As a graduate student at Rowan University, I have just about finished my master's degree in public relations...and with all endings come new beginnings, which means I am currently engaged in the rat race for a job.

During my recent job search, I came across many employers who are interested in public relations students, but the students must possess technological skills that were not necessary in the past. Students must be familair with building Web sites, contacting the media and knowing how to operate every computer application currently being used and proofreading everything from a one-page flyer to html text. The field is growing so rapidly that the requirements are blurry and students are becoming frustrated with the lack of opportunities with those who miss specific qualities.

Channels such as podcasts, white papers, blogs, webinars and RSS feeds are popping up everywhere and without question, if you are not "in the know" about these outlets, you will be left behind.

Through the continuing advancements in how the media works and channels to reach audiences, how will students be able to meet the needs of employers and get the necessary education without knowing what is expected beforehand? The purpose of this blog week is to provide a platform where students and employers can discuss the opportunities emerging in new media and explore the skills to succeed in this ever-changing field. It is a chance for students and professionals to see the field from a different perspective and promote a better understanding of what it really takes to succeed.

Are employers ready to discover and develop the new talent needed to navigate through the new media channels? Are students developing the new media skills employers are seeking? Does either party know how to find the other? Interact with current and recent Public Relations students, Mary Meluso, Graduate Student at Rowan University, Shannon Holt, Intern for the Northeast Conference, Paul Gornowski, Graduate Student at Rowan University, Hillay Blum, senior PR undergraduate student at Rowan University and VP of recruitment for the Rowan PRSSA, Stephanie Spagnola, also a senior PR student at Rowan University and a PRSSA officer, and Lisa Christy, a recent Communications Graduate from Ursinus College.