Mobile reporting refers to a recent type of reporting in which a journalist uses a cell phone to report about a story on the go. Mobile reporting is great for when a story revolves around an event that is happening. The journalist can actually be a part of the event and get a first hand account of what is happening, allowing them to give a more authentic story. Journalists can use this to gain attention for their own personal brand. Professional news outlets can also take advantage of this because they are able to add to and update a story as it is happening. News agencies who take advantage of this method are already ahead, because readers or viewers no longer need to go to the nightly news or next day’s paper to receive the newest version of the event. Mobile reporting is easy to access because it requires technology that most people already have. All that is necessary is a cell phone, or perhaps tablet or laptop, and a knowledge of all aspects of social media, including posting a video or picture or use of hashtags. Overall, mobile reporting is just one example of how journalism and PR are changing with the arrival of social media and technology. As we discussed in previous classes, the basic skills are still the same, just updated to fit the medium.
This past week, the class completed a Twitter Live Chat regarding Dr. Esteban stepping down as president. So far, a single email has been sent to the Seton Hall community, along with one tweet from the school’s account. Meanwhile, DePaul University, the school that Dr. Esteban will be president of after Seton Hall, has already released a video interviewing him about the position. With graduation being changed, an OCR report being released, and the university being in the middle of major projects, the news has left many people feeling either slighted or just down right confused. There are even rumors swirling that current Governor Chris Christie is in the running to take Dr. Esteban’s place. During the chat, we were asked various questions regarding SHU’s communication strategy on the matter and ways that they may be able to avoid rumors and minimize negative feelings. I suggested more open communication, perhaps mimicking DePaul’s video. A letter from Dr. Esteban himself, explaining the career move, would have been much more personal and probably would have left less like he was abandoning ship.
Seton Hall even tweeted me back! #embarrassing
Here are a few of my favorite ideas from my classmates.
I work in admissions as well and was at this meeting. While we were all buzzing a bit about the news, especially with a large open house coming up, any doubts we had in our mind about Dr. Esteban leaving were immediately eased. Alyssa McCloud, VP of admissions told us in simple terms that Dr. Esteban’s daughter is doing her residency in Chicago and actually just got engaged there too. Aside from DePaul being a larger university and frankly, offering more money, the family aspect was the driving factor of his decision. If this was explained in a letter from the president, I think many people would understand, and actually be happy for him.
DePaul offered a video with Dr. Esteban that was made completely public and apparently came out before Seton Hall released any kind of statement. Seton Hall sent an email from a member of the Board of Regents and posted an article on their website about Dr. Esteban’s leaving. It seems as if the DePaul community already has a more personal, caring relationship than Seton Hall. If Seton Hall had coordinated their announcement with DePaul’s and had Dr. Esteban make the announcement, whether through writing, video, or press conference, this negative sentiment could have been avoided.
See the rest of the tweets from the #SHUTransition Live Chat here!
Overall, I thought that the live chat was a great way to discuss this issue. It worked almost as a class discussion because we were all able to bounce ideas off of each other and build from the best ones. I could definitely see how this would be beneficial to companies who want to get genuine feedback from their consumers while having an open discussion.
Brighton The Day – I love this blog because it’s visual content is fresh and airy and it’s written content is relatable and conversational. Of the three blogs I’ve listed, Brighton the day definitely has the most attainable style, but I love how she can make the everyday wear look luxurious.
Atlantic-Pacific – I first found this blogger on Instagram. I love her posts because they’re a bit more glamorous and editorial than other lifestyle blogs.
Classy Girls Wear Pearls – I’m OBSESSED with Sarah Vickers and Kiel James Patrick on Instagram because they look like they’re straight out of a New England preppy fairy tale. (Check out this wedding!) Vickers’ personal style, which is evident on her blog, reminds me so much of Jackie Kennedy.
As part of our PR plan, I would like to implement a blog on Seton Hall and its relation to issues of higher education, which you will write and update. I understand that there may be some apprehension on starting a blog. Often, they can have a connotation of not being a true source of news or just a fancy space to air your opinions. This stereotype, however, is one of the past. Bloggers are becoming huge influencers in nearly all markets, as journalists and the public alike are increasingly turning to their posts as a trusted source.
Consider for a moment the realm of social media. Surely, you can recognize the value in being able to communicate to your publics instantly and directly, and in a space where you can receive feedback in return. Essentially, a blog is the same thing. Any share space in which each post has a headline and body including links and photos, is in reverse chronological order, and allows readers to comment is considered a blog.
This comparison may leave you wondering “why a blog” on top of the social media you are already a part of. Aside from the obvious advantage of being able to communicate in more than 140 characters or a single picture, blogs are a great way of building trust among your public and gaining exposure, both for the organization and yourself. These benefits are some of the fundamentals of public relations, making blogs a strategic tool for the field.
First, blogs are a more personal means of communications. Rather than relying on a standard press release from Seton Hall as an organization, journalists can receive your own personal perspective. Journalists greatly appreciate this, as it makes for a much more interesting story, meaning they are more likely to write about Seton Hall in articles either directly or as a reference on a relevant subject. In addition, a new sect of public relations is rising due to the increasing popularity of social media. Publics no longer rely solely on traditional media to form their opinions of an organization. Seton Hall can be seen as stoic and distant if you were to not engage in the blogging world, which is extremely detrimental to an organization whose focus is people. As we know, emotions can run high when dealing with things like tuition, graduation, or housing. A blog can be your source to show empathy towards students and their families, while still controlling the message that gets across.
A blog would also be instrumental in propelling you and Seton Hall as leaders on issues in higher education. The blog would not have to be reactive in addressing problems people may be having with Seton Hall, but a forum of opinions on higher education and a showcase of areas in which Seton Hall shines as well.
Our firm is happy to help you implement this tactic. In an ever-changing media climate, we strongly feel that you will simply fall behind. A blog is a wonderful opportunity for two-way communication among you and your publics and can bring crucial benefits to the Seton Hall community. Go Pirates!
For reference, here are 3 other blogs from university presidents that embody our vision for the blog.