Technology for the Turnaround
8th May 2009 | Posted by Katie Greene
A couple weeks ago, I had the pleasure of attending Technology for the Turnaround at my alma mater which brought together more than 170 digital media professionals and enthusiasts from around the country to discuss the future of the industry in education and beyond. The day-long event was put together by The University of Georgia’s Grady College of Journalism and Mass Communication and the New Media Institute. The goal of the event was to generate new ideas and insights for students, educators and professionals about this evolving industry we call Digital Media.
The day consisted of a professional roundtable, a new media trends discussion, an inspiring address by Jennifer Dorian, Senior Vice President of Network Strategy and Brand Development for Turner Entertainment Networks, and a student project showcase. The projects were very cool and all enforce the idea that mobile technologies are here to stay. You can check them out here, here, here, here and here.
Early in the day was a roundtable discussion between professionals and educators about how to better incorporate digital media into higher level education. Dr. Scott Shamp, the director of the New Media Institute is proposing a new major – Digital Mass Media – for students in the Grady College. The major would be an extension of the certificate program the Institute already offers to all majors. Since the group consisted of professionals in several capacities in different industries, the question generated some lively discussion.
One stand-out issue focused on whether to teach students digital media tools or the ideas behind the tools. Do students need to learn Creative Suite? Should they know how to build a Web site and format HTML? What about social media tools like Twitter or Facebook? You can generally count on a student to know what Twitter is, but what about pitching it to a prospective client?
From my experience in digital media public relations, bringing a deep understanding of specific tools is incredibly important for our practice and our clients. Monitoring and listening to online conversations can’t be done without a strong sense of where and how to look. Training colleagues and clients on how to use these tools to their full advantage is a daily activity – and one that requires us as Digital Media professionals to stay ahead of the newest resources available. I think a program which requires students to use various tools, draft project proposals around those tools, and present mock client presentations would greatly benefit any Digital Media grad.
Companies everywhere are looking to hire students who know digital; what’s interesting is how universities are adequately preparing them to be successful. As an employer, what digital skills are you looking for in job candidates?
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