Arizona State University’s Walter Cronkite School of Journalism and Mass Communication honored ABC World News anchor Diane Sawyer as its 27th Award for Excellence in Journalism recipient on Nov. 12. Sawyer reflected during an award luncheon that her three-decade journey has been her highlight, rather than one particular moment.

She cited as her motivation a desire to talk with people, ask questions and tell stories that people need to hear.

“Our job as communicators is to travel all the pathways and have something valuable to say while we’re navigating,” Sawyer remarked. She also praised social media’s ability to help bridge those pathways as well as expand a story’s awareness.

Sawyer’s comments triggered my own thoughts about the social Web and where we’re heading.  While we have more channels at our disposal now, focusing on stories, the people involved and strategies for telling them are what continue to guide our way.

Abbie Fink, vice president and general manager of HMA Public Relations in Phoenix, says that her firm is not doing much fundamentally different to assist clients — now, they’re just doing some of it in different places.

“In addition to examining if a client’s message is ideal for broadcast or publication, we’re asking: Is this a better blog post, a Facebook page engagement or perhaps best suited for a new digital tool we need to research?”

Christine Perkett, CEO of PerkettPR, a U.S.-based virtual agency, believes that social media hype will persist as we head into 2011.

“PR pros have used social media for a while, so it seems [familiar] but for clients, the hype is right now,” Perkett says. “Main Street America is just starting to understand how social strategies can return business value.”

Perkett says businesses struggling to make the transition from control to collaboration need to think about people first rather than promotion. She sees our profession heightening this focus to help brands and clients make the leap.

Most practitioners agree that more hands-on experience is required to achieve greater digital communication benefits. Keep in mind that social media a journey, after all. Consider the following for the New Year:

• Keep talking. Conversations breed collaboration, whether you are pitching ideas to media or connecting with your audience to solve problems. Fink references the mid-term elections as an example. “Politicians who engaged online, even those who didn’t win, need to continue doing so if they want to be elected again in four years,” Fink says. “There are still issues to advocate and maintaining conversations, no matter what business you’re in, is how you remain relevant.”
• Ask questions. People now expect to be involved in major brands’ and organizations’ public decisions. Perkett points out how Gap and Nordstrom experienced negative backlash online this year while attempting changes without considering fan preferences. Each recovered after opening up dialogue and incorporating customer feedback.
• Tell stories that haven’t been heard. Creating content that attaches you to stories is a successful digital strategy. For example, UCLA posts YouTube videos on its newsroom that draw national media attention to the unique perspectives of its professors.

“Good content paves the way,” says Perkett. “It must be savvy to inspire action.”

This post also appears as the “Digital Dialogue” column in the December PR Tactics Journal, published by the Public Relations Society of America.

Image Valerie Simon, BurrellesLuce Fresh Ideas Blog

The first ever “Help a PR Pro Out” Day Twitter chat (hashtag #HAPPO) happens this Friday Feb. 19^th from 11:00 a.m. to 3:00 p.m. Eastern Standard Time. This post is but one of many from bloggers supporting awareness of the event. Leave it to PR and communications folks to conceive and rally around a meaningful and timely event that has the capacity to help many job seekers, and likely create some new friendships along the way. If the turn out for #HAPPO is anything like mainstay PR-themed chats including #journchat and #prstudchat, it’s sure to be a critical mass moment on the social web (trending on Twitter and such).

Valerie Simon of BurrellesLuce teamed with digital communications consultant Arik Hanson to hatch HAPPO. She says “the great thing about HAPPO is that it helps everyone realize how social media can empower people to leverage their most valuable resources – their time and networks – to help others.”

Simon, a true social media sharer if there ever was one, thinks there’s a little something for everyone in the #HAPPO event, whether you are a job seeker, employer or helpful PR pro. She points to recent growth indicators for the PR profession as favorable timing for the event. Her advice for Friday: “Don’t necessarily think of yourself but of others who may be suitable for positions you’re aware of. Using our collective relationships we can all help some people out.”

I must admit I like the vibe … helping others will eventually bring some goodness back to you. And this is the ideal mantra for social networking outright. I wouldn’t be surprised if HAPPO itself becomes a mainstay.

The HAPPO event will go something like this … PR pros seeking employment should prepare a creative blog post to share on Twitter Friday, using the #HAPPO hashtag in their tweet. Employers can share links to career opportunities with a team of dedicated HAPPO bloggers (link below), and PR professionals can jump in and help connect those seeking and offering jobs using the #HAPPO hashtag as well. I assume college students approaching graduation are welcome to participate as well. Makes good sense. (Fyi, I featured two savvy PRSSA students in my PR Tactics column this month, “Getting ahead of the class, social media style.”)

Abbie Fink, VP & GM of HMA Public Relations, plans to be a HAPPO contact here in Phoenix. I can assure that you’re in good hands networking with Abbie, this Friday or anytime. And as for Friday she simply notes she’s “happy to hook up quality people with great jobs!”

HAPPO Fast Facts

• What – “Help a PR Pro Out” Day social networking event
• When – Friday Feb. 19^th from 11:00 a.m. to 3:00 p.m. Eastern
• Where – Twitter (use #HAPPO hashtag)
• Why – C’mon, it’s the spirit of networking and sharing social media style
• How You Can Help – share career resources, opportunities and network contacts; and spread the word online
• For Best Experience – consider using TweetGrid or HootSuite to keep up with the #HAPPO hashtag action
• Regional contacts – Valerie Simon’s HAPPO blog post includes a list of contacts
• Keep A Lookout For – regional hashtags that you can follow i.e. #happodc or #happoaz