Tag: Education

Triple astroturfing cheeseburger

So, what exactly is wrong with the anti-counterfeiting campaign run by Heidi Cee? Or was it run by Hunter College students? Or was it actually run by the International Anti-Counterfeiting Coalition (IACC)? Or was it actually run/paid for by the corporations behind the IACC?

That’s exactly the point. If figuring out who’s behind a public relations campaign feels like playing with Russian dolls, you’re most probably dealing with a case of astroturfing. Here, I see a triple case of astroturfing:

  1. IACC is a front group for corporations. Creating front groups or coalitions to campaign publicly and lobby for corporate interests is a textbook astroturfing tactic. See Beder, Sharon. “Public Relations’ Role in Manufacturing Arti?cial Grass Roots Coalitions.” Public Relations Quarterly, Summer 1998.
  2. The campaigns that students have run on many campuses, not only Hunter College, are in fact a public relations tactic for promoting IACC’s goal, are supported by IACC, and paid for by corporations. This relationship, even if it were fairly implemented and did not interfere with course content and academic freedom, is tainted by many shades of gray. To sort through them, let’s think of the publics on those campuses. Do they know that they’re targeted by an IACC campaign? Is it clear to them who exactly is behind the message? Are they fully informed and able to make a decision about the message’s credibility, which includes its source? Some campaign materials I’ve seen on IACC’s website do list IACC and a corporation (Coach, Perry Ellis, etc.) as a source of support. But is supported by a clear disclosure of interest and authorship? The shades of gray are getting darker…
  3. Finally, there’s the issue of a deceptive campaign that uses a fictional character (Heidi Cee) who engages social media. On her blog, “Heidi” writes that it’s her initiative to run this campaign and that she approached the IACC and raised funds from Coach for the campaign. It’s not until the very end of the campaign that a press release and a one-line blog post reveal that Heidi Cee doesn’t actually exist. Some people might find humor in this campaign, but the social media savvy will know that social media culture does not tolerate deception.

I don’t think I’ve ever seen a similar case of astroturfing layered upon astroturfing (layered upon astroturfing). It’ll make a neat example in a public relations lesson, one that the poor Hunter College students are learning the hard way.

If you have no idea what I’m talking about, here are some links to help you catch up on what happened.

First, read this post that summarizes the story: A public relations campaigns class at Hunter College was closely directed by Coach (member IACC) to run an anti-counterfeiting campaign. The campaign used a fictional character. The major issues people point out about this case are academic freedom and the deceptive campaign strategy. More relevant posts on this case:

Update [Feb. 27 9:00 am]: I came across the class blog for this course. It was mainly a tool for students and professors to stay in touch. But I found a number of problematic posts showing that no one thought twice about using deception, such as these about deceiving friends on facebook or the media. And this one summarizes the origins of the campaign’s concept.

Edelman Digital Bootcamp hosted by the University of Georgia March 1, 2008

I’m looking forward to this event and I hope PR students and educators from the Southeast will attend:
The University of Georgia is hosting the Edelman Digital Bootcamp for students and educators throughout the Southeast March 1.

Edelman, the world’s leading independent public relations firm, seeks to provide both students and educators hands-on skills integration training about the professional use of new media.

Students will break into teams, and then Edelman practitioners will direct them in a mock campaign. Students will have the opportunity to work one-on-one with Edelman facilitators to research, design and implement a social media solution for the assigned client. This approach will allow students to network with professionals while
gaining valuable hands-on experience.

An additional track will be available to educators, with more of a focus on sharing ideas and encouraging the adoption of new media in more communication curriculums throughout the Southeast.  Educators will have the opportunity to discuss the practicalities of teaching new media, share lesson plans and more.

Social media continues to grow, making this event a valuable opportunity. The registration fee is $20 [correction: $25] for students and includes refreshments and lunch during the event. A casual reception for discussion and networking will conclude the conference.

EdelmanDigitalBootcamp.com, the official Web site for the event, will go live a few weeks before the event and feature online registration information, photos, blog posts and other new media elements.

For more information, please contact Cindy Schnably at schnably@uga.edu or (304) 283-6825.

Making of “A Vision of Students Today”

If you haven’t seen the video A Vision of Students Today, it’s not too late. You’ll certainly enjoy it and it will make you think. If you’re a student, I’d love to know how you relate to the video and what it means to you. Moreover, I’d like you to tell me what you think it should mean to me, as an instructor.

The video’s author, professor Wesch from Kansas State University, explains here the step-by-step process of making the video. I thought students who are thinking about an alternative project for their senior theses would like to see how you can use a video to report research results.

Transcendental meditation in Iowa

Someone from the Maharishi University of Management (MUM) contacted my husband the other day.  MUM is an Indian university that has a campus in Fairfield, Iowa. It turns out that MUM is not your usual (Indian) university. MUM’s philosophy of education focuses on developing pure consciousness and self-actualization, and helping students and faculty achieve their true human potential. They train all students and faculty in transcendental meditation, which is practiced twice a day at MUM. They offer a degree in sustainability. They have an organic farm and serve organic vegetarian meals in the school’s cafeteria. They don’t work on the semester schedule, instead students take one 4-week course at a time. This enables students to focus on one thing at a time, improves learning, and reduces stress from multitasking.

The concept sounds intriguing at the very least, and too good to be true at most. I’d love to visit the place and see for myself how these principles translate in everyday life at MUM in Fairfield, Iowa. But just from reading the website, I find several aspects of this concept very attractive:

  • integrating self-actualization, mind development, self knowledge, and stress management in education. As I learn more about meditation, I think there are so many techniques I’d like to share with my students – to help them, at the very least, learn to manage their attention
  • living a balanced, stress-free life
  • focusing on one course at a time
  • having time and resources (instructors) for practicing meditation, yoga, and pranayama (breathing techniques)

I wonder, is there anything we at “traditional” universities can learn from MUM? Anything we can do, in our own courses, to provide a more holistic education and reduce stress in our and our students’ lives?

good things come in 3’s

It’s been raining advice for students, here’s the third installment:

Todd Defren (@TDefren), principal at PR agency Shift Communications recently wrote excellent advice in this blog post: What I Wish My New Employee Knew.

See also good advice from PRSA on preparing a PR portfolio.

So, students, what do you think? Feeling more motivated? What will you do this semester to invest in yourself and your future?

Interview with Jeremiah Owyang

 Following up on a post in which Jeremiah Owyang, (@jowyang) Senior Analyst at Forrester Research, describes his job responsibilities, I asked him a few questions about valuable skills in the analyst industry. Clemson communication students learn excellent research skills, and Jeremiah’s job is an example of putting those skills to work.

Read his blog post first, then this Q&A:

Dr. V’s comment: Thank you for explaining the nature of your job. I’ll share this with my students, who often find it hard to believe that the research and writing skills we teach them in college will ever come in handy :)

JO’s response: The Research job is laborious, but important in making decisions. Every day analysts and researchers influence how millions of dollars are spent and managed. As a result, they’re well compensated, and are one of the top non executive earners in the industry.

Dr. V: What are the top 3 most useful/important skills for your job?

JO: Seeing the big picture. Numbers and facts are useless without insight, analysis, and perspective. Students need to first get real world experience before becoming a researcher or analyst, I’ve served my time working up the corporate ladder for 7 years (which is considered very fast), I’m 31, and haven’t even reached the mid-point in my career, so work hard and stay focused. When I first started to focus on social computing, people laughed at me, they thought blogs and social networks were silly and for kids, now it’s a major industry.

Dr. V: What are some things college students should focus on/try to learn well if they hope to work as a researcher/analyst someday?

JO: Think strategic, think about the large scope of things. Be very aware and absorb lots of information, including info outside of school, teachers, and class. I read materials online, and made a vow to learn one new skill everyday at my internship.

Dr. V: If/When you interview for a new position or an internship, what are the most important things you look for in a candidate? What are the deal breakers?

JO: Ambition, ability to communicate effectively, and I’ll be checking out their Facebook and MySpace page to understand what they’re really like. The good news is, we want to see the human side of a candidate, but the party pics should probably be in a private folder. Ironically, I was a poor student in High School and College (but I did graduate). I did well in the creative arts, and was never great at math or business classes like accounting or Finance. Fortunately, in the workplace, one can find their true comfort area.

Interview with Phil Gomes

Dear PR & Communication students,

I’ve been saving the interview I did with Phil Gomes for the beginning of the semester, when you’re either more motivated to listen or you’ll listen because you need some motivation.

Phil Gomes, (@philgomes) is vice president of the me2revolution group within Edelman Public Relations. I interviewed him in November 2007 and asked him how you can succeed. One of Phil’s most interesting ideas is that of future-proofing your education – learning things that will still be useful in 10, 15, or 20 years from now. I think both students and educators will find this interview informative and motivational. Enjoy and let me know: How are you future-proofing your or your students’ education?

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