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Academic PR Part 2: Academia.edu

This is my second post about Academic PR, the practice of PR by academic professionals seeking to network, disseminate research, and discover funding opportunities. Today’s post is about Academia.edu, a social networking website for academics. I love the site because it leverages powerful techniques from the social networking web in a way that is easy and accessible for academics. But I hate the site because it overlooks some the most fundamental social networking techniques as well. Before I get into the details, first let me begin with the caveat that I’ve been in touch with the developers of Academia.edu about my concerns, and I was told that they are working them out. So by the time you’re reading this, things might be all better, in which case I’ll edit this post or write a new one. But for now, it’s a love-hate relationship.

Why I love Academia.edu

The reasons I love this website far outnumber the reasons I hate it. Most importantly, Academia.edu has an obvious understanding of their audience: academics. When you want to communicate with academics, you really need to cut the flack. Academics want simplicity and efficiency, not flash and complexity. So I love academia.edu because they’ve succeeded in appealing to their audience. And they’ve done so in three primary ways: the functionality, the database, and the interface.

Functionality

Academia.edu is a free and easy way for academics to publish their bios, publications, contact information, and Twitter-like status updates for the entire world to see. Further to that, users can use specialized search terms like research interests and departmental affiliations to find like-minded individuals and forge potential connections. I briefly mentioned that users can post publications, but I want to emphasize what an easy way this is for academics to highlight the work they feel best represents what they’re currently interested in. Furthermore, the Academia.edu site allows users to easily write blog posts that become part of their online profile.

Database

The information about thousands of post-secondary institutions has been populated into the Academia.edu database. So when a new academic user first registers, the site intuitively auto-populates the information about their academic institution and department. A simple example of this is the fact a PhD candidate from, say, the University of Waterloo’s English department (my alma mater), can choose the appropriate departmental title, the “Department of English Language and Literature,” instead of simply a generic title like the “Department of English.” Academia.edu achieves this by allowing users to populate the database as they register. So the first registrant of a given department paves the way for subsequent registrants to easily select their department from a list of options.

Interface

In terms of user interface, Academia.edu has done everything right. The layout is clean and clear with solid web architecture. And one of the most noticeable aspects of the site is the visual layout of academic departments. Once a user has chosen their institution and department, they can see the other faculty members, graduate students, and staff who are also Academia.edu users (see my screen shot).

Academia.edu screen shot

I think this is a neat way to visualize the hierarchy of a given academic department, although I have to admit it’s rather unremarkable if a department only has four Academia.edu users. The site uses a similar visual approach for laying out users according to their research interests.

The is also comprised of four primary feeds: News, Papers, People, and Status Updates. Which leads me to the next part of my post . . .

What I hate about Academia.edu

In its current iteration, I despise Academia.edu because users can’t filter the site’s feeds. The feeds are scrolling updates about users posting papers, status updates, profile changes, etc. You’ll be most familiar with this user interface from Facebook (and I can only assume you’re familiar with Facebook if you’ve read this far.) Academia.edu claims . . . CLAIMS that the site uses your reported research interests to populate your feed with information you’ll find relevant. Well this is just not true.

Like many others, I’m an interdisciplinary researcher with interests reaching from Linguistics to Medical Education. Perhaps this diversity is the reason my feed is constantly clogged with information about academics who I am not interested in and papers that I don’t want to read. Although the site allows you to “Follow” the work of some academics, this doesn’t occlude the work of academics you’ve never heard of from appearing in your newsfeed.

Everytime I log into Academia.edu I find myself having to sort through a wealth of unnecessary information. While I can perhaps see the logic insofar as the site’s organizers hoped to foster previously unknown research connections, it’s completely unacceptable that I my Papers feed contains a graduate student research paper about Islamic poetry when the closest Research Interest that may link me to this topic is “Illness in Literature.” This site desperately needs filters for their feeds and right now they don’t.

So maybe I was a little off when I said the site’s designers fully understood their audience. After all, while academics are particularly good at cutting the chaff from the wheat, we need to be in control of WHO’S work we want to follow, and WHICH papers we want to read. Anyone who understands academics knows that while we appreciate recommendations, we don’t want them forced on us.

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Academic PR part 1: What is Academic PR?

This is the first of a series of posts I’ll be writing on Academic Public Relations (PR). The thrust of these posts is to talk about Academic PR as a set of strategies for academics, young (graduate student, PhD candidates, etc.) and old (ABDs, post-docs, sessionals, etc.), who are looking to get their work noticed. All major post-secondary institutions will have PR departments, but this isn’t Academic PR. A university’s PR team governs their institution’s image in order to recruit students and increase public awareness, but Academic PR is the practice of PR by academic professionals seeking to network, disseminate research, and discover funding opportunities.

A teachable topicAcademia

The job placement rate of a given graduate program directly relates to that program’s prestige. And more prestige leads to more funding, more industry partnerships, and more growth in the form of course offerings, faculty specializations, and scholarships. So it behooves academic institutions to teach career strategies, doesn’t it?

You’ll recall an earlier post where I interviewed Carleton University’s Dr. Lara Varpio and she outlined the importance of networking for PhD students nearing the end of their studies. Dr Varpio told me that effective networking helped her land her a job, and that effective networking leads PhD students and post-docs to the coveted markers of academic success: publications, fellowships, scholarships, and, most importantly, jobs.

Graduate students are told to disseminate their work at conferences and to network; but they aren’t taught to put themselves on the radar of potential venues for their work. And while Dr Varpio had in mind the more traditional form of networking (face to face at academic conferences), it is my contention that graduate programs and graduate students fail to teach the networking possibilities afforded by the internet, i.e., Academic PR.

Hidden curriculum

So in this sense, Academic PR remains the hidden curriculum of graduate studies: there aren’t any courses taught on this subject, but you need to understand it if you hope to get a job. Why is this?

It could be that the practice of Academic PR is distinctly unacademic. The academy is about pure objectivity while PR is about overt and covert persuasion; the academy is about meritorious knowledge dissemination while PR is about strategic knowledge dissemination; the academy is about research and reporting while PR is about pragmatic, human connections. But the fact remains that many successful academics are practicing Academic PR, and the next generation of academics should learn to do the same.

What do you think? I can see this post generating a lot of disagreement, and that’s great! I’d love to hear your feedback in the form of a comment below.

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Great Minds 2: Lara Varpio

Picture Varpio

This is the second post in my Great Minds series, a set of interviews with writers and thinkers who have inspired me. My academic work has introduced me to numerous professors doing fascinating work on literature, cognition, and social action. Lara Varpio is my second great mind.

Assistant Professor in a Faculty of Medicine is not the first place one would expect to find an English PhD graduate, but that is just where University of Waterloo Department of English Language and Literature PhD alumnus Dr. Lara Varpio finds herself at the University of Ottawa. Lara is a recent PhD graduate with a job, and that should be an inspiration for current and potential PhD students alike. I hope this interview with Lara provides as many valuable insights for my peers as it did for me.

A: How did you end up in the English PhD program at UW?

L: I should start by saying that the work I do now is fairly removed from standard department of English training. I am originally from Sudbury. I did my BA in English at MacMaster. I soon realized that I wouldn’t get too far with a Bachelor of Arts. The Master of Arts professional writing stream at UW interested me. But my work was not related to medicine at all.

A: Could you discuss your experiences as a grad student?

L: After completing my MA, I moved to Sweden for 3 years. I was a professor and I taught Business Communication. After one year, I was bored intellectually. So I contacted Catherine Schryer to find out about doing my PHD from abroad. I talked to the department chair at the time, Neil Randall, and, despite the fact that nobody had ever done a PhD from abroad, the department let me in. So I started my PhD while living in Sweden . . . I remember for a course with Professor Michael MacDonald, I submitted my class presentation on a CD-ROM. I found a video camera and one of my students in Sweden videotape my presentation. I completed two terms of coursework abroad. For the third term I came back to Canada for the residency requirement and then I realized how homesick I was. I completed my work in Canada.

I didn’t want to waste time on a dissertation that didn’t engage me. I approached Catherine Schryer and told her that I probably would not complete a PhD if I didn’t find something intellectually engaging. She introduced me to Lorelei Lingard, who introduced me to the medical education community at the Wilson Centre [for Research in Education] at the University of Toronto. We joke that I went there for a 3 day visit and stayed for 3 years. I brought my experience with Actor Network Theory and Rhetoric to the table, and I was the first PhD student that the Wilson Centre co-sponsored.

A: What advice do you have for current graduate students?

L: It’s so important to find a project that engages you. Aside from that, think outside the box when it comes to funding. So often English graduate students think about OGS and SSHRC. I was the first Arts student at Waterloo to get CIHR funding. So I got medicine to fund me and OGS as well. But I couldn’t get my SSHRC application past the department . . . Also, your supervisors are key. The importance of your supervisor to your later success cannot be underestimated. I am also a big believer in mentorship. You need people to offer guidance. I was lucky to find mentors in Catherine Schryer, Lorelei Lingard, and at the Wilson Centre. Academia is changing and you need mentors and you need people to help you walk down the new academic corridors. Also, complete your PhD studies with the end in mind. Decide on your dream job. It doesn’t have to be tenure-track in a department of English. There are different kinds of PhDs, some are theoretical, some are practical. You can make your PhD the tool you want it to be for where you want to go. You can teach or you can be a researcher.

There will be a dark night of the soul. If you’re doing graduate work, there will be a night where you feel like you can’t do it anymore. It’s important to take those experiences seriously, but it’s also important to look at those moments in the overall picture. Think of those moments in context. Sometimes you will want to give up, and maybe you should; but don’t be too hasty.

A: Do you have any career advice for current PhD candidates?

L: I have found my dream job. I can take all the theories and skills from my graduate work and apply them in a different context. Medical Education is my sandbox and my training in the Humanities is my shovel and pail. Every day I am excited to go to work. I have total control over what I do and how I do it . . . When it comes to finding a job, I can’t stress the importance of networking enough. A lot of jobs will never get posted, and you will never find them if you’re waiting for postings to appear online. I recommend PhD students go to conferences, especially if there is someone giving a talk who they admire. Prepare for the talk by thinking of one good question. One intelligent question—and you can underline intelligent. If you can ask that question, you can start a conversation. If you do it right, you should end up with their business card in you hand. I always did that and I still do. I find the people by attending their presentation, I ask an intelligent question, I ask about a recent article. Build connections with people you want to work with.

I can’t emphasize enough the importance of networking and the importance of being a good networker. You don’t want to be sucking up; you have to look like someone who is interesting and who is doing exciting work.

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Job advice for Arts graduates entering the workforce

Graduation_Hat_Toss

I’ve just completed an eight month work placement component for my English MA. Before I was finally hired at a local marketing company, I was turned down by six companies in a row. I realize now I wasn’t hired at those first six jobs because academic hubris got the better of me. I thought that my graduate student status would automatically qualify me for jobs ahead of undergraduate co-applicants. Bad move.

It took me two months to find a co-op job. Coursework was mounting and I needed to find work. It was very frustrating. So I booked an appointment with an advisor, attended a practice interview session, and had my resume edited. Along the way, I asked a lot of questions and received a lot of helpful advice. I was hired by the next job I interviewed for.

This post is a synthesis of my advisor’s advice and the advice of several prominent local technology managers–gleaned from a Non-Acadmic Careers Workshop. I hope these tips help you find the job of your dreams.

What makes Arts graduates worth hiring?

Analytical thinking

Arts students are taught to analyze poems and dense literary or philosophical texts by breaking texts down to their fundamentals and researching problems that have plagued academics and scholars for hundreds of years. In the workforce, Arts graduates can do the same thing for business problems. Analytical thinking is thinking on your feet. It’s the ability to make a point, back it up, and persuade your audience.

Lateral Thinking

rubicks cube Lateral thinking is quickly recognizing connections between dissimilar concepts. This is how Arts graduates use their creativity and experience to connect with the needs of their employers. I had no experience in communications, marketing or professional writing when I graduated with my English degree; in fact, all I had on my resume were jobs waiting tables. Lateral thinking allowed me to pull transferable skills out of my past experiences. On my resume and cover letters, I argued that a waiter has to be an expert at customer service, multitasking, defusing tense situations, working in a fast paced environment, in a process of constant decision making.

Critical Thinking

Do you think literary theory or philosophy doesn’t matter in the “real world”? Your experience with critical theories gives you a critical viewpoint. This when you use your powers of analytical thinking to explore a concept/object, but then detect flaws, logical lapses, or potential binaries that could be impeding some type of progression/connection.

Whether your perspective is postcolonial, postmodern, linguistic, or philosophical, Arts graduates think critically about problems, solutions, and processes from multiple perspectives. You’re finding problems before anyone else realizes there are any.

Scholarship

Aside from the ability to learn, write, and think, your Arts degree represent respect for timelines, schedules and deliverables. You’ve worked hard under pressure to ensure timely completion of your work. Graduate students should mention the difficult application process for graduate studies, and the strategies they use to manage an intense workload.

How will your resume and cover letter lead to job interviews?

Cover Letters

For every job your apply for, take the posted job requirements and demonstrate your awareness and abilities with an individually tailored cover letter. Carefully read the job descriptions and try to single out buzzwords to smoothly incorporate into your resume and cover letter. Pay attention to striking verbs that are likely common within your potential employer’s corporate culture. This demonstrates you’ve done your research and, thus, you’re a quick learner.

Buzzwords

Potential buzzwords to consider: experience, rhetoric, human factors, interactivity, information architecture, technical communication, user experience, product management, versatility. In any communications field, remember to talk about an audience.

Skills

TeamworkComputer hacking skills, Bow Staff skills . . . Seriously though, don’t forget to highlight your extra-academic skills. Employers are interested in your experience with music, drama, dance, sports, and any other type of collaborative enterprise that demonstrates teamwork, creativity, or coordination.Also highlight any volunteer experience you have.

You might want to tweak this section of your resume depending on the job you’re applying for. For example, demonstrate an interest in technology if you’re applying for a job with a technology company.

Also discuss your awareness of or experience with relevant technology for the workplace (this information is in the job posting; for example, a posting may indicate experience with Microsoft Visio is recommended). Remember, you may not have experience with Microsoft Visio, but you do have experience with research. So go look up Visio, check out its Reviewers Guide, and familarize yourself with the program. Then you can add “familiarity with Microsoft Visio” to your resume as the job posting indicates you should.

References

Ensure your references are up to date and let them know that phone calls will be coming. Don’t be afraid to remind your reference of the skills that made you a good colleague while you were in a professional setting.

Professional Associations

Though likely out of your purview right now, consider membership with a professional association, such as the Society for Technical Communication, the Usability Professional Association, or the Editors’ Associate of Canada. These certifications are a great way to demonstrate that you’ve purposely gone out and became certified as a specialist in a given field. All of these professional associations have student rates. Professional certification is a nice balance with an academic career—it shows practicality and that you know what you want out of your career . . . even if you don’t.

How do I nail my interview?

Commitment

Discuss an interest in educational opportunities, professional development, or a future with the company —after all, you’re a graduate and employers look at degrees as evidence of commitment to an ideal. Ask abut pay raises, objective setting, and employee reviews—again expressing an interest in self-improvement and training that will contribute to your employer.

Questions

9153703052 Ask lots of questions about the organization that will cause interviewers to “sell” the company to you. If they’re selling the organization to you, then you don’t have to talk as much during the interview and the interviewer feels great about their job at the end of it—it’s a win/win and it makes you look good. Remember, effective questions for the interviewer will be based on your research.

Answers

Interviewers want to know what kind of person you are. The business world is about deadlines, multitasking, and teamwork. These are the kinds of activities at the job–not the job itself—so demonstrate you’re aware of HOW to work effectively. Anybody hiring you is thinking of systems, relationships, and how to streamline company processes. You need to show how you will fit in. Interviewers want you to highlight the fact that you know how to learn.

Importantly, before answering a tough interview question, take the time to pause and think about your answer. Don’t just start rambling and then lose your thought process. There’s nothing wrong with saying, “good question, let me think about that for a second.”

What kinds of questions are they going to ask?

One technical communications manager I spoke with mentioned three standard interview questions her company uses, why they ask them, and the answers they want. Here they are:

#1: Think about a time you had to sell a problem, influence a decision, or recommend a change nobody wanted. How did you forward your agenda?

The goal of questions like this is for you to tell the interviewer how you communicated effectively in ‘situation X’. Remember, your answer doesn’t have to be something professional, it can be personal. So you could talk about an experience with a group project in school or an experience from your jazz band—it’s up to you.

#2: in the past, have you had to deal with a difficult developer? How did you get the information you required from that developer?

Some company interviewers will deliberately use terminology that you’re not familiar with in order to put you out of your element. The goal of this questions is for you to demonstrate lateral thinking by connecting the fact that, although you probably haven’t worked with a “developer,” you have worked with a difficult person—again, a great time to talk about how you communicated effectively in ‘situation X’. So talk about how you were working with a difficult person in a collaborative setting and the strategies you used to forward your agenda.

#3: How would you start documenting a software feature?

Again, the interviewer knows you likely don’t know about “software features,” but they want you to make a connection; they want you to think laterally. So talk about how you would document anything: you would do research and use analytical, critical, and lateral thinking to establish your audience’s need. From there you would write a concise, effective document about that “software feature” for that audience.

Any other advice?

I can’t emphasize this enough: RESEARCH! Demonstrate that you’re aware of what the company you’re applying for does and what your potential role there entails. This is great fodder for questions you will ask during your interview, and interviewers love being asked questions!

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