Learning and Technology Success and Strategy in a - elearnspace.doc

Learning Technologies 2009 London, UK George Siemens University of Manitoba gsiemens@ January 29, 2009 Learning and technology: success and strategy in a digital world In October 28, 1906 a train heading to Atlantic City, jumped the track over a drawbridge at Thoroughfare Creek. Train doors were locked, rendering it almost impossible for anyone trapped inside to escape. Fifty-seven people were killed. This event barely warrants mention in light of the enormous carnage of the 20th century. Yet, the way in which this event was covered by the press has impacted almost everyone in western society over the last 100 years. Information shapers... After the railway accident, Ivy Lee - a young ambitious partner in a new public relations firm – convinced Pennsylvania Railroad to issue what many consider to be the first press release. In spite of the tragedy, the railroad was applauded for its openness and transparency in the event. Newspapers, prior to Lee’s press release, had difficulty finding accurate information. Corporations weren’t cooperative. Eye witnesses could vary greatly in their accounts. Through more transparent communication with the public, businesses realized that they were able to shape information to create favourable views of their company. Influencing the interpretation of information became as important as the initial provision of information. The origin of public relations firms reveals how new ways of interacting with information results in the generation of new corporate and even societal processes, a relevant lesson for educators and learning and development professionals. Shaping information influences public perception, politics, and eventually government policy. ATT was one of the first organizations to recognize the link between public opinion and government policy. Their PR initiatives generated public acceptance of a near-monopoly corporation, built on the message of ATT as imperative to a prosperous American society. Public relations develop