation and structure. This idea can make a difference in the impact of the message. For instance, Gladwell uses an example about the educational show, "Sesame Street." The producers of "Sesame Street" adopted techniques from television commercials, used live animation from Saturday morning cartoons, and invited celebrities to sing and dance in comedy sketches to enhance the knowledge of their preschool viewers. By using these techniques, the show proved that TV could be educational.

The Power of Context describes human beings sensitivities to environmental changes. Gladwell introduces James Q. Wilson and George Kelling's Broken Window Theory to elaborate on the Power of Context. This theory states that if a window is broken and left damaged, it leaves the impression that people do not care and encourages further destruction. This idea is apparent in the example of David Gunn, a subway director who used this technique. He created a new management structure that "cleaned up" subway trains and developed a rule that limited future destruction.

All of these ideas are important for public relations professionals to know. In order to become an effective communicator, public relations practitioners must know what type of communicator they are, must know how to make a message stick and must understand the changes in their environment.

What Generates my Passion?

Since the tender age of three-years-old, I considered my options for my professional career. I tampered with the idea of becoming a doctor until I realized that I hated science. I thought about being a lawyer until I came to the conclusion that arguing was not my forte. I even thought that singing could be my destiny until I figured out that I couldn't hold a strong note. As years passed, I played in my mind the simple question, "What is my passion?" I finally recognized that my love for writing out-shined all the other options.

As a public relations student at Florida Agricultural and Mechanical University, I know that my passion for writing is generated through my school work and my drive to succeed. I have adapted to the constant reminders that writing is the tool used to reach complete happiness and I have used my passion to help me progress in my prospective profession. Not only have I written for the school newspaper, but I have interacted with all realms of journalism. I use the knowledge from my school work, internships and job opportunities to ignite my excitement for writing and to propel me forward to learn more about my career.

One of the courses that I am currently enrolled in is Public Relations Research and Strategies. This course advances my enthusiasm for writing and for public relations. The course places emphasis on team work, individual effort, traditional and social media, presentation skills, research skills and, of course, effective writing. This course is designed to help me focus on my overall objectives and learn a variety of techniques along the way that will prepare me for my professional career. For example, I plan on using this blog as an opening to gain experience within social media and eventually, adopt new ideas about writing.

At the end of my academic journey, I will utilize these skills and take with me my knowledge, expericences and, most importantly, my passion.