While one of the pandemic side-effects has been a nationwide drop in student engagement in extra-curricular activities, PR students at several universities are developing creative ways to increase participation and positive awareness of the public relations profession.
I recently had the opportunity to participate in a unique PRSSA chapter program at DePaul. In recognition of Ethics Month, the PRSA Fellows challenged several members and universities to create programs that would raise the importance of conducting communications at the highest ethical standards.
After lining up a blue-ribbon quality panel of senior pros, it seemed logical to invite non-PRSSA members to the event. Outreach was made to Amy Merrick, faculty adviser for the DePaul Chapter of Society of Professional Journalists (SPJ), and journalism program chair Jason Martin, who brought his journalism ethics class. With their quick buy in, PRSSA leaders and faculty adviser Juliet Stantz pulled together a powerful program moderated by PRSSA and SPJ leaders. The resulting 90-minute program fully engaged more than 50 students and faculty as they heard the pros candidly share their experiences about ethical challenges and provided tips on how to deal with them.
Expanding the Traditional PR “Tent”
Another impressive initiative is underway at the University of Florida, which boasts one of the largest PRSSA memberships — more than 200 members. Quite fitting for one of the founding chapters of PRSSA. Rather than rest on their past success, PRSSA leaders and adviser Mickey Nall are creatively finding ways to engage the broadest number of PR students.
“Over the past few years, we have ‘founded’ a variety of organizations that allow students to pick and choose where they may find leadership opportunities and access to other national, regional and state groups,” Mickey explained.
“Over the past few years, we have ‘founded’ a variety of organizations that allow students to pick and choose where they may find leadership opportunities and access to other national/regional/state groups/networks for internships and jobs. We founded the second Black Public Relations Student Society (BPRSS) chapter (Temple University was first) and the first Hispanic Public Relations Student Society Association (HPRA) in the US.” Senior Lecturer Natalie Asorey is the faculty advisor and is now serves on the National HPRA board, while agency veteran-turned-educator Pat Ford is the chapter advisor for BPRSS.
More recently, UF PRSSA helped form the Asian Communications Association(ACA), the Public Interest Communications Association (PICSA) and CHOMP, the Florida Public Relations Association (FPRA student chapter, now one of 16 across Florida). According to Mickey, these groups give the colleges 600+ PR students “greater opportunities and experiences and exposure to what interests them most as they look to the profession and opportunities in Florida, US and the world.”
In order to “broaden the tent” of student engagement, UF’s PRSSA recruits speakers to visit Gainesville. In an effort to get the maximum benefit of guest speakers who make the trek to campus, the PR program is trying a new model this week that hopefully engages greater attendance.
The first meeting is this Wednesday evening featuring Disney external communications manager Mike Piacentino. Joining forces for the program are the following partners:
- Alpha Chapter, UF PRSSA
- Alpha PR (the student led public relations agency, part of PRSSA)
- Asian Communications Association
- Public Interest Communications Student Association
Black Public Relations Student Society - Hispanic Public Relations Student Association
- CHOMP, Florida Public Relations Association Gainesville, FL student chapter
Mickey Nall noted this initiative wouldn’t be possible without the enthusiastic support of PR faculty members and program chair Myiah Hutchens, Ph.D.
Other PR-related subgroups are being considered at UF, providing a terrific blueprint for other colleges seeking to broaden participation in career-focused public relations programs.
PRSSA Chapter Leaders/Advisors: Have a great example of how you’re broadening the PR tent? Please share in Comments or drop me a note.