While teaching this course, I've realised that social media is an area of significant disagreement. Some people think it's changing the world while others contend that it's simply a new medium for old relationship building techniques. In the wake of the general election, many reflect that this campaign was waged mainly on old media - in the newspapers and on TV (especially with the advent of TV debates). Radio 4 commentators concluded that social media did not play the role it did in US elections because of the short time span of the UK campaigns, and the relative disengagement of UK voters. Charles Arthur's article in the media section of last week's Guardian sees more of a role for social media as people watch the debates on TV and chat online: but considering the profile of the UK's voters, he also sees that this online debate would be dominated by a certain type (apparently a more liberal one - presumably younger and more communicative than many) - with old media still being the primary means of communication for more working class and older voters. This is the kind of discussion you might like to consider when preparing your revision...

Tiger Woods - not out of the woods yet?

According to Danny Rogers in PR Week, Tiger Woods' apology won't convince all audiences with his recent apology, despite his somewhat desperate attempts to salvage his career and all the sponsorship that goes with it - and until Tiger is once again seen as an al round 'good guy', the consumer and B2B PR initiative which have paid him millions will be somewhat wary of getting him back on the books. Read this article for more on how individuals handle crisis and the PR involved, but also think about the implications for the people who sponsor them.

10 Social media campaigns that Rock! (apparently)

Stealing from another blog (ThoughtPick), here are some US social media campaigns that 'rock' according to the author - the advice down the bottom is pretty useful for PR professionals....

BP vs. Exxon - a tale of two crises

As BP's chief exec Tony Hayward speaks to the BBC to make it clear that the huge oil spill in the Gulf of Mexico is "not our accident but is our responsibility to deal with the leak and clean up the oil" it is interesting to contrast this to the response of Exxon to the Exxon Valdex disaster 21 years ago - often called the worst response to a crisis in PR history. Their chief exec at the time refused to acknowledge responsibility and did not go to the site of the accident. Note as T0ny Hayward (BP)talks slowly, without notes, and clearly about collaboration, innovation and the scale of the response - citing the coastguard and other US authorities as credible sources to back up his claims. Great press training and a useful case study for crisis management.