Which came first: “the Book” or the campaign?

Post travel pictures. Browse interest groups and regional or national events. “Poke” your friends (or strangers if you prefer). The Facebook social networking site, often referred to as “the Book” by the campus crowd, currently commands the attention of 54 million active users. With over 55,000 regional, work-related, collegiate, and high school networks, it boasts the sixth-most trafficked Web site in the United States (comScore). Its global reach and diverse audience (more than half its users are outside of college) glistens with publicity potential. Advertisers optimize their dollars by targeting specific regions, interests and genders, selling everything from hotel packages to caffeinated water.

But not all the messages Facebook displays are consumer-oriented.

Last month while browsing the book “the Book,” I stumbled upon an invitation to join the “Support the Monks' protest in Burma” group. After learning about the recent atrocities in Myanmar on National Public Radio, I didn’t hesitate for a minute. I clicked “join” quickly, uniting virally with its 439,621 other members. The group’s home page was well-organized, containing links to Youtube.com videos, media resources, and ideas for ways I can be proactive from my own corner of the globe. I could sign country-specific petitions, participate in marches near Eugene, even donate to the cause.

I noticed a link posted near the top of the page under “administration.” Investigating further, I learned that burma-watch.org originated from the successful Facebook group I’d just joined. With countless links to global events, campaigns and news feeds, the Web site is professional and effective. I’d never heard of such a feat. Was this campaign really the result of a popular social networking site, or had the Burma Global Action Network existed already?

Either way, it is a perfect example of Facebook’s versatility. After all, I may very well need a pick-me-up of caffeinated water before joining in the fight for human rights.

Jungle Inspiration

Floating belly-up on the Rio Napo in the Ecuadorian Amazon, I thought to myself, “What a memorable 19th birthday!” I was midway through my year abroad, and the rural town of Bahia de Caraquez on the coast of northern Ecuador had become my casa. After a long adjustment period I finally felt confident with the language. My familia and amigos were amazing, the food excelente and the culture warm and welcoming.

Still, a nervous feeling welled up inside on this particular day in January. I had begun preparing myself for my return stateside and … (big inhale) … college. The UO application for admission was due in a week. But I felt confident I’d found inspiration for my future area of study while amidst 3000 acres of rainforest. The Yachana Lodge, a successful geotourism sight established in 1995 by the Yachana Foundation (then known as FUNEDESIN,) was my weeklong vacation spot. I was eager to take part in the foundation’s efforts in education, conservation, poverty reduction and healthcare in the Mondaña community. How could I assist in this sort of integrated development?

The answer hit me when talking to the executive director, Douglas McMeekin about his experience beginning the organization in 1991. He expressed how difficult it had been to communicate the project’s objectives to the local community. Not only was there a language barrier, but cultural understanding was also an issue. These factors delayed the project’s establishment as critical publics voiced apprehension.

I thought, “Hold the phone. Or maybe just pick it up and call a public relations practitioner who specializes in the region.” Don’t PR people communicate management’s ideas to external publics? Don’t they help build an organization from the ground up using ethical and skilful practices? With an understanding of the Spanish language and Ecuadorian culture – not to mention a passion for communicating – I had just stumbled across my dream job. I dreamt big, figuring I’d become an independent PR practitioner and assist various projects with their initial communications needs. From national and international media relations to branding, I would hold the skills to aid in the sustainable development I so supported.

Professors ask periodically about my public relations focuses. Will I venture into the corporate world, test my skills at an agency, or hop onboard with a nonprofit? While my classmates answer this question confidently (“I plan on working in sports PR,” “I’ve got a job lined up with Waggener Edstrom in Portland,”) I think about the jungle. “International Public Relations,” I respond. Whether or not I stay in the states or venture abroad, I know my Spanish skills and passion for travel have allowed me to find my niche.