Now that Rachel’s set us off, I thought I’d offer my two penny’s worth on the first four weeks of our Edelman graduate scheme. What’s particularly struck me is just how much I have to learn, especially about things like the PR 2.0 movement. I definitely consider this steep learning curve that I’m embarking upon a good thing. After all, it would be depressing to start off in an industry and know it all already – there would be no challenge or excitement in that.

Fortunately, having chatted with my fellow Edelman grads and met some more just embarking upon their PR career, I know that I’m not the only one, on occasion thinking: I don’t understand what everyone’s talking about!

Acronyms… OK, technical-ish terms, more or less, but PR 2.0 and new social media forms – the new PR buzz movement / latest tool… all a little vague for me. However, I am getting to grips with it thanks to blogging presentations making up an important part of our introductory training. I’m even a fully signed up member of netvibes.com and here I am… blogging!

“So what does it all mean?” is no doubt what most students / graduates, considering applying to the graduate scheme with Edelman (and by the way, you definitely should!), and reading this will wonder. From what I have gathered to date, PR 2.0 is about the use of new social media forms (blogs, social networking sites like Facebook, YouTube etc) for PR purposes. It is the art of communicating a message by engaging in conversation with the consumer, allowing them to respond, rather than bombarding them with aggressive advertising, or journalists with press releases.

To sum up after my first four weeks, bar a little expected confusion, I’ve had a great time as a graduate trainee at Edelman. Everyone I’ve met and worked with has been as friendly and helpful as I could have wished. Also, it’s good to know that there’s lots to learn and lots of exciting developments in the PR world. It would be dull to be entering an industry where everything was common place and static. In general, I’m so grateful that my graduate training is being conducted in a welcoming office without horrendous scary tests and exams. Yes, it’s info overload, but it’s info that I really want to get into my head and I like the way in which I’m able to do so.