Table of Contents 4
The Future of PR
By the Numbers
Where Are They Now?
Baylor in Italy
writing design photo graphy people
gotta have it
The world of journalism has changed. No longer can a stellar writer take hold of their most sought-after position just by being able to put together a great story. In today’s age, graduates with a journalism degree cannot just focus on one area - in order to excel, they must have mastered all parts of the journalism, public relations and new media skill set. A mix of writing, design, photography and strong people skills come together to create today’s ideal journalism graduate. Because of the hard work and future-oriented vision of the Baylor Department of Journalism, Public Relations & New Media, Baylor grads enter the workforce with all of those skills and more, embracing the new direction of journalism.
For present-day and future JPRNM students, the biggest question is linked to job stability as the printed newspaper market begins to fade away. Will there be a job for me when I’m through? What can I do with a journalism degree if newspapers are dying out? What does a concentration in public relations mean, anyway? Well, the good news is that journalism is far from a disappearing field. It’s simply shifting with the times, opening exciting new job opportunities. The following article will examine the future of journalism, public relations and new media, with advice from faculty members on how to prepare for jobs in a changing field.
Baylor professors and students are learning to adapt to the changing field of jour-
nalism. The biggest change is that students now, in order to get the job, must be completely well-rounded in the journalism skill set, and the journalism department is doing its best to help students do just that. Interim department Head Dr. Sara Stone has seen this change develop over her time of being a journalist, and she said students much adapt to keep up. “When I graduated, the primary avenues for employment were newspapers, radio or television stations and magazines,” Dr. Stone said. “Now, because of changing technology, it is essential that each one of our graduates be able to write, shoot and edit video, and be comfortable working on the Web or for print or broadcast.” Though many have the impression that journalism is a dying industry, that simply isn’t true. While printed newspapers may be on the decline, the industry itself is actually opening to several new paths a journalism major can take. “Don’t be afraid [about whether or not there will be job openings],” Dr. Stone said. “The delivery platform is changing into a primarily digital format, but the need is greater now than ever for people who can gather, synthesize and write in a concise, accurate manner.” The journalism department has recently worked to be in the forefront of this change by adding a new sequence to the options of a journalism degree. Journalism majors choose which sequence they would like to specialize in: news-editorial, public relations, or now, new media. “We wanted to offer students a wider range of choices within our field,” she said. “This way, students can leave here proficient in writing, photography, design and web work.” For students who choose the new media sequence, “any kind of digital media job would be open,” Dr. Stone said. “Additionally, the new sequence offers two tracks, photojournalism and advertising,” she said. “Students with those interests have an opportunity to specialize in either one.” Students who choose to attend Baylor to major in journalism have nothing to worry about when it comes to graduating ready for a job – graduates from the journalism department “are in demand in virtually every field of communication,” Dr. Stone said. “We have students at Voice of America, CNN, MSNBC, KSAT-TV, WISHTV, the New York Times, the Fort Worth Star-Telegram, the Dallas Morning News, the Texas Sports Hall of Fame, the American Football Coaches Association, Weber Shandwick, Edelman, Fleishman-Hillard, the Richards Group, Southwest Texas Research Institute, the Dwyer Group, Region 12 Education Service Center and Texas A&M University communications to name a few,” she said. “We also have lawyers, doctors and dentists with a Baylor journalism degree – we’ve even had three Fulbright scholars from our department in the last six years.” The best advice for students hoping to graduate and get their dream job? “Get as many internships under your belt as you can, and study hard in all your courses,” Dr. Stone said. “Take advantage of every extra-credit speaker or event we offer, spend a summer in the Baylor in Florence program or a semester in Baylor in New York, copyedit everything you write multiple times and meet your deadlines.”
by the NUMBERs
$150,000 ANNUAL SCHOLARSHIP FUNDS
AVERAGE STARTING SALARY
MALES/FEMALES AWARDED JOURNALISM DEGREES THIS PAST SPRING
NEWS ED MAJORS
ONLINEPORTFOLIOSMakeourstu standout when applying for J
What is one thing you do that students probably wouldn't know about you? I love flyfishing whenever I get the chance. I went to Alaska with my father on a trip and I was inspired to try it.
Why do you enjoy flyfishing?
It’s very relaxing. It’s something I can go do by myself or I with friends. I just have fun. I catch and release, nothing incredibly intense.
Why did you decide to work at Baylor when you could be anywhere? I love teaching and I particularly love teaching at Baylor. I love the kids and the people I work with. I thought about it, if I could go and do this somewhere else would I? And though I never thought I’d end up in Waco, I really enjoy it.
What are three things students don't know about you?
CURT Y A IS CALLAW 9
- My favorite place in the world is Indonesia. Bali and dive sites like Komodo Island are just spectacular. I love the people, the food, the scenery, the diving. Everything about it is beautiful. - I almost died on my first diving expedition. We got pulled into a downdraft and I started losing one of my fins. Right as I started to blackout I decided that was not time to died and I just barely made it to the surface. - I had a head on collision with a mantaray. I was on a team that was doing a diving shoot at night. We were using a light to attrack the plankton so we could film the mantarays eating. One particular mantaray was swimming in loops when I noticed he kept getting closer. Next thing I knew he was coming straight at my face and “Boom” we collided. It was crazy.
What is a personal goal you have for yourself?
I want to be published in National Geographic and I want to win an Emmy for the Tommy Duncan project I’m working on.
What is your favorite way to spend your free time? I actually love to kayak - it’s a very different experience than being in a boat.
When Did you begin kayaking?
On Mothers’ Day about 10 years ago, I got a kayak as a gift, and I’ve loved it ever since!
What is one of your favorite memories of kayaking?
My favorite thing about kayaking is how close you can get to the wildlife! You see many more things that when you are going by fast on a boat - you can spot a gorgeous blue heron on the banks. A few years ago, Lake Waco was 30 feet above normal and it was unsafe for boats because tree stumps were covered. Kayaks sit on top of the water though, so we were able to go out and explore. I looked down at the water and there was suddenly a beaver swimming by. I saw so much wildlife that day - owls, ducks, seagulls, pelicans...it was beautiful!
What are three things students don't know about you? - I was a co-ed intramural racketball champion at the University of Tennessee
e n Sara Sto
- I was the National Advisor of the Year for the Society of Professional Journalists in 1987 - My husband and I are huge sports fans - we have season tickets to all the football games and the Lady Bears basketball games
What is a personal goal you have for yourself? I want to just be able to enjoy spending time with my grandkids and watch them grow up - I want to see them graduate from college.
What is your favorite way to spend your free time? I love anything outdoors - hunting and fishing, kayaking or canoeing essentially anything in nature.
Why do you love nature?
It’s a great way to relax. When you see nature and creation, you immerse yourself in God’s beauty. It lets you get away.
What is one of your favorite memories in the outdoors?
I went on a canoeing trip in Canada several years ago over the Fourth of July, where we canoed across the lakes and camped out. We saw the Northern Lights that night - it was a once in ten years display, and it was incredible. There were also fireworks going off, so it was just amazing.
What are three things students don't know about you?
- I’m an Eagle Scout. One year, I went to the World Jamboree in Japan when I was 14, and a typhoon hit the city. We were all evacuated by big trucks and had to sleep on the floor in little two foot areas for the next few days, but it was really fun.
- At the Atlanta Olympics, I helped avoid an international incident when a hurdler refused to do a news release in Russian because she was Slovenian. I had to sneak in the team doctor to come and translate.
h s i Maxey Parr
- After the Olympics in Barcelona, I was invited to the White House for a picnic with the medal winners. A thunderstorm struck, so they opened up the bottom two floors of the White House and let us wander around - it was completely unprecedented.
What is a personal goal you have for yourself? I want to get Baylor in Florence established permanently. I want to come away when I’m through with all of this and say that I started the program - it’s my lasting legacy at Baylor.
# NewMediaMajor Want to receive a bachelors
degree in blogging or be honored for your #hashtag skills? Look no further because Baylor Journalism has recently started offering a degree plan for socially savvy journalism students. Across the nation universities are rolling out degree plans with a class or two on social media. Baylor’s program is unique in multiple ways and helps students remain ahead of the curve once they begin the job search because social media skills are absolutely essential in the business world. Social media teams are quickly becoming essential in the workplace. Katy senior, Alekza Latte is one of our resident social media experts. Here is what she has to say about it: “I would say that it is critical for PR majors to understand how social media can really enable them to send out a message in a quick and easy way especially if you don’t have much of a budget. The best part about social media is that it’s free!” Dr. Elizabeth Bates teaches Media Programming and Writing for Media Markets at Baylor. She believes students need a thorough understanding of social media to be competitive in the up and coming work force.
Alekza Latte, Katy Senior
“The new media sequence is the department’s answer to the ever-changing world of communication,” said Bates. “Students majoring in New Media will gain the experience they need identify the right tools and to use them effectively.” For students to be prepared, they need to know the tools available and how to use them for professional purposes. “Every journalism student needs to be keeping up with the ever changing trends,” said Latte. “If I don’t read something new each day then I already feel behind, I love the New Media major in the journalism department because it helps Baylor students stay ahead of the curve which is important as we begin exploring future career opportunities.” Baylor’s New Media major not only provides a solid journalism foundation but also helps students constantly look forward. Youthful, bright minds with exceptional social media skills are hard to find. New Media majors have the opportunity to study design, photography and advertising. With exceptionally knowledgeable professors and eager students Baylor is paving the way with this unique major in a digital world.
FACEBOOK An online social network that began exclusively on college campuses and is now used extensively by the general public. Individual users create a personal profile, invite friends to view it, and use various features to communicate, form groups, share photos, play games, support causes, etc.
TWITTER A popular social networking microblog that facilitates real-time personal “status updates” through short broadcasts of up to 140 characters to subscribers. Users connect with each other by “following” or having “followers.”
LINKEDIN A social network for business people. It allows users to create a professional profile, list their present and past employment, and link up with former and current colleagues. It also allows users to stay in touch with clients, vendors, suppliers and other business contacts.
PINTEREST A pinboard-style social photo sharing site that allows users to create and manage theme-based image collections. Users can browse other pinboards for inspiration, ‘re-pin’ images to their own collections or ‘like’ photos.
e r e
Y E H T Are
? W O
Assistant Account Manager The Richards Group
Be dedicated to your job search without letting it overtake your life. In retrospect, I allowed myself to stress about my job search much more than was necessary. With a solid amount of effort, the right job will find you. It sounds cliché, but be yourself in interviews; potential employers want to know that you can fit in with the company as well as perform good work. •
Personality was important because they needed to know I can handle the personalities of my future colleagues. The potential they saw in me stemmed from my relevant previous internships and solid Baylor education.
Attorney Recruiting Coordinator Wegman Parters
Graduating can be a scary thing. Looking
for a job; trying to figure out how to pay back that massive amount of loans while simultaniously trying to calculate the odds of winning the lottery to pay back said loans. It all seems impossible, but fear not because those before you have proved that it can be done . These young alumni have much to offer on the trails and tribulations of graduting and finding a job. Here is some of what they had to say on the matter.
I tell my friends about to graduate that they should utilize their professors in their search for jobs. You can put your resume on a thousand websites hoping someone will see it, but there’s really nothing like hearing of something firsthand from a trusted professor—that’s how I landed the two interviews and offers I got after graduation. •
I know no one wants to hear this, but it’s true,…getting a job sometimes is really all about who you know. Interviews are really nerve wracking but as long as you stay focused and prepare yourself, you really have nothing to worry about.
Graphic Designer The City of San Antonio
Be diligent and look hard for jobs and you will find them. It is just a matter of time before you land an interview and then a job. Don’t not apply for a job because you don’t meet each and every one of the requirements, my thought was if I met at least a few of the requirements I was qualified to apply. • •
I landed this job by applying to as many jobs as possible and staying persistent through the follow up process. It has taken me time to get used to a full-time, 40 hours a week job but I like it a lot.
Communications Stratigest Wilson Associates We specialize in hospitality design, having designed and installed more than 1 million guestrooms in thousands of hotels worldwide so I get to do PR in a corporate setting. I’ve learned how to be professional and work with people who are different from me. I’m establishing a name for myself in the work world even though I’m young. Don’t settle for the first job you’re offered and don’t be afraid to ask questions during the interview process. The job search is a mutual selection process.
God will place you where he wants you, the workplace is a great opportunity to be a light for Christ.
International Faculty & Scholar Advisor University of Texas
Seek out as much real world experience as you can while you are in college. The job market is really competitive right now, and your past work experience will set you above the crowd when looking for a job. Build good relationships with your coworkers, do your work with integrity, and be willing to go the extra mile for your job, but maintain a good work-life balance. There are a lot of communication positions in higher education, and they are looking for people who can do it all - write, design, edit, and do web and video.
I have learned that what you do is not as important as how you do it. Kindness and initiative goes a long way in the office.
Communications Specialist Dept. of Nuclear Engineering, Texas A&M I was drawn to this field in part because it is so dynamic. I love that there is always something to learn, to improve upon, and to further your company or organization’s goals. Baylor JPR&NM really prepared me for a practical application of public relations. They addressed very well the evolution of journalism and what it is currently. In the real world, when your campaign fails or people weren’t impressed with your event, you don’t mope because you failed... You make sure your next shot is even better. You learn and constantly adapt and improve.
My advice to students would be this: have something to show for your years in college.
Administrative Marketing Assistant MLV & Co.
The internships I had were all valuable for molding me into a more professional person and provided me with a better perspective of what the real world was like. In the real world, you are held responsible for accomplishing tasks and the quality of your work has more value because there are no retakes or make-up exams. Intern. Take a variety of classes. Get to know your professors. Let everything be a learning experience. Start investing in professional clothing now. Study abroad. Start looking for jobs now.
College taught me that I have skills, knowledge and talents that can benefit a company, and that makes me marketable.
Social Media Editor Fort Worth Star-Telegram
My dream job is to be a Christian non-fiction writer. I will probably be working in media for a while but I have a several book ideas sitting on my computer. I loved that at the college newspaper level trying new things wasn’t hard. Once you are a part of a corporation, your free reign – while still existent – is really harnessed. There are more steps before just trying new things. I’m not afraid to fail, and I think that matters a lot in the changing landscape of media.
When it comes to journalism, experience is the number one commodity.
Account Executive Webber Shandwick
I help manage and support Weber’s largest account, the U.S. Army particularly through social media. My favorite thing about my job definitely has to be the people I work with daily. My colleagues work in cities across the nation and meeting up with them to support various events and activations is like meeting up with old friends. I would say the hardest part encountering the workplace is understanding the culture of an office environment.
Don’t be afraid to make mistakes. The best learning I do is when I make a mistake and understand what I did wrong.
I TA LY WITH BAYLOR JOURNALISM
firenze This past summer 16 Baylor journalism students packed their bags and boarded a plane to Florence, Italy. From Michelangelo’s famous David statue to street performers to the breathtaking architecture there were many sites seen and stories uncovered. Under the leadership of beloved Baylor journalism professors Maxey Parrish and Clark Baker, students studied at Florence University of the Arts. St. Louis, Mo. junior Rebecca Malzahn took a photography class as well as Magazine and Feature Writing. “It was so neat getting
to study under Baylor professors in an 800 year-old building doing their coursework but, instead of photographing the Baylor campus we got to explore the streets of Florence,” said Malzahn. “It made for some incredible stories.” As the saying goes, all roads lead to Rome. Students began their trip taking in the culture and experiencing the rich history there. They then traveled to Florence where they spent the majority of their summer with weekend trips to places like Venice, Pisa, Lucca and Cinque Terre.
Plano junior Catherine West is studying Public Relations and Art History. “As a double major, Florence was the perfect city that combined both of my interests,” said West. “I was able to write my essays and create photo stories on topics like Michelangelo and the Uffizi.” Professor Maxey Parrish has taken Baylor students abroad for years when he decided to begin researching the possibility of developing a program specific to the journalism department. “Students get to see and write about things abroad that they simply
could not see in Waco,” said Parrish. “There’s an inspiration that comes from the setting that gives them an opportunity to create a greatly enhanced portfolio.” As part of the curriculum students are encouraged by professors to step outside of their comfort zone in order to get the full Italian experience. They were occasionally required to go out into the city on photography or writing assignments where they would have to communicate with people who they did not know and who most likely spoke very little English.
“My favorite assignment was actually the one I struggled with the most,” said West. “We showed up to class one day and Dr. Baker sent us out to meet five random people, find out their name and something interesting about them then we had to take their picture, by the end of the day I had great photos and some funny stories.” What makes the Florence journalism program unique is the amount of time students get to spend interacting with professors. Houston junior Mallory Olivier personally learned a lot from this
opportunity. “Cramming courses into five weeks meant we spent a lot of time with our professors,” said Olivier. “I really got to learn about my writing style and how to excel by spending time with teachers in a more personal setting.” For more information on the Baylor Journalism in Florence trip contact Maxey Parrish at Maxey_Parrish@ baylor.edu or at (254) 710-6346.
Our department has students all overWaco
serving the community in their internships. Each pin represents an Advanced PR student who is currently interning at a local Waco business or organization.
JP R& NM
Baylor University Journalism, Public Relations & New Media magazine