THE MEDIUM Virginia Tech PRSSA | Spring 2016 | Vol. 25, Iss. 2
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VT PRSSA, The Medium
IN THIS ISSUE: Hokies Encourage InclusiveVT by Rachael Downs, pg. 2 What in the World?: How to Market Your Time Abroad by Casey Parrett, pg. 3 Member of the Semester pg. 3 Q&A with Dr. Cornelius Pratt by Melanie Ford, pg. 4 Creating Facebook Events: Worth It or Wasted? by Lauren Etheridge, pg. 5
Hokies Encourage InclusiveVT by Rachael Downs
If you Google “diversity at Virginia Tech” the result is a number of websites discussing the culture here, and that speaks volumes for this University. According to CollegeFactual.com, Virginia Tech is ranked 811th in ethnic diversity nationwide, with a student body composition that is similar to the national average. With this being said, the university is not settling with this ranking. They are working on a daily basis to continue accepting more and more diverse students to make our student body stand out and stand together.
Take It From a Senior by Shannon O’Dowd, pg. 6 National Assembly Recap by Pat Rouleau, pg. 7 ND&P Spring Agency Tour by TJ Davis, pg. 7 Online Connections Can Benefit Your Job Search by Carley Armentrout, pg. 8 MEMO: Virginia Tech’s Premier Co-Ed A Cappella Group by Anna Pendleton, pg. 8 2016 - 2017 Executive Committee pg. 9 Goodbye from the President pg. 9 Summer Jobs pg. 10 Director of Publications, Katharina Elberti Copy Editor, Melanie Ford
#HokiePR
Irving L. Peddrew III [left] was the first black student admitted to VT in 1953 [pictured in 2016 with President Sands]
As part of the new InclusiveVT approach, the university’s deans, vice presidents, and other senior leaders were asked to identify initiatives designed to advance inclusion and diversity within their scope of responsibility. The initiatives were strongly influenced by the suggestions offered at the information forum held in September 2014. Leaders submitted the ideas to the President’s Inclusion and Diversity Executive Council in late fall 2014. We adopt and practice the following principles as fundamental to our on-going efforts to increase access and inclusion and to create a community that nurtures learning and growth for all of its members. In October of 2014, President Timothy Sands unveiled Tech’s expanded antidiscrimination policy and announced a broad restructuring of diversity
initiatives to about 400 employees at the Inn at Virginia Tech. Virginia Tech has joined four other state universities in banning discrimination against transgender students, faculty and staff, and has mounted a new effort to increase the school’s overall diversity. Sands then said including transgender people in the university’s policy is an important step in “changing perceptions of Tech, which is often stereotyped because of its rural location, its engineering and technical focus and its history as a predominantly white school.” (Roanoke Times) These changes speak greatly to the lengths Virginia Tech goes to in order to be inclusive. If an applicant gets admitted to the university then they should be able to attend comfortably and without any sort of discrimination. Even more recently, Sands shared plans for additional investments in faculty recruitment and student scholarships and a series of strategic next steps with members of the President’s Inclusion and Diversity Executive Council. “To become the leading global land grant university in the world we must attract the best students from all backgrounds, regardless of ability to pay, and recruit and retain talented faculty members who will prepare our students to be leaders and engaged citizens with the cultural competence to work in diverse teams and solve complex problems,” Sands said. These new initiatives further support the goals that Sands laid forth in 2014. Virginia Tech is more determined than ever to build an inclusive campus climate. The university is working to continuously provide an environment in which anyone can grow and preparing scholars to be leaders in their field. Tech will increase its commitment to diversity and inclusion to keep up the momentum of InclusiveVT and its initiatives.
o courtesy of career.vt.edu Spring 2016
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What in the World?: How to Market Your Time Abroad by Casey Parrett
According to an IES Abroad research study, “90 percent of students who studied abroad found their job within the first six months after graduation.”
Less than 10 percent of Virginia Tech students study abroad. Studying abroad is a great way to differentiate yourself from other job candidates. When you spend time in other cultures, you gain a new perspective on the world around you. This new perspective will allow you to bring a unique mindset not only to your everyday life, but also to the work you do. You gain a new appreciation for your own cultures and traditions by being removed from them for a significant period of time, and you learn new ways of thinking that may replace some of your old beliefs. Studying abroad stretches you and challenges you in every way. It will prepare you to work in a
constantly changing world and keep your clients or organization relevant. Studying abroad is a challenging and wonderful experience. It pushes you out of your comfort zone, forces you to take risks and rewards you with some of the most incredible experiences you’ll ever have. Learning to navigate outside of your comfort zone and take reasonable risks are great skills for public relations professionals. The content you create to represent your clients needs to be accurate and enticing. Living in and observing other cultures will expose you to new methods of marketing and company/public interactions. It will also give you a new appreciation and understanding of how important it is to know and speak directly to your audience when communicating. The smaller the audience and the more direct the message can be, the more effective the interaction will be. Studying abroad requires planning and organization. Students plan their own trips and travel, most often, with others who are just as inexperienced
as they are. Plan A rarely goes off without a hitch. There was a particular weekend I reached plan D before ever leaving home base. Making adjustments and being able to adapt as plans change is imperative in any job today. Studying abroad
will give you plenty of opportunities to strengthen your flexibility and adaptability muscles. After studying abroad, you will have a better understanding of the world and how to interact with it. Communicating clearly with groups of people is a public relations professional’s main purpose. Studying abroad will prepare you to do just that by making you more aware of the world around you.
Member of the Semester: Neeka Eghbali Year and major? Freshman public relations and consumer studies double major Why did you get involved in PRSSA? Before coming to Virginia Tech, I knew I wanted to join PRSSA to gain experience in the field of PR. I was so excited to attend the first meeting, and that excitement will never leave me. PRSSA is comprised of the most amazing people I have ever met, and I wouldn’t trade it for the world. I have learned so much about how to be successful in the industry while also learning more about myself. Where do you one day hope to be career-wise? In the near future, I hope to be working for a PR firm in the DC Metro area. However, I am open to any opportunities that may come my way. What has PRSSA done for you? PRSSA has provided me with more than I could have ever imagined. I have not only gained a professional network, but have also gained lifelong friends. As a newly elected Co-Director of the Ut Prosim PR firm, I am so excited to give back to the organization that has given so much to me. What’s one thing you would tell potential PRSSA members? Don’t be afraid to get super involved in PRSSA right away. There is something for everyone, from the different committees (event planning, student-run firm, publications) to networking opportunities. It’s truly what you put in that determines what you get out of it, and PRSSA has so much to offer.
VT PRSSA, The Medium
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Q&A with Dr. Cornelius B. Pratt by Melanie Ford
Dr. Cornelius B. Pratt taught communication courses at Virginia Tech from 1983-1991. He was the first faculty adviser for PRSSA at Virginia Tech after its founding in Fall 1985. As a current professor for the School of Media and Communication at Temple University in Philadelphia, Pratt specializes in global and development communication, as well as strategic communication. Dr. Pratt gave the following interview to Melanie Ford on April 21, 2016. [Edited for content] During what years were you the faculty adviser for VT PRSSA? I was faculty adviser for two years (1985-1987). I think Dr. Louis Gwin took over in the fall of 1987. [Dr. Rachel Holloway was one of VT PRSSA’s faculty adviser in the 1990s, after arriving at Virginia Tech in 1989]. Would you tell me a little bit about the founding of the PRSSA chapter at VT? Did you establish it, or did students partner with you to assist in founding the chapter? I wrote the proposal for a chapter and submitted it to headquarters in NYC. On approval, rallied the troops on campus—that is, communication studies students interested in public relations particularly from a hands-on perspective. It was clear that the students wanted to practice public relations without walls; therefore, the students were the impetus—the fillip—for conceiving of the Virginia Tech PRSSA Chapter. The point here is that students were the key drivers in the founding of the chapter; I was at best only a facilitator.
• To encourage our students to think—and act— professionally. • To give our students something about which to crow, thereby giving them a strong sense of community and of pride. • To make Virginia Tech students competitive in the marketplace. • To place the communication studies program and—by extension—the university on the map. Do you have anything else to add, or anything else that we should know about the founding of VT PRSSA? It was a good move; it was a superb beginning. Virginia Tech students continue to be enriched by their participating in the chapter, which, I am told, has grown significantly since its humble beginnings in the mid-1980s. Is there any advice you would give to PRSSA students, as someone who has seen and experienced the communication field evolving over the past three decades? Do not be risk averse; think big—and think outside the box, too. And don’t be afraid to fail. Communication is driven by technology, by telepresence, by a convergence of media outlets. The days of having one’s forte in only one media platform are gone. Communicators are generalists: they are polyglots, “multitaskers,” social-media gurus, big-data aficionados, as well as strategic thinkers and planners. Anyone who thinks singularly or is enamored with the margins is dispensable. Thank you, Dr. Pratt, for all that you’ve done to assist in the founding of our chapter.
About how many individuals were in VT PRSSA in 1985? The early chapter had between 30 and 40 dues-paying members (in good standing). What was your vision for the chapter? What did you hope it would accomplish in years to come?
From the Archives: 1992 Chapter Members
Spring 2016
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Creating Facebook Events: Worth It or Wasted? by Lauren Etheridge
Social media outlets dominate the communication world and are a key part in successfully gaining support and attention from today’s generation. As of late 2015, there are 1.59 million Facebook members worldwide. With that growing number, it is uncommon for an individual, especially Millennials, not to have a Facebook account. That being said, if you have a Facebook account, you have most likely received event invites through the popular medium. Some pros for using the good ole’ Facebook Event invite for your next shindig include no cost, anyone can do it (as long as you have an account), it is quick and easy, and the invitation can reach a large audience. Upon receiving the invitation, users are given the options to RSVP with “yes,” “no,” “maybe,” or to not respond at all. Whether you choose
to respond or not, the ability to see sashays in the big drawback of using who has responded is at all invitees them. disposal. People filter through the information But the question is, does it work? most important to them. Sometimes that means Facebook Event invites I posed this question to my friends. do not make the cut, and they get When asked if they were more likely overlooked, leaving the host with to go to an event they RSVP-ed to a small group of guests. It isn’t over a Facebook invite, the general necessarily that people would not consensus was a resounding yes. want to go to the event; it could just Furthermore, having the option to simply be it got lost in the many other commit to the event gives the added notifications received. push for a person to decide as well as a reminder to actually attend the event In any case, Facebook Event invites after RSVP-ing. are worth the little time and effort to create. We as a generation are so No matter how great social media virtually connected that the most platforms become, there are always efficient way, especially as a broke drawbacks. Everyday users of social college student, is deferring to a media are bombarded with push Facebook invite. Plus, you can always notifications and alerts of what’s send a complementary text to some happening in the online world. close friends to spread the word for Facebook Event invites are another the party! one of those many notifications that users will find annoying, which
Interested in joining? Email President Katie Pesek at ktp94@vt.edu to receive listserv emails, internship opportunities and meeting information. Join the Chapter’s LinkedIn Group | enter ‘Virginia Tech Public Relations Student Society of America’ Website: vtprssa.weebly.com | Facebook: www.facebook.com/VTPRSSA | Twitter: @VTPRSSA Faculty Adviser: Dr. Douglas Cannon | Professional Adviser: Lori Greiner | Local PRSA Chapter: Blue Ridge
VT PRSSA, The Medium
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Take It From a Senior by Shannon O’Dowd
There wasn’t a dry eye in Lavery 330 after the final PRSSA meeting of the spring 2016 semester. The Take it From a Senior meeting has been a tradition in VT PRSSA for years. The idea is that PRSSA’s knowledgeable seniors stand in front of the underclassmen and fill their minds with their experience, advice, expertise, and sometimes jokes that they have obtained over the last four years Q&A style.
• Don’t limit yourself. President, Melanie Ford, suggested underclassmen apply for jobs and internships that are reach, possibly obtainable, obtainable, fall back. Apply for several positions, even if it’s embarrassing how many you’ve applied for.
• If you don’t know how to network, learn it. Networking is the most common way to obtain a job or internship. Director of Publications, Katharina Elberti, pointed out that even if a company doesn’t have an open position for you, they can make one for you or they’ll remember you when a position does become available.
• Incoming President, Katie Pesek, advised fellow PRSSA members to talk about what they’re passionate about. MacKenzie Wine encouraged that members try to do something with their passions. Member Relations Chair, Sarah Harvey, added minor in your passions.
Robertson, and the remaining seniors, “[hope that] underclassmen take away that you can make some pretty amazing friendships and memories through PRSSA.” Katie Pesek added that she hopes members know “how important relationships within PRSSA are. Getting to know peers and alumni can open your eyes to a lot • Look for jobs outside your comfort and make the organization even more zone. That may be the perfect job fulfilling.” for you. Events Planning Chair, MacKenzie Wine, added: be sure you After the Q&A, Melanie Ford and The main takeaways from the meeting know somethings about the area for Katie Pesek awarded each senior talking points during an interview. are: his or her superlative that was hand selected for them by the executive officers. MacKenzie Wine award Melanie Ford the “Melanie Ford Award” followed by touching words from each executive member.
In closing, PRSSA seniors hope that underclassmen will learn from those who have before them and they enjoy their remaining years at Virginia Tech • As the school year comes to a and in PRSSA. close, Co-Firm Director, Rebecca
Congratulations Class of 2016!
Spring 2016
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National Assembly Recap by Pat Rouleau
One of the thoughts going through my head when I was in Austin was “what a time to be alive.” Excuse the Drake reference, but that’s what was going through my head: it was a wonderful time to be alive.
Austin is a truly amazing city and I’m so grateful I had the opportunity to represent Virginia Tech, represent the Virginia Tech Chapter of PRSSA, and give back to an organization that has meant a lot to me this year. Getting to Austin was a lot of fun. Between walking around airports not really knowing where to go and flying alone for the first time, it was quite an experience. I had
heard good things about Austin but I never expected to have as much fun as I did. After getting to the hotel I decided to take a stroll around the city. My first stop was Darrell K. RoyalTexas Memorial Stadium, where the University of Texas at Austin plays football – it looked a lot different than Lane Stadium. After walking around and taking a lot of pictures, I walked over to the State Capitol building before heading back to the hotel for a reception with all of the other delegates and non-delegates. Not only was this a great networking experience but a really nice way of getting to meet people my age who were all so passionate about public relations. Everyone from other Chapters that I met was fun and genuine.
I hope some of the ideas that I heard and generated can be implemented at Virginia Tech. After the day’s sessions were over I joined some fellow PRSSA members for some of the best BBQ – because when you’re in Texas, you have to have barbecue – at a restaurant called Cooper’s Old Time Pit BBQ. I’m so happy and blessed that I had the opportunity to go to this event. It was one of the highlights of my year and I really hope I have the opportunity to represent Virginia Tech at more national events because of the networking opportunities, as well as the chance to explore places that I never thought I would get to see.
The second day I attended sessions with topics such as tips on how to improve your Chapter, improve your personal brand, and how to get people involved/what each Chapter does to get people to become involved. I learned a lot from these sessions and
ND&P Spring Agency Tour by TJ Davis
On Friday, April 15, eight PRSSA students had the opportunity to do an agency tour at Neathawk Debuque & Packett (ND&P) in Roanoke. ND&P specializes in marketing, advertising, and public relations and services clients including VCU Medical Center, Virginia Museum of Fine Arts, and many more. We had the pleasure of talking with ND&P Senior Vice President, Mr. Thomas Becher. Becher started off by telling us about his career path – ranging from journalism to marketing to public relations – and how he ended up at ND&P.
After delving deeper into the background of the agency, Becher told us about one of their most effective campaigns: increasing attendees at the Virginia Museum of Fine Arts, specifically to view the Japanese tattoo exhibit. Not only did ND&P use traditional media to help reach their audience, but they also took more creative approaches as well. One of the most effective strategies they implemented was bringing in a Japanese tattoo artist to paint the side of the ND&P office building. The tour concluded with Becher
showing us around the office. While the Roanoke location for ND&P has less people working there than other locations, it was still easy to see all the amazing work this agency was creating. From graphic designers to marketing coordinators, ND&P has a skillful team who is working on collaborating public relations into advertising initiatives. VT PRSSA is very thankful to Mr. Thomas Becher and the rest of ND&P for allowing us to have such a great experience and be able to learn more about different job opportunities in public relations.
VT PRSSA, The Medium
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Online Connections Can Benefit Your Job Search by Carley Armentrout
Have you heard the saying It’s not what you know, it’s who you know? Well, sometimes it can be the truth. Although it sounds unfair, it can be a huge bonus to get in touch with people in offices where you may want to have a job. Even if they aren’t exactly where you want to work, it can also be beneficial to have those connections so that they can relay your information down the line. Many social media accounts now make it easier than ever to make these connections. Fortunately for our generation, many employers are even using sites like LinkedIn to find new recruits. It may sound intimidating to reach out to “big wigs,” but more likely than not they have been in the same position as you and are more than willing to help.
David Cohen’s article “Job Hunting? Both Weak and Strong Social Ties Can Help” elaborates on how any ties to the outside world can help when starting the job search. Sometimes even that friendship on Facebook can help—even if you aren’t really “friends.” Just the fact that you have some sort of connection to a company can boost your chances of getting a certain job. Initially finding these connections can be tough, but if you put yourself out there on connection sites employers will start to notice. Sites like Hokies4Hire (for Virginia Tech students), Internships.com, and LinkedIn are all great tools to start your professional job network. According to the article “11 Reasons
Why Every College Student Needs a LinkedIn Page” by Kelly Walsh, students are highly encouraged to have a profile because of various reasons: gain connections to those in the field, get referrals, and possibly join groups who can help you gain information about the field you are going into. The easiest way to capture employers’ attention is by updating statuses, posting your resume, and making sure that future employers are in the loop with what you are doing in the job market. As a student and even post-graduation, it is important to have these connections. Whether these connections are weak or strong, employers have no idea, so adding someone to your page can only be a beneficial move.
MEMO: Virginia Tech’s Premier Co-Ed A Cappella Group by Anna Pendleton
Concert promotion, flyer designs, anniversary videos, and much more Mixed Emotion client work kept the firm committee members busy this semester. The co-ed A Cappella group is one of the newest clients for Ut Prosim PR and provided new projects and opportunities for members. This year marked the 20th anniversary of the formation of Mixed Emotions, also known as MEMO. Firm members have helped promote the 20th anniversary platinum edition concert throughout the semester and are excited to see it all come together. In preparation of the event, MEMO hosted percentage nights at Café de Bangkok, Wicked Tacos and Benny’s. These events provided the opportunity for firm members to create graphics for social media promotion using InDesign and other Adobe products. Additionally, table cards,
concert flyers and other promotional items have been made for the concert.
MEMO has decided to invite alumni and family to celebrate with them at this concert and requested the assistance of the firm to make a video honoring the past two decades. Firm members interviewed members of MEMO and asked them to detail their favorite memories and gathered clips of everyone saying, “We are Mixed Emotions.” The video was sent to alumni to create their own and to
thank everyone for their contributions to the success of the group. Working with MEMO this semester was a new and exciting opportunity for Ut Prosim PR. Members were able to expand portfolios, develop creative graphics and create the alumni video in conjunction with MEMO. This partnership has kept members busy and engaged with the client’s success and goals. The firm is anticipating future collaborations with MEMO and excited to see the partnership progress.
Spring 2016
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The 2016-2017 Executive Board [from back to front]:
Co-Vice President, Megan Finkbeiner Director of Publications, Anna Pendleton Chapter President, Katie Pesek Community Outreach Chair, Addie Orrison Treasurer, Melissa Buccino Digital Account Executive, Pat Rouleau Events Chair, Jordan Hogge Firm Co-Directors, Neeka Eghbali & Meagan Gray [Not Pictured] Co-Vice President, Casey Parrett
Goodbye from the President Dear VT PRSSA: I can’t believe this is my last semester with our Chapter. This Society and each of its members have come to mean so much to me. I leave you with these 10 tips that have helped me to make the most of the past four years as a Public Relations major: 1. We’re a pre-professional PR society…not a club! The only time it is acceptable to call PRSSA a club is when you want to see Dr. Cannon’s reaction. 2. Ask someone who you admire in your field (upperclassman, peer, or professional) to get coffee. 3. Help your peers to succeed as much as possible. 4. Get involved with a cause you care about: education, human rights, local community initiatives, food drives, shelters, farmers markets, or anything. Don’t get so bogged-down in the here-and-now that you forget the big picture: model Ut Prosim and give back. 5. Apply for A, B, and C-list jobs – just like how you applied for colleges. If you put all your eggs in one basket, you’re going to be disappointed, especially with a fastpaced industry like ours.
for informational interviews. Connect with alumni at those companies using LinkedIn. Your job search starts in the fall. 7. Speaking of your job search, go to a PRSSA national event, such as conference or assembly…they are both lifeand career-changing! 8. Check out the awards and scholarship section of www. prssa.org – you have pretty good chances at winning one, since they’re exclusive to PRSSA members! 9. RPIE/RACE/ROPE: pick your favorite and don’t forget it! The four-step PR process is life. 10. When someone says that PR is spinning information, tell that person about the PRSA Code of Ethics and what it means to you. Reach out to me anytime at melaniefordb@gmail.com. You will always be my PRSSbAes! Best, Melanie Ford
6. If a company doesn’t have job listings posted yet ask
Chapter Statistics
148
dues-paying members
38
graduating seniors
396
56
clicks to our blog: vtprssa.weebly .com/blog
cans collected for charity
VT PRSSA, The Medium
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The Virginia Tech Chapter of PRSSA takes great pride in its members’ accomplishments, both academically and professionally. A Chapter is only as strong as its members, and we are fortunate enough to have incredibly driven individuals who are passionate about everything they set their minds to. Take a look at what some of our members will be spending their summer doing! * Melanie
Ford MSLGROUP Public Relations Intern * Kylie
Rudder The Prime Factory Digital Communication Intern * Ashlyn
Maddie Doan Nike Inc. Sports Marketing Intern Rebecca Robertson Free Agents Marketing Interactive Project Coordinator
Davidson Polymer Solutions Marketing & Sales Specialist
Handerhan The Prime Factory Content Strategy & Communications Intern
Jaclyn Kincade World Wrestling Entertainment Inc. Talent Relations Intern
Taylor Martin City of Norfolk Communication & Marketing Intern
* Marissa
Taylor Fincik Beliveau Winery Event Planning Intern
Coakey The Prime Factory Public Relations & Marketing Intern
Olivia Ciardi Wunderman Client Services Coordinator
* Jenna Sudol College of Agriculture & Life Sciences Public Relations Intern Virginia Tech Alumni Association Communications Intern
* Katie
Pesek MullenLowe Social Media & Public Relations Intern MacKenzie Wine Mainstream Engineering Marketing Intern & Brand Ambassador
* Elizabeth
Morgan Monroe National Transportation & Safety Board Communications & Public Affairs Intern Kaitlin Reese Virginia Tech Athletics Marketing Assistant * Member acquired internship through a PRSSA connection Bold means Senior with full-time position