Social Media and Blogs: Including Online Strategy in Traditional PR Portfolios

I created this mini-deck for students in my "J408: PR Portfolio Workshop" at the University of Oregon. It is the result of an email discussion with colleagues about advising PR students on incorporating social media and blog examples into their traditional paper portfolios.

Transcript

1. SOCIAL MEDIA AND BLOGS Including Online Strategy in Traditional PR Portfolios
2. WHAT TO INCLUDE?   WAIT – that’s the wrong question!   First you have to ask yourself, “Why should I include social media or blogging in my portfolio?”
3. WHY INCLUDE IT?   To build your narrative around personal branding and strategic communication competency   To demonstrate relevant work experience and skills (ideally, with clear results)   To prove that you can use online strategy to meet an objective
4. HOW TO INCLUDE IT?   Social Media   Screenshots tend to work best   Make sure all screenshots are consistent   Same size, quality, proportions, etc.   Blogs   Microsoft Word works best   Screenshot the header and any relevant images   Copy/paste the text   Make it look like a blog post, but keep it in Word for neatness
5. WHAT TO INCLUDE? – TAKE 2   Now we are ready for this question.   Include a carefully chosen selection of social media or blogging that demonstrates your ability to:   solve problems   effectively engage an audience   execute a brand strategy   network effectively and strategically   write compelling content   contribute to an organization
6. KEY MESSAGES FOR SM & BLOGS   Use the STAR method or the three bullets (discussed on Day 1: issue, strategy, results) to validate the existence of Social Media and Blogging in your portfolio and develop key messages.   If you cannot talk about a piece of Social Media or Blogging in your portfolio using the STAR method and/or the three bullets then REMOVE that piece from your portfolio.
7. REMEMBER…   The top priority is to build your narrative and tell your story effectively.   The portfolio has to stand on its own when you leave the room, so “telling your story” matters both within the contents of the portfolio and within your explanation of the portfolio.   Use social media and blogging content to support this process.
8. POP QUIZ
9. TRUE OR FALSE   I must incorporate social media into my senior portfolio.   A random sample of posts from my social media platforms can serve as a solid demonstration of my professional communication skills.
10. TRUE OR FALSE   Blogs are one of the best tools students can use to demonstrate their writing and strategic thinking skills.   Adding a screenshot of my LinkedIn profile to my portfolio will enhance the overall story and show my social media savvy.
11. TRUE OR FALSE   For the social media sections of my portfolio only, it is okay if it looks a little bit “scrapbook-y.”   Incorporating personal social media into my portfolio will effectively demonstrate my personal brand and key messaging.
12. THANK YOU! Wendy Ames, Instructor of PR at SOJC wendya@uoregon.edu