I’ve been wanting to write a bit about what I’m doing and where I’m working, but had trouble figuring out how to approach the subject.
You see, I work for a PR company.
I can hear you all gasping. No, I have NOT crossed over to the “dark side.”
PR companies are scrambling like most other institutional businesses to figure out this whole “Internet thing.” My job as “Digital Media Intern” is to move Quinn & Co. forward by teaching how social media works. Twitter, Facebook, blogs, the whole kit and caboodle.
So I’ve been doing lots of research: what’s the best blogging platform for their purposes, how can the company and their clients build loyalty through Twitter and Facebook, how to monitor brands with Google Alerts, optimizing press releases and websites for search engines, and building lists of bloggers and micro-bloggers for Real Estate, Travel and Food, Wine & Spirits.
I’ve also been doing some multimedia work: a video from a media panel, working on an interactive email design.
All of which is very helpful in getting to my goal.
I want to work in news. No question. I don’t care if it’s a newspaper, magazine, radio station, because when you get to the website, it’s all the same.
Ultimately, news outlets have to learn the kinds of things I’m learning now. How do you build niche audiences online? How do you manage an online community? And so on.
While my true love is reporting through multimedia (including data), this is fun, too. I’ve never liked the black hat/white hat metaphor, so I’m working in shades of gray.