Moving Forward

I feel that I am finally moving forward in the world of public relations. I just recently joined PRSA, the professional organization for Public Relations practitioners. I always meant to join while in college and for one reason or another never did. Well, I wish I had because just reading through my first issue of “Tactics” has re-whet my appetite for the job. There are so many great articles, and the information is invaluable.

I think what really caught my eye was an interview with a PR professor from The University of Houston. Dr. Robert Heath was just awarded the Houston PRSA chapter’s Public Relations Legacy Award after 35 years of teaching. His insight about teaching, and today’s PR students made me halt for a moment to consider my own recent PR education at the University of Georgia. He claims that today’s students don’t have a strong grasp of language and are desensitized to violence and vulgarity in writing. With that I totally agree.

I grew up with a family of teachers, one of which was an English professor at NCCU for over 20 years. If there is one thing I pride myself on, it is the ability to speak properly and clearly. (Thanks Mama.) Today’s students are without a basic appreciation for grammar and language. They use text messaging shortcuts in everyday speech, a habit I find completely annoying. At the same time it is necessary to understand the new language of technology just to reach the younger generation. (Case en Pointe: Has anyone seen the new AT&T cell phone commercial lauding the desirability of unlimited text plans? Even the grandmother is into it, striking up a text conversation with “IDK”, her “BFF Rose”.) I personally have to text just to get through to my 14 year old niece. I think it is the only language she understands!

Despite the allure of all the new technology, I am still a strong proponent of strong writing skills being the cornerstone of a successful PR career. I am so thankful for the journalism classes I took while at UGA and for my PR professors pushing the writing skills. I think that this skill alone has helped me develop the most as a PR professional. Whether it is a press release, a website article or a business proposal, having excellent vocabulary and a grasp of how strong language can make or break a deal has been most helpful.

So I say thanks to all the professors around the country who still insist on students learning to write properly, instead of relying on the new technology to allow them to become lazy and take shortcuts because it is the new “cool” thing to do. The profession of Public Relations has come a long way since the first PRSA conference in 1948 and it will continue to grow and become more respected if those who claim the title continue to look back to the basics. Write well, be truthful, behave ethically and maintain 2-way communication with your publics in good times and bad.