Robert French posted a question on Pr Open Mic, asking about how and if faculty members are using PRX Builder.

I did not know about the software so I tested it. PRX Builder is a tool that makes it easier to issue a Social Media Release. It provides a good user interface and the end result takes into account both Social Media Optimization and Search Engine Optimization. It does this by using tags, content description and a few other features.

And no, my teachers never used such tools. But I have been faced with similar software applications and PRX Builder is the easiest one to use so far.

At the same time I never felt that previous experience was much of a factor in evaluating or using such tools. So allow me to broaden the scope of Robert’s question: Should we include Public Relations software like PRX Builder in the curriculum of a PR course?

My answer is yes, but I don’t think it’s the most important factor. I finished my college degree and the most I got to learn was HTML. Everything else I had to learn by myself: CSS, a bit of php, and a lot of Search Engine Optimization.

Along the way I also came to realise that new toys come and go. But instead of sticking to what works, I find it’s better to keep an eye out for what’s new and at least try it.

This approach means we need to teach PR students what is important in a webpage. Not just in terms of Social Media Optimization, also in regards to the publishing workflow, archiving features and overall flexibility of the tool.

We also need to keep an eye out for new technology that will change the way we work in PR. RSS Feeds are a perfect example on how a simple technology changed the way we look at a press release.

And next we will probably see XPRL changing the daily routines of the PR office.

Along side XPRL, we will probably see new search engine optimization techniques applied to public relations as a result of the semantic web. Granted that it probably won’t affect much of our workflow, but how will this affect PRX Builder and similar tools?

So yes, PR students should play around with the software. But what they need the most is knowledge and expertise that will allow them to evaluate how the web changes and how it affects PR. Because as a result new tools will come along. And they won’t necessarily be better, only different.

A iniciativa partiu de Robert French (twitter) que escreve no Auburn Media e tem vindo a ganhar fôlego nas duas margens do Atlântico. Para acolher todos os membros que não têm o Inglês como primeira língua, foi criado um grupo de nome English is not my 1st language.

E se pensam que Portugal não tem grande expressão nesta comunidade, enganam-se. Depois de mostrar o link à minha turma, muitos optaram por se registar no PR Open Mic. E a Flávia que escreve o Noticiare ficou a conhecer a comunidade pelo twitter também está presente.

Se tiverem interesse por relações públicas, juntem-se ao debate. E se forem leitores do blog não hesitem em adicionar-me aos vossos contactos.

After Euroblog, I have been struggling with the realisation that I should provide at least some content in English. So far, the best bet appears to be a small post that sums up all that was published the week or month before.

The logic behind this is my belief that there should be more Portuguese Bloggers talking about Public Relations. That is where I stand my ground and that is the reason why 90% of the content published will be on my mother tongue. Not forgetting that I have always stood against Portuguese bloggers writting in English, I don’t want to miss the opportunity to share ideas and comments with the friends I made at Euroblog.

So, having explained that and accepting any criticism that might come my way. The question I have for you is, how do you prefer?

Should I just add another category for English posts? Do you want a separate feed to distinguish each language? Or do you see a better alternative than these? Would you mind if some content could only be found in English?

This questions goes for both current and future readers, so please feel free to speak no matter what the circumstances.