I  recently read a very interesting article in PR Week, which discusses how today’s public relations student must learn a completely new vocabulary. The fundamentals of PR such as writing and media relations skills are still the focus of educational programs; however, professors have incorporated new trends into their curriculum. I graduated this past May and since then my former professors at Marist College have restructured many of their courses. They are now focusing more on social media rather than traditional tactics. Some courses even have their own Twitter accounts so students can communicate about the project they are working on.  I remember doing those same assignments and looking back, it would have been very convenient to have used those resources.

I am glad that I chose psychology as a minor because according to Rosanna Fiske, an associate professor at Florida International University, PR pros must understand what makes people behave and believe what they do. Our world is more connected today and therefore we must expose ourselves to global and cultural issues. If we learn about people’s lifestyle choices, we can better understand how it affects their communication and consumer behavior.

According to Fiske, “It’s having the right words at the right time, said to the right people through the right medium, in the right tone and sentiment – all the while keeping in mind the importance of the public interest.” The purpose of PR is to communicate a message. If we understand our audience and use social media tools along with traditional methods, our message will come across more clearly. Things are constantly changing and new technologies will continue to affect our lives. It is important for PR professionals to stay informed so that we can do our best at our job. If you want to be a true PR star, then make sure you continue to brush up on your public relations vocab!