J. Michael BrowningFull Sail University was a game-changer in my public relations career journey. Looking back, I'm grateful for the valuable lessons and experiences that have equipped me to navigate the ever-changing seas of communications. My master's degree gives me the knowledge and confidence to steer my course through the complexities of this dynamic landscape. With strong winds at my back, I crafted my comms compass to guide me to smooth sailing, and I'm now well-prepared to weather any storm that comes my way.
Social Media
One of the most significant changes in communications in recent years has undoubtedly been the impact of social media. As PR professionals, we must understand how organizations use social media to engage with their audiences, the benefits and challenges of this medium, and the ethical implications that come with it. Social media has opened up a whole new world of engagement opportunities, but it has also made maintaining brand consistency and navigating ethical dilemmas more challenging.
Crisis Communication
Another essential area of focus in modern public relations is crisis communication. In today's digital age, news and information travel faster than ever, and PR professionals must be prepared to respond rapidly in a crisis. The challenges posed by fake news and misinformation only add to the complexity of crisis communication, emphasizing the need for a deep understanding of social media platforms and the ability to pivot quickly in response to rapidly changing situations.
Diversity, Equity & Inclusion
Promoting diversity, equity, and inclusion in public relations is also essential to my communications philosophy. As PR professionals, we are critical in helping organizations improve their DEI practices and promote social justice. This involves developing messaging that reflects diverse perspectives, engaging with diverse communities, and advocating for policies that support equity and inclusion.
Brand Management
Effective brand and reputation management is crucial for maintaining a positive image and building audience trust. Comms professionals must develop brand identities and messaging that resonates with their target audiences while creating engaging and relevant content. Monitoring and responding to stakeholder feedback is also essential for managing a brand's reputation.
International Relations
Global relations present unique challenges and opportunities for practitioners. Understanding how cultural differences impact messaging and strategy and navigating different regulatory environments is vital. While technology has made global PR efforts easier, being aware of potential cultural sensitivities and nuances that can impact messaging and strategy is still essential.
Conclusion
My educational journey at Full Sail University has given me the tools and knowledge to be a confident and effective public relations professional. The constantly evolving communications landscape requires us to remain vigilant and ride the current with emerging trends and technologies. As we continue to evolve, we must also remember to uphold the core values that guide our profession, including integrity, honesty, and a commitment to diversity, equity, and inclusion.
That's it. Stand by for the next evolution.