I had a great time at Marquette University this past week, speaking to about 300 people as part of the PR + Social Media Summit put on by Comet Branding in Milwaukee. The twitter stream during my presentation was incredible and once again demonstrated to me that people are ripe for change in the PR industry.

But who the heck is going to lead this change? With all due respect to the PRSA, PR Week and others, I'm just not seeing anyone step up to the plate and tell it like it is, for the sake of the profession. Is it a big secret? If you want to be part of a sinking ship, do things like you've done them for the past decade and see where it takes you. Yes, I do realize that you made money doing it that way, plenty of money - but that's going to change. If you're still writing traditional press releases read my last post: 5 Ways to kill the Press Release. 

The thought leaders do exist
Brian Solis, Peter Shankman and Sarah Evans are doing what they can to open the eyes of an eager industry. I too am jumping at every opportunity to inject some passion into the process. Truth is, it's the youngsters that are tasked with getting it done. As agencies begin to hire, they look for college grads to bring their "social media swagger" and inject it into their shop. But who's teaching the kids?

The good news is there are a few Universities being proactive. They're teaching social media skills and story telling (for people, not robots) right alongside AP-style and the fundamentals of public relations. Schools like the University of Oregon, Kent State, Wisconsin, Auburn and Marquette (one of my favs) have integrated PitchEngine into their curriculum to help students tell better stories. Professors like Bill Sledzik (Kent State) and Gee Ekachai (Marquette) who are giving graduates something more than fundamentals to take with them into the workforce. It's been so successful for students that we're creating a university software package to make it easier for schools to teach.

Who is succeeding now?
I believe it's the smaller PR firms with creativity and grit that have big clients clamoring for the next generation PR. Social media aside, they understand that the PR process isn't cookie cutter and that good PR doesn't stop with a lead list, search engine optimization or the press release.

On the plane back from Denver I realized that now is the time to change course. I am recommitting myself to helping those who see into the future and feel ill-equipped. For those that don't get a whole lot of inspiration form the pillars of public relations community.

I'll start with this blog and next year's speaking schedule, but I won't stop there. I'm going to make it a point to rain on the parade of the "easy-button" generation of template-driven, over-optimized bad PR people. Change won't come from recognition, it will come through adoption.

Who's with me?
@jasonkintzler

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