Diane Seimetz, Launch Principal, offered her take on Journalism and Mass Communication Education at the recent Idea Summit hosted by the Association of Schools of Journalism and Mass Communication (ASJMC). The topic of the Summit, held at the Hyatt Regency Dallas, was “The changes I would make in Journalism Education.”

Communications professionals, including Seimetz, came to discuss what Journalism majors — and the corresponding curricula — are doing right and critical areas for improvement. The event focused on the perception that there are no new jobs in these professional fields, and the consequent dwindling numbers of students in these majors. In attendance were eminent presenters and academics from some of the most respected mass communication schools including Syracuse, Trinity Tech, TCU Schieffer, BYU, Missouri and Scripps College of Communication.

“The topline to the students was that the world still uses pictures and words to tell stories,” explained Seimetz. “The need for that skillset and talent hasn’t changed.”

In addition, “Students should be held to real-world timelines and more realistic deadlines. They should be taught how to concept quickly and accurately, and call upon that creativity at a moment’s notice to survive in their first jobs out of school. Inspiration is capricious, but creativity is on demand.” Seimetz proposed pointers on “how to do things quickly” and “how to articulate and present ideas well.” She contended that good ideas are often lost because someone couldn’t sell them.

Seimetz suggested class topics with more immediate, and practical application, such as: “How to Have a Two Way Conversation with Your Audience,” “How to Change Your Voice When You Change Medium,” “How to Sell Something in 140 Characters” and “Writing for an Audience with the Attention Span of a Gnat.”

One of her key takeaways was that because the lines between advertising, marketing, and journalism are blurring, there are new opportunities for students who understand aspects of all three and possess the skills to utilize them. Most current courses offered in these programs are attribute-driven as opposed to benefit-driven. Shifting this paradigm could help students in their approach to solving problems and critical thinking.