ISU PRSSA Alumni Spring newsletter

Alumni Newsletter

PR emier

Spring 2015

Real World D.C. The Loop: Divergent The with Randy DeCleene Regional Conference

By Melissa Guerra Why Divergent? Bravery, smarts, honesty, peacefulness, and selflessness are just like the multiple “factions” of public relations. Columbia College Chicago and Loyola University hosted “The Loop | Divergent,” a Public Relations Student Society of America Regional Conference.

The weekend was full of inspirational keynotes and informational sessions.

The first panel of the day was advertising versus public relations and featured professionals from Weber Shandwick; Havas Worldwide; Henson PR; and Tom, Dick, & Harry Creative.

All of the professionals agreed that advertising cannot survive without public relations and vice versa; the efforts need to be integrated.

After the first panel, two breakout sessions were offered: fashion or entertainment public relations. I attended the entertainment panel with Bob Williams, CEO and COO of Burns Entertainment & Sports Marketing.

Williams spoke about choosing a celebrity to endorse a campaign to resonate with your target audience and how to move forward if that celebrity endures a crisis.

The second panel included the topic of agency versus corporate public relations. This panel had professionals from Walker Sands and Porter Novelli. The panelists gave insight from their own corporate or agency experiences and continued on page 5

By Cindy Kirchner

With 20 years of experience, Randy DeCleene, partner at kglobal, has quite the professional insight in multiple areas of the “real world.” DeCleene has a background in politics, a sector in which he has always been interested. He also enjoys writing, in which he received his master’s degree from Johns Hopkins University. DeCleene joined the Illinois State University Chapter of the Public Relations Student Society of America on Tuesday, March 24, educating students on tricks of the trade and how to better their professional careers. DeCleene started his presentation with six tips for students and soon-to-be graduates to consider before entering the professional world.

DeCleene’s first tip was to find a field about which you are passionate. Going to work every day and feeling like you are not working is continued on page 6

ISUPRSSA.COM

Spring 2015

Public Relations and Politics

By Kellian Reed

Rachel Farrer is the assistant press secretary for the Illinois Secretary of State. Prior to this position, Farrer attended Illinois State University where she earned a degree in a field she loves, public relations. Her responsibilities include informing the media of the various benefits of the most diverse secretary of state in the nation. She works with the media to stay up-to-date on child safety laws, organ donation, business services, and vehicle safety.

Her days are different and always bring something new. I was able to ask Farrer a couple of questions about her position as well as advice for current students. Here is what she had to say: How did you get involved in politics and public relations? What sparked your interest in politics? Well, to start with politics, I was always interested in civic engagement. I enjoy making a positive difference in the lives of others. During my sophomore year summer, I obtained an internship with the secretary of state’s office. My interest in public relations came when I started taking classes in the SoC. As a freshman, my father suggested that I become a public relations major because he thought I “would be good at it.” I took his advice that day and have not looked back since.

Describe your current role as assistant press secretary for the secretary of state. What is a day like as assistant press secretary? My role as an assistant press secretary for the secretary of state is multi-faceted. Every day brings new responsibilities and challenges. Therefore, there is no “typical day” because each day is different.

What are some of your responsibilities as assistant press secretary? I am planning the annual African American Celebration for Black at the

Thompson Center. Aside from event planning, I work with community relations to inform the public of the services offered by the Illinois Secretary of State. I am responsible for writing press releases, media advisories, letters, talking points for speeches, and press coverage.

What is the most interesting thing you have had the chance to work on as assistant press secretary? Standing on Wrigley Field with Secretary of State Jesse White while he threw the first pitch at a Chicago Cubs game! Every year, we work to promote organ donations and bring awareness to the cause. I am thankful every day to have this position and the ability to work with the press secretary.

How did being a member of ISU PRSSA help or influence you in your career? Being an alumna of the SoC has influenced my career tremendously. Without the support of faculty, I would have never pursued this internship in the manner in which I did. I took the opportunity and made it my own by being an extraordinary intern who asked questions and strived to be involved. There is no doubt in my mind that ISU’s SoC helped me become the professional that I am today. I am grateful for the opportunity.

What advice would you offer to a student pursing a career in public relations? I think that everyone should do multiple internships and intern at places that spark their interests. I entered the field not entirely sure of where I wanted to work, and I had several internships before I graduated. After trying new things at multiple internships, I knew exactly what I did not what to do, which made figuring where I wanted to work easier. Now, I have a job I absolutely love.

We look forward to seeing what Farrer does in the future.

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Silver Anvil Do you have what it takes?

“Tricky, but rewarding.” It is with this phrase in which Chris Orris, Illinois State University graduate of 2011, former Public Relations Student Society of America executive board member, and recent 2014 Silver Anvil winner, describes his experience so far in the field of public relations.

As an account executive for Quicksilver Edge Strategic Communications firm, Orris, along with the firm’s founder Debra Bethard-Caplick, have achieved one of the most prestigious awards in public relations: the Silver Anvil Award.

“The PRSA gives Silver Anvil awards to the best entrant of each of 65 categories in marketing communications that also meet a minimum score requirement,” states Orris. “It is a national award, so you receive entrants from all over the country. There were more than 800 entries the year we pulled it off.”

It was for Orris’ contributions to the Windforge Kickstarter Campaign, “Saving a Game Developer’s Dream Against All Odds” that he won the award. “Our public relations agency, Quicksilver Edge, helped rescue a failing Kickstarter campaign for a small video game developer’s first independent title, ‘Windforge,’” explained Orris. “We spent a whole weekend writing up a comprehensive public relations plan for them and then executed it over the course of the remaining two weeks. It involved media writing and pitching, marketing consultation, video production, posting on forums, and a bit of executive coaching. They reached the goal and surpassed it with just 62 seconds to spare.” As to how his and the firm’s achievement came about, Orris stated, “We believe we won the award due to holding true to the fundamentals of public relations—research, detailed planning, and measurement.”

Orris was quick to credit his time spent at ISU and in PRSSA to his success in the field, specifically how they prepared him as a writer.

“There are lots of things you should be good at in public relations, but writing is the number 3

Spring 2015

By Chloe Kasper one thing at which you must be good. Everything you do, whether business-to-consumer, businessto-business, or even just getting a job, ends with sending a message to someone.”

Continuing on this path down memory lane, Orris reminisced on the time he wrote his first press release while at ISU. “It was for a client for PRSSA’s student-run firm. Two members on the account and I spent more than an hour trying to make it good. When our faculty adviser, Dr. Smudde, returned it to us, the page had more red on it than white,” he remembered. “It sucked, but put in our heads that writing in this industry is held to sky-high quality standards. But thanks to that lesson, and all the practice I had in PRSSA and my classes, those standards are not too threatening.”

Orris went on to credit the opportunities PRSSA gave him in getting a taste of the real world, another factor he believes is part of his success in the field. “PRSSA exposes you to what the industry is really like, and gets your hands dirty with real work. It is the next best thing to an internship.”

Orris also noted the changes he is seeing in the industry today: the integration of public relations and marketing. “Are company blogs for selling products or building relationships? The end result, I believe, is that having a grasp of marketing will be essential for public relations professionals.” Along with this insight, Orris advises students pursuing a career in public relation to study marketing, find a mentor, and write. Orris believes these assets have added to his success and motivate him to continue in the public relations field.

“I am motivated by the idea that if I am successful enough, I can work for myself and do it remotely, and just live anywhere I can receive a good Wi-Fi signal. That is freedom to me.”

By Deja Witt

Senior Highlights

Bridging the gap between recent graduates and members of the working class can be quite the feat. However, alumni Lindsey Clark, Bianca Lawson, and Jonathan Strupek are doing just that. These December 2014 graduates are seamlessly making the transition into the workforce and credit their success to the Illinois State University Chapter of the Public Relations Student Society of America.

Clark, who works at a National Bank and Trust branch, utilizes the skills she learned in ISU PRSSA to find her first job in communication. Currently, Clark is building and maintaining relationships with clients, which is a key aspect of public relations. In the future, she sees herself working in a journalism-related publication or in a public relations position. Clark said, “Being a part of ISU PRSSA helped shed light on how journalism and public relations have similarities.”

Clark is referring to the similarities of writing and client management, which are both very important.

Upon graduating with a degree in public relations, Strupek accepted a position with the McLean County Chamber of Commerce as the marketing and public relations manager, a title that entails everything from graphic design skills to networking. When asked about ISU PRSSA contributing to his professional life, Strupek answered, “Without ISU PRSSA, I (quite literally) would not be where I am today.” Some of the workshops, such as the elevator pitch, that our Chapter has hosted have helped Strupek with his success, which he constitutes as the “real deal.” Also, ISU PRSSA pro4

vided a peek into the professional world before stepping foot in it. Strupek quickly learned that networking is the absolute key to survival. Networking allows the opportunity to not only grow your “friend list” but also gives you the inside scoop about jobs before they are even posted. Thanks to his networking skills, he landed the job he currently has and adds that this quote comes in handy: “You have a friend in me.”

After earning her degree in public relations, Lawson landed a job as a consumer intern for Weber Shandwick in Chicago. When Lawson was asked what goals she set for herself as a member of ISU PRSSA and how she has accomplished them, she explained her commitment to the Chapter and desired field. Attending meetings, hearing from guest speakers, and participating in events allowed her to better adapt and integrate herself into opportunities the workforce throws at her.

Starting at Weber with high standards of professionalism fostered by our Chapter made it easier for Lawson to integrate into its “laid-back” work atmosphere.

Weber provides a work-hard, play-hard atmosphere, and Lawson realized the importance of having fun at work but also to continue to be timely, proactive, and engaging. She learned these traits as a member of ISU PRSSA.

Because of ISU PRSSA, these graduates made the easy transition from students to professionals. Now, they are enjoying their time in the professional world and cannot wait to see what is thrown at them next.

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The Loop cont’d

America was beginning and reached out to help with its public relations. Bausch stated that the Mall of America would not be where it is today without public relations, and her experience there led to her present role. Bausch explained that 25 years ago, she would have never thought she would be in this role. The main takeaway from this keynote was that anything is possible, and your career can take you amazing places.

The 2015 Divergent Regional Conference was a success and offered multiple opportunities for our members to network with professionals and learn tips of the trade in all “factions” of public relations.

provided advice for students looking to enter either sector. The panelists suggested trying an internship in either sector and see which is the right fit.

During the last informational session, attendees chose between a political or nonprofit public relations panel. I attended the political panel led by Michelle Selesky-Guida of Weber Shandwick, former press secretary to Newt Gingrich. Selesky-Guida explained the basics of political communication and the duties of being a press secretary. This panel was very interactive, and attendees could ask questions throughout the presentation.

Next was keynote speaker Maureen Bausch, CEO of the 2018 Super Bowl. Bausch explained her humble beginnings of working in marketing for a local grocery store, Cub Foods.

Bausch noticed the construction of the Mall of

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Real World cont’d

Spring 2015

when that passion arises. His next tip was for everyday life: read a newspaper every day. DeCleene made it clear that the newspaper does not mean online news but a hard copy. Flipping through the paper and seeing highlights of stories is much different than scrolling through online. The next tip is about something every student can relate to: education. Education is something that can never be taken away from you. The following tip is important enough that it was repeated three times: network, network, network. DeCleene said, “There is no better way to get a job than to have a good network.” Network up to those from whom you are looking to receive a job, and network down to those still in school because it is the right thing to do. Preparation and patience creates luck was the next tip. DeCleene mentioned that lucky opportunities present themselves, so take advantage of them by being prepared. And finally, DeCleene’s last tip was to not let anyone tell you that you can not do something. If you can dream it, you can do it.

All who attended appreciated DeCleene’s advice. He provided insight that everyone can apply to his or her professional and everyday life.

Oh, the Places We Have Gone!

By Frank Hopper

Our Chapter has had the opportunity to meet some awesome professionals and tour some cool offices this year.

Members have the opportunity to attend two to three agency tours a semester. These tours are open to any duespaying member and typically consist of two to three agencies in a day trip to Chicago or St. Louis.

The year kicked off with Red Frog Events. Members saw the tree houses and where all of the “tadpoles” work. The second tour of the day was a visit to Current Lifestyle Marketing. For the second tour of the fall semester, members headed down to St. Louis to visit FleishmanHillard, Osborn Barr, and Brighton. Osborn Barr welcomed members with open arms to its historic office, and Brighton had some interesting things to say about its summer internship program.After winter break, members returned ready to go again! Members met some account executives from Edelman in addition to the Chicago Bulls’ communication team at the United Center.

The year wrapped up with alumni at Weber Shandwick, followed by a tour two floors above at Golin. Members talked to several professionals from across the agency at Weber and had lunch with some of our most recent alumni.

Agency tours are a very important part of what makes the Illinois State University Chapter of the Public Relations Student Society of America so great.

Social Media Update When it comes to social media, the Illinois State University Chapter of the Public Relations Student Society of America has taken a strategic approach to planning and executing during the 2014-2015 school year. The overall goals for the Chapter’s social media efforts have been focused on building the image of ISU PRSSA and continuing to bring it to a global audience by the use of storytelling.

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By Lily Sherer

The Chapter uses different social media channels for different purposes depending on the type of information posted, the target audience, and the natural strengths of each particular channel.

A notable addition to ISU PRSSA’s social media this year has been the Chapter hashtag, #RedbirdPR. The executive board thought the Chapter needed a hashtag that is memorable, usable, and enhances the ISU

Social Media cont’d

PRSSA brand across social media channels.

We have seen major growth in our efforts to make the Chapter Instagram account more robust. Instagram was the channel I decided to focus on in terms of its potential for storytelling. Having more than 100 members, I felt our Chapter needed to put a face to its name and thus, #RedbirdPR Stories was born. This campaign is a weekly member feature on Instagram aiming to tell our members’ stories and portray their uniqueness. Inspired by the well-known photo blog, Humans of New York, #RedbirdPR Stories includes a picture and short quote of a member, along with the beautifully designed logo. In addition to #RedbirdPR Stories, we use Instagram to capture the visually stunning experiences we have while visiting cities, agencies, and more.

The Chapter uses Twitter during events, speaking engagements, and tours to live-tweet the action and document what is happening in real time.

This action encourages instant engagement and interaction between our members, other Chapter members, and more, who are present at the activity and want to connect. It also allows those who were not able to at-

Spring 2015

tend to learn from those who did.

Our Facebook page has accumulated the largest audience and is best for posting things like event pages, photo albums, and sharing posts published on the Chapter blog, PRecisely PR, and the newsletter, PRemier. The Facebook page is geared toward our external audiences as well as current members. By sharing industry blog posts, we also position ourselves as thought leaders within the public relations and PRSSA communities.

The Chapter definitely wants to connect and engage with ISU PRSSA alumni on social media to keep up with your lives and continue to learn from you. Please join the conversation!

Find us on Facebook at PRSSA – Illinois State University Follow us on Twitter @ILSTUPRSSA Follow us on Instagram @ILSTUPRSSA Connect with us on LinkedIn by searching ISU PRSSA.

PRogressive Image

By Nick Hebert

This year has certainly been exciting for PRogressive Image for many reasons. This semester in particular, members focused on two clients in the Bloomington-Normal, Ill., community. The first client, Walk2Class, has been particularly challenging and rewarding at the same time. Since it is a new business in the community, the goal has been to raise awareness with students near and far. Account Executive Audie Lauf used his experience as a transfer student to engage students from community colleges across Illinois. By focusing on students who might not have a traditional timeframe to find an apartment, PRi helped Walk2Class fill a high percentage of apartments for the coming school year.

The second client, the Humane Society of Central Illinois, is a beloved nonprofit in the community with which members were thrilled to work. Most of the work done at the Humane Society is volunteer-based, which makes finding people to write newsletter articles and design brochures challenging. PRi found its niche within the organization very quickly. By utilizing the graphic design team, PRi produced a quality brochure for the Animal Special Assistance Program. This program is important to the shelter because it generates funds for animals that need immediate medical attention. Account Executive Andrea Casali focused on using images and descriptions of animals that have already been helped by the program. PRi also assisted the Humane Society by writing and editing several articles that were published in the newsletter throughout the year for donors and volunteers.

PRi truly provides an experience like none other on campus. The perspective and confidence that PRi gives students in the field of public relations is unparalleled, and the student-run firm is on the right track for many more years of client success.

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