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UNIVERSITY OF CENTRAL MISSOURI

Dept of Communication Martin 132 Warrensburg MO 64093

J O U R N E Y RETURN SERVICE REQUESTED

A Semi-Annual Newsletter

Issue No. 6 | Spring 2015

Certification

DC Impact

Business Ready You can help

UCM PR one of 38

Team’s magazine reaches

“Industry Practices”

Your support can make

certified by PRSA

Capitol Hill

concentration

a real difference

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Page 6

Page 10

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News and alumni updates from the University of Central Missouri Public Relations Program

University of Central Missouri

In this issue

Public Relations Program

Alumnus comes full circle, giving back as student mentor ................................ page 1

Dept of Communication Martin 132 Warrensburg MO 64093 We welcome your feedback and submissions! Contact: Dr. Tricia Hansen-Horn

From the classroom to Honduras ....................................................................... page 2 From here to there: UCM undergrad to Mizzou Ph.D........................................ page 3 UCM PR one of 38 certified by PRSA................................................................. page 3 Senior Andrew Wortmann traverses multi-internship road.............................. page 4

660.543.8635

Innovative PR follows an alumnus to Together We’re Stronger....................... page 5

hansen-horn@ucmo.edu

#PRSSAKC Summit – UCM PR leads attendance.............................................. page 5 Student team’s work journeys to Capitol Hill..................................................... page 6 UCM PR awarded Gold PRISM........................................................................... page 6 Swenson’s UCM commitment takes an additional path..................................... page 7

UPDATE YOUR CONTACT INFO Go to www.ucmo.edu/alumni and select ADDRESS UPDATE under the [STAY CONNECTED] heading.

More than forty years after graduating

from UCM, Larry Schnieders found his way back, this time as a PR mentor instead of a

Your support helps UCM PR students reach new heights ................................ page 1

Lutz fuels desire for PR career in auto racing.................................................... page 4

www.ucmprprogram.com

Alumnus comes full circle, giving back as student mentor

Alumna’s journey to giving through passion....................................................... page 1

Program Coordinator

www.ucmo.edu/pr

UCM PR ALUMNI NEWS

UCM PR on the move........................................................................................... page 7 New industry practices concentration available to PR students .....................page 10 Keeping up requires a little help from our friends............................................page 10 Your support is needed......................................................................................page 11 It’s all about networking....................................................................................page 11

Your support helps UCM PR students reach new heights Great supporters are behind great

programs. We surveyed alumni

for advice; 35 percent responded

quickly. We asked our professional advisory board for insight; we

received it fast. Our newsletter

process needed streamlined; an

PR student. Understanding the value that practical professional experience holds for students, along with the richness in

making a tangible difference, Larry set out to engage with the UCM PR Program in a big way.

“In exploring possibilities last summer

with Dr. Hansen-Horn, we [Larry’s spouse,

If someone

had asked Kali

We’re Stronger. We needed a well-

planned to be

with alumni help through Together

qualified adjunct; an alumna served. Our foundation fund needed help,

and you answered. The program’s

2014 foundation fund was up from 2013 to nearly $4500.

- continued on page 3

program alum) realized that Innovative

PR might be

a perfect fit,”

Schnieders said.

“And, it has been a wonderful

experience working with IPR specialists and Manager Jonathan Haile on the

- continued on page 2

Alumna’s journey to giving through passion

alumnus helped. Innovative PR

wanted to attain new heights; it did

Kali is also a

Schnieders forty years ago if she a professional speaker

and multi-

book author,

her answer would have been no. “Not

in a million years—I didn’t even know

professional speaking was a ‘thing,’”

Schnieders said. “But it’s funny how things work together in our lives—even though

most of us only see it looking backwards.”

Author of the books Truffles from Heaven

and You’re NOT My Mom, Kali also takes

the passion in her books to audiences on

the road. As a professional speaker known for her compassion and gentle humor, she

speaks from her personal and professional

- continued on page 3

UCM PUBLIC RELATIONS | “Developing PR professionals who take a public-focused approach to results-driven strategic communication.”


UCM PR GRADUATE NEWS

UCM PR ALUMNI ENGAGEMENT

From the classroom to Honduras Recent graduate James Riddle never,

in his wildest dreams, imagined that he

would end up in Honduras as part of his

UCM PR journey, but that is just what he did. His Schools for the Children of the

World (SCW) public relations internship

landed him on an airplane winging his way to Central America.

“I led a team to do a couple of school

renovation projects, which involved just as much manual labor as it did photography, story writing and social media strategy,”

Riddle said. “Going to a poor country like

choose electives, consider a

UCM and applied it to your goals, perhaps graduate school, a career, a family or public service.

you are learning into practice

future students.

easier to sell yourself to

my internship allowed me to do that,” he

said. “Although it was unpaid, it provided me with a free trip to Honduras and an

opportunity for a life-changing experience. That experience may not have led straight to a job, but it did set me apart from the

rest of the candidates, showed my sense

of adventure, and helped me figure out my passions. I worked on SCW’s social media

strategy and that has followed me to where I am today.”

Riddle views social media strategy as

highly important to the long-term visibility and sustainability of non-profits like SCW

and he is glad he had some small part in it. Recently employed as the Midland Radio

Corporation Digital Media Coordinator, he

knows experience does matter; it’s expected by first employers. “As UCM PR students we get real world experience in the classroom; however, experience outside of the

classroom is still more valuable,” he said. “A

good internship can teach you so much, and the more experience you get, the more you will develop a feel for your own strengths and passions.”

Riddle provides internship advice to

current students. “Take your required

internship hours seriously, and when you

By making a gift through the UCM Foundation, the university’s official nonprofit channel,

I know the skills I worked

you can earn a charitable deduction while benefiting students. Your gift doesn’t have to be

on in college dramatically

large to be effective. Do you know most people give $100 or less, and yet their collective

helped me get where I am

impact helps more students graduate with less debt?

today, but the experience and

internship helped even more.” Putting passion to work

about my career is working in a field I’m passionate about. If you work in social

‘Oh, so you play on Facebook all day.’ This

is not true. This field requires a lot of hard work, and when you’re not working on

projects, you’re trying to keep up with the latest trends. I’m lucky to be in this field

though, because I’m on the leading edge of marketing and public relations.”

Riddle’s current position as the

Midland Radio Corporation Digital Media

Coordinator lets him stay on that edge. ¢

Larry Schneiders ‘73

Together We’re Stronger project benefiting DeLaSalle Education Center, Kansas City’s alternative high school (see story on page 5). We’ve accomplished everything we needed to, and more, so far.”

Beginning with a Kickstarter campaign

that led IPR specialists into the intricacies of social media crowd fundraising, and

ending in the spring semester with the

planning of a premier event, more than

12 UCM PR students received mentorship

from PR pro Larry Schnieders. “I may have

gained more from the experience than they did,” Schnieders said. “It was energizing

and fun to be around them. Their youthful enthusiasm was contagious and it was

great to watch their confidence soar as our project progressed. Overall, it gave

me a chance to see firsthand the quality of today’s students in the UCM PR Program.” “The value of the alumni-led experience

Larry provided our majors was

tremendous,” said IPR Faculty Advisor Dr.

Tricia Hansen-Horn. As a consummate PR professional who took the time to mentor students while expecting excellence, he

UCM PUBLIC RELATIONS | PAGE 2

It’s all about networking Networking can significantly impact

your career. We encourage all alumni

to get involved and get engaged in our digital networking opportunities:

The UCM Foundation has earned the GuideStar Silver Exchange

work examples I got from my

media you will constantly have people say,

unique experiences. “I love to travel, and

program, you will help provide that same type of excellent experience for our current and

outside the university walls.

in perspective.”

Riddle views internships as a way to gain

Central Missouri was your launching pad to achieve those goals. By making a gift to our

someone if you have put what

means a lot to Riddle. “What I enjoy most

joyful for what they have, puts your life

No one showcases our program’s success better than you. You took what you learned at

second internship. It’s much

that and helping the locals, who are so

appreciative of everything you do and so

Your support is needed

... continued

added much to the UCM PR experience.

We hope to continue this type of alumnistudent engagement.”

Recently retired from a long and

distinguished career with Southwestern Bell/AT&T, Larry was on the ground

floor of what is now referred to as AT&T Wireless. “Launching the business and

handling all our initial public relations and advertising was like building an airplane

in mid-air,” Schnieders said. “It was a crazy time, but one I’d never trade.”

Larry sees a positive future for public

Seal, the leading symbol of accountability in the nonprofit world.

Guidestar serves to legitimize nonprofits and is a valuable source

of information to potential donors and grantors. If you are thinking about donating to us – and we are incredibly grateful when you do entrusted to us.

success. You can earmark your donation to either Programming or Scholarships. By making a gift to the Foundation, you may become a member in these donor clubs: u Presidents Society – a minimum annual gift of $1,000

u Cornerstone Society – minimum cumulative giving of $25,000 u Heritage Society – requires official notification of estate gift

@ucm_pr_program

3 easy ways you can give:

1) To donate by check, complete the form below and mail it with your check payable to on the check that your gift is for the UCM Public Relations Program Fund or UCM Public Relations Scholarship.

asked for the designation for your funds, select from UCM Public Relations Program Fund or UCM Public Relations Scholarship Fund.

3) To discuss estate, charitable gift annuities and other planned giving options,

call the UCM Foundation at 660-543-8000 or 866-752-7257 or send an email to plannedgiving@ucmo.edu.

flexible,” he said. “It will be important to

Name of donor:______________________________________________________________________________________

and embrace the newest ways of reaching

Contact name (if different):________________________________________________________________________

Address______________________________________________________________________________________________

skills will be more vital than ever. The best PR professionals must dissect increasingly

complex problems and devise clear, concise strategies that help reach solutions.”

¢

http://tinyurl.com/ UCMPRLI

2) To donate by credit card, complete the form at http://ucmo.edu/giveonline. When

successful career. “Be flexible ... be very, very

shorter attention spans. Critical thinking

http://tinyurl.com/ UCMPR

the UCM Foundation, Smiser Alumni Center, Warrensburg, MO 64093. Designate

Donation form

publics who have more distractions and

publicrelationsprogram @ucmo.edu

u Old Elm Society – minimum 10 years of continuous giving

advises that flexibility and critical thinking

keep ahead of ever-advancing technologies

www.ucmprprogram. com

Your direct support makes it possible for our public relations program to provide strong

academic programs and a quality learning experience that positions our students for career

relations and its students, though he

are keys to launching and maintaining a

www.ucmo.edu/pr

– rest assured that we value responsibility, transparency and accountability with the funds

www.ucminnovativepr.com

City/State/Zip_______________________________________________________________________________________ Phone___________________________________Email_______________________________________________________

Amount: $_______________________________Designation: o Program Fund o Scholarship Fund My company matches gifts and I will arrange to have my gift matched:

o Yes

o No

UCM PUBLIC RELATIONS | PAGE 11

@ucminnovativepr

¢


UCM PR ALUMNI ENGAGEMENT

UCM PR GRADUATE NEWS

New industry practices concentration available to PR students Making sure students are

needed to accomplish the

ready for the world beyond

technical function, they lack

campus is a challenge.

the understanding of the

PR colleague Shannon

Bowen1 questioned in PR

Review whether or not students attracted to the field really knew what it involved. She found they didn’t know…about the need to manage, engage in strategic

decision-making, research, and work

with a high sense of urgency. Industry

Professional Otis Baskin2 had addressed

the challenge earlier in the same journal. “The harsh reality is that many students

have graduated as public relations majors with the majority of their course work not well designed to prepare them for

the business and organizational world …they may have received training in

writing and other areas of communication

managerial, organizational

and environmental context.”

The UCM PR Program listens to

industry demands and, in 2007, brought its curriculum closely in line with the

recommendations of the Public Relations Commission on Education. Founded on a 10-year cycle, the Commission conducts research to determine demands and

communicates its findings to educators. It helps programs make sure graduates are ready for doing business.

The UCM PR Program joined forces

with the Harmon College of Business &

Professional Studies to develop an elective

“Industry Practices” concentration to meet

From here to there: UCM undergrad to Mizzou Ph.D.

the business-ready demand. It endorses

for the professional world is like trying to pin down a fast-changing kaleidoscope.

The Council of PR Firms promises us that

PR is a multifaceted, dynamic industry. The Council is right, and it’s our job to produce career-ready graduates.

If public relations education isn’t your

thing, you may not recognize the truth of our kaleidoscopic reality. Rest assured

that just when we think we have a handle on what our students need to know and

be able to do, the composition of the field changes and we have to tweak what we do or how we do it. The context keeps

changing, but the need to teach vision,

strategy, tactics and ROI remains the same. Not only that, but the student landscape

is ever changing. Nearly 50 percent of

engagement as a freshman or sophomore is not valuable.

Our need to keep pace with constant

change is exhilarating yet

daunting. It’s not going away and (may we be quick to add) we don’t want it to. However, as most of you well know,

adaptation does not

always come quickly to large institutions

no matter how badly we want it. We

sometimes want the

kaleidoscope to be still so

we can catch our breath; it’s our job to keep up.

This is where our supporters outside

our students come to us as transfers. This

the walls of education come into play

in the program for 4 years ... that is if we

the public relations world and encourage

means we have only two years to get them PR ready, right along with those who are are lucky enough to get 4-year students

PR-engaged before their junior year. Many believe graduation is so far off that career

in a big way. Their ability to introduce

students to the fast-changing realities of professional vision is priceless. That’s

why the UCM PR program is so grateful

to groups like Trozzolo Communications

UCM PUBLIC RELATIONS | PAGE 10

Her doctoral application

accounting, management, marketing

was met with enthusiasm

students have elected the concentration in

UCM PR graduate and

spot as a prestigious Synor

policy, advertising and consumer behavior, and experiential application. Nearly 10 the past two years.

“Those students who chose the Industry

Practices concentration have found

themselves more comfortable talking

business principles when interviewing and while in employer meetings,” said Program Coordinator Dr. Hansen-Horn. “It’s a good addition.”

¢

_________________________________________________ 1 Bowen, Shannon. (2003). “I thought it

would be more glamorous”: preconceptions and misconceptions among students in the public relations principles course. Public Relations Review, 29, 199-214. 2 Baskin, Otis. (1989). Business schools and

the study of PR. Public Relations Review, 25-37.

Keeping up requires a little help from our friends Truly preparing public relations students

Where can you go from

UCM? To a Missouri School of Journalism Synor

Barkley, the KC Royals, the KC Chiefs, Vocus

and many others for helping us out. Agency crawls, training partnerships,

corporate contributions, class clients, guest speakers,

internship opportunities, student development initiatives, and

professional advising and review are

integral to our ability to graduate career-

ready students.

The outside support

directed toward the UCM

PR Program and its students

makes for the best education any

institution of higher learning can offer. Students can engage a kaleidoscopic

experience through which theory, vision and application come together. It is the foundation of an ever changing, best

practices and industry-relevant training

ground that truly follows the “Learning To A Greater Degree” UCM mantra.

¢

staff. They awarded her a

Innovative PR manager

Fellow because of her

alumna Dani Myers did just

exceptional achievements

that following two years of

and qualifications.

professional employment

This came as no surprise

with Bernstein-Rein and

to the UCM public

later Silpada Designs.

relations faculty. “Dani

Dani’s passion for

time as the UCM graduate

did well to communicate

her excellent professional experiences and UCM

assistant PR manager. Her continued UCM

education to Mizzou decision-makers,”

outgrowth of all this was her pursuit of a

her. It’s good to have the caliber of UCM

vestment as an adjunct public relations

instructor fanned the flames. The logical Ph.D. in strategic communication at the University of Missouri-Columbia.

Kali Schneiders ‘73 Group, Crossroads, Parris Communications,

from Mizzou faculty and

Fellowship, that’s where.

education started during her

experiences about the sweet taste of

grace, hope for the blended family, selfacceptance and encouragement.

Like many graduates, Kali had no idea

she would go from UCM to her present

passion in writing and speaking. “When I graduated I didn’t have a fixed course in mind,” she said. “I thought I wanted

corporate PR, but I floundered in a variety of agencies and small PR jobs before

discovering I was really better suited for sales. My verbal skills at that time were more developed than my writing.”

Through time and personal experiences,

both triumphant and tragic, Kali

recognized her ultimate passions. “It

was only after a 16-year successful sales

career ended in early retirement, due to a new role as stay-at-home stepmom, that I began to write about my experiences,” Schnieders said. “Sharing the stories

with live audiences was the natural next step, and this launched my career as a

professional speaker. Who could foresee that a collection of seemingly unrelated

UCM PR one of 38 certified by PRSA

Hansen-Horn said. “We are proud of program’s like Mizzou’s.”

¢

... continued

circumstances was actually a providential journey on my path toward ultimate

professional fulfillment? Ah, but looking back—it’s clear as Swarovski crystal.”

Kali encourages today’s college students

to keep an open mind. “Open minds let

people realize that a bend in the road can be a happy detour,” she said.

The UCM PR Program was recognized

in October as representing the global

standard for excellence in public relations

education and conferred with Certification in Education for Public Relations (CEPR)

UCM PR Program Coordinator Tricia

PR students well-represented in Ph.D.

Dr. Adam Horn and Dr. Tricia Hansen-Horn accept CEPR award from PRSA CEPR Co-chair Dr. Susan Gonders and CEPR reviewer Dr. Joe Trahan, APR

¢

by the Public Relations Society of America. “Our program is certainly among the

most excellent in the world,” Program Coordinator Dr. Tricia Hansen-Horn

said. “The curriculum is closely aligned

with the Commission on PR Education’s recommendations and we keep up-to-

date with industry demands and trends.

Engaged students are very well prepared to enter the workforce or continue their education in graduate studies.”

The review effort took 24 months. “It

was worth the effort,” Dr. Adam Horn said. “The program has grown and developed

right along with the industry. We have great

support, great alumni and great students.” ¢

Your support helps UCM PR students We know we can’t do excellent public

relations education without you.

Educating tomorrow’s public relations professionals takes a kaleidoscopic

effort (see story on page 10); UCM’s

public relations faculty, alumni and loyal supporters are up to the task. Our vision is far-reaching and our plans are big. We thank you.

In addition, we extend thanks to the

following supporters for their 2014

UCM Public Relations Program Fund contributions:

UCM PUBLIC RELATIONS | PAGE 3

... continued

u Shawn and Shawna Arni u Paula Derks

u John and Carole Fay

u Leah (Bradshaw) Godfrey u Tom and Debby Heapes

u Tricia Hansen-Horn and Adam Horn u Cara Mahon

u Jenn and Steve Mullins

u Larry and Kali Schnieders u Hannah (Rhoad) Sartin

¢


UCM PR INTERN NEWS

UCM PR ON THE MOVE

Senior Andrew Wortmann traverses multi-internship road Three-time intern Andrew

Wortmann knows the

future. He also knows that

travelled to Nashville for

detour one doesn’t expect.

the annual One Million

“My first internship was

Strong event and saw all

with Townsquare Media

of the work come to life.”

in Sedalia, Missouri,”

“I never could have

Wortmann said. “I knew

imagined being able to

that I wanted to get out of

and starting making cold calls to Miami

organizations. After hearing ‘no’ 20 times in a row, I changed my pitch and started getting some more interest. I landed a

position at the Miami Children’s Hospital, and in June I packed my bags and was on my way to the land of café con leche.”

Wortmann went right to work putting

his UCM education and Townsquare

experiences to use for the hospital. “It was so fun to put to use all of the skills I have

picked up going through the PR Program.” He did not stop with his Miami

internship once he got back to UCM classes in the fall. “Once August hit, I started

putting my networking skills to the test,” Wortmann said. “I connected with UCM PR alumna Danielle Burgess at Fight

Colorectal Cancer, my Magazine Design

class client. Everything went so well that I was lucky enough to get hired as a PR and design intern with Fight CRC for my final semester.”

Wortmann’s current internship advisor

and program alumna Danielle Burgess

has put her UCM PR education to good

use in the fight against colorectal cancer. She serves as Fight CRC’s director of communication. Burgess recognizes

UCM PR student excellence and willingly engages it when she can.

“Fight CRC is doing huge things in the

cancer world and it’s such an awesome

experience to be a part of it,” Wortmann

hesitation that our program has some of

coast to coast. In March, I

rejection may be the happy

down on a Friday afternoon in February

in planning events from

I’ve gotten to participate

in finding his professional

the area for my second internship, so I sat

experiences, but with the help of UCM’s

of working with them,

value experience will play

2014 #PRSSAKC Summit attendees (from

said. “In just two months

complete some of these

left to right, back to front) Hannah Bray,

PR program, they all became realities,”

Maria Schomer, Elizabeth Krulish, Kristina

Wortmann said. “I can say without any

Jillian Berger, Shelby Hobbs, Marc Vasquez,

for UCM PR and I can’t wait to see what

Brooklyn Lutz, Andrew Wortmann

happens down the road.”

Wortmann graduates from the UCM PR

Program in May.

¢

love for auto racing,

I found out that it is

to combine public

scenes look at how

relations with her

the industry works.

Brooklyn Lutz had

very fast-paced and

the opportunity of

Tom Heapes, Jenn Mullins, Maria Schomer, Cara Mahon, Dani Myers, Jillian Berger, Brooklyn Lutz, Brooke Todd

in which I would love

was selected as a

to work.”

2014 “Fan Reporter”

Watkins Glen

Faculty, alumni and student volunteers at PRISM awards (left to right, back to front),

definitely an industry

a lifetime when she

Championship at

Jamison, Nikki Carpenter, Kelsey Michel,

shows. Big things continue to happen

getting a behind-the-

United Sports Car

Brittany Madden, Sara Ahlers, Ellanie

any program in the nation, and it truly

Fueling a desire

for the July Tudor

Jordan Saffer, Brooke Todd, Steven Spears,

the most dedicated and caring faculty of

Lutz fuels desire for PR career in auto racing

by ZF Motorsports

Keeling, Kasey Griffin, Amanda Plachte,

“UCM’s program is

Brooklyn Lutz, right, joins Andy Lally, left, Magnus Racing Porsche driver, and Toni Rizzuti, ZF race reporter

International in New York.

A long-time road racing advocate, Lutz

learned of the competitive opportunity by paying attention to the options her PRSSA advisor Adam Horn relayed to students.

Part of ZF’s strategy to engage the American racing public is to invite fans to submit

questions for Andy Lally, the driver of the #44 Magnus Racing Porsche.

Lutz went to work submitting her

question, was selected by ZF and was

featured in a ZF Fan Reporter USA 2014 – 6

Hours of the Glen video produced by Motor Racing Network. “I learned so much from

this amazing experience,” Lutz said. “I had the opportunity to speak with a former

PR director of NASCAR and she gave me

some really good advice on how to make it in the auto racing industry. I also enjoyed

UCM PUBLIC RELATIONS | PAGE 4

great because we are taught by experience rather than just a

textbook. We work

with actual clients in

IPR represents UCM’s Campus Cupboard as

our classes and are pretty much thrown

it celebrates its one-year anniversary, with

into the industry before we graduate.

Jon Haile, Stephanie Harvey, Erin Robinson

My ZF experience was certainly that. If I had not listened to Dr. Horn when he

mentioned the opportunity, then pursued it for all I was worth, I would not have had it.” Consistent with the UCM commitment

to learn to in engaged ways, Lutz believes her role as president of PRSSA, along

with two internships and volunteer PR work for non-profit organizations, are

driving her professional success. She is

Program alumni travel to campus to

completing a third internship, this one

celebrate program CEPR certification with

with FleishmanHillard in San Francisco.

“Who knows where I might go from here,”

students and faculty

Lutz said. “I may take up racing, or at least work for an international team.”

The ZF Fan Reporter opportunity is now

open to 2015 participants.

¢

UCM PUBLIC RELATIONS | PAGE 9


UCM PR ON THE MOVE Non-profit PR class travels to KC to visit Boys & Girls Club of Greater Kansas City offices, (left to right) Amanda Plachte, DeNitra Moore (B&GC, marketing), Marisa Kolka, Ashli Harris, Jenn Mullins (instructor), Mariah Schomer, Dominique Dobbins, Sharon Cleaver (B&GC, director of marketing), Molli Hutcheson, Bobbi Jo Meskill.

UCM PR PROGRAM NEWS

Innovative PR follows an alumnus to Together We’re Stronger Innovative PR followed the lead of

a social media campaign, and

alumnus Larry Schnieders to the Together

engaged in media relations

efforts on behalf of Together

We’re Stronger project launch benefiting

We’re Stronger. Spring 2015

the DeLaSalle Education Center. The

documentary film tells the unique story

specialists are planning the

behind Bishop Lillis High School’s 1961’s

June film premiere, building

men’s state championship basketball

a film website, filling reward

team. It also chronicles DeLaSalle’s

deliverables promised during the

inspiring story as the current occupant of

Kickstarter campaign, providing

the former Lillis building, which became

social media content creation and

home to DeLaSalle following a 1979 high

offering media relations support.

school closing.

“The experience taught the

The Together We’re Stronger story is one

students about tactical public

of passion and dedication, of disaster and

triumph, of persistence and perseverance,

Students meet with professionals during

and of legacies.

2014 PR Pro Day: (left to right) Sara

“Simply because Lillis is no longer

Freetly-Grubb (pro), Brooke Todd, Adriana

around does not erase the fond memories

Vivas, Joe Spencer, Nikki Carpenter, Jordan

that so many of its graduates, like me, have

Saffer, Molly Olten

about our time there,” Schnieders said.

“The school was a special, spirited place.

It instilled the belief in me and countless others that we could achieve beyond expectations.” Students and faculty travel to Crossroads at Barkley, hosted by UCM PRSSA Professional Advisor Mike Swenson. (left to right, back to front) Mike Swenson, Katelyn Doyle, Jordan Rafferty, Sara

All rights and proceeds will belong

to DeLaSalle. Primarily a fundraising

relations responsibilities tool, the film will also introduce new

audiences to the school and its mission. As an alternative school for youth in

Kansas City’s urban core, DeLaSalle has an enrollment of more than 300 students. An IPR-led fall 2014 Together We’re

Stronger Kickstarter campaign raised

nearly $20,000 in a film-funding effort. Under the mentorship of Schnieders,

IPR planned the Kickstarter campaign, developed branded materials, created

guided by strategy, while taking

Innovative PR to new and exciting places,” IPR Manager Jonathan

Haile said. “We love the work we do with

UCM’s clients—serving them to the best of

our abilities and doing our part to make the

campus a better place, but we also welcome opportunities to work with engaged alumni like Larry. It’s great for our program to

show that students can get outside of their

comfort zones and do well. It’s been such a good experience, we even blogged about it at www.ucminnovativepr.com.”

#PRSSAKC Summit – UCM PR leads attendance

Ahlers, Brooklyn Lutz, Brittany Madden,

a tour of the hi-tech Sporting Park venue

Tom Heapes, Jennifer Cawley, Lindsey

in Kansas City, Kansas. Attendees were

Dewitte, Jillian Berger, Nikki Carpenter,

offered a wide variety of tips, tricks

Dani Myers, Tricia Hansen-Horn

and advice from PR pros, journalists, marketers and job search experts.

Developed for students seeking to get

real life skills, #PRSSAKC is a program

that features a variety of speakers from Alumna Dani Myers helped lead the 2014 #PRSSAKC Summit event (left to right, back to front) Steven Spears, Shelby Hobbs, Hannah Bray, Kasey Griffin, Brittany Madden, Maria Schomer, Jenn Mullins, Andrew Wortmann, Tom Heapes, Jordan Saffer, Nikki Carpenter, Dani Myers, Brooklyn Lutz, Jillian Berger, Elizabeth Krulish, Brooke Todd

Students enjoy riding in the 2014 homecoming parade

The UCM PR Program led schools

from across the region once again for attendance at the annual #PRSSAKC Summit. Sponsored by the Greater

UCM PUBLIC RELATIONS | PAGE 8

Kansas City chapter of PRSA, the Summit brought professionals to UCM’s 16

student attendees, provided them with

networking opportunities, and sponsored

UCM PUBLIC RELATIONS | PAGE 5

local, Kansas City pros in the field of social media, recruiting, telecommunications, mobile, life skills and tourism. It is

designed to bring people together to share a unique experience and to engage in discussions to create community.

“I am really glad I went,” UCM PR major

Brittany Madden said. “You can’t get all

that opportunity in one day on your own. It was a day of fun and learning.”

¢


UCM PR PROGRAM NEWS

UCM PR ON THE MOVE

Swenson’s UCM commitment takes an additional path

Student team’s work journeys to Capitol Hill Partnering with Fight Colorectal

Cancer in fall 2014, a Magazine & Design class team left its work journeying to Capitol Hill. As another example of

engaged learning and alumni, the team

was mentored by alumna and Fight CRC Director of Communication Danielle

Burgess. It created a Fight CRC STRONG

magazine as a Congressional leave-behind. Fight CRC meets with Congressmen

annually to discuss legislation affecting those diagnosed with colon and rectal cancers. Of primary concern are lack of cancer research funding,

inadequate insurance coverage and national awareness of the diseases. The magazine leave-behind will continue the conversation with Congress all year long.

“We gained valuable experience

working with a national non-profit

CRC,” Burgess said.

“They didn’t just create a useful publication

and were able to use the knowledge they

we will actually distribute; they brought a

Weber said.

very impressed.”

gained in the classroom to create a realworld publication,” teammate Chelsey “Working

youthful energy and passion to it that was both seen and felt. My entire team was

experience,”

senior PR major, now works as a Fight CRC

said Andrew

Wortmann, the team designer. “Not only did I learn more

about colon and rectal cancers,

I also learned how to work collaboratively with my classmates in a way that I hadn’t experienced. The opportunity to write

for a national audience was daunting, but it certainly allowed me to mature as a student and a professional.”

Burgess traveled to UCM’s campus to see

the finished work and listen to the team’s final presentation. “The PR students

surpassed my expectations when they

took on designing a magazine for Fight

experience,” Wortmann said. “Fight CRC’s

team is small, but it is making a large-scale

difference. Having the chance to work with

Danielle, and a recent program alumna and

Story contributors: Andrew Wortmann &

when the semester ended. Wortmann, a

UCM PR awarded Gold PRISM A 2014 PRISM Award swung its way

to the UCM PR Program in June when its semi-annual newsletter won gold for a “best tactic.” Faculty members Tom

Chelsey Weber.

¢

recently took the lead as the UCM PRSSA senior professional advisor. In just a

Engaged faculty member Tom Heapes with Brooke Todd and Brooklyn Lutz

short time, he’s hosted UCM students at

a lunch and learning event at Crossroads,

Faculty Tom Heapes and Adam Horn take

offered insights and advice to the group

ALS challenge from PRSSA.

in its decision-making processes, and is scheduled to engage all interested UCM students in real world learning at the campus April 21.

“I am happy to serve UCM’s PRSSA

chapter in this way,” Swenson said. “They are a great group of young people with

tremendous professional potential. I feel good about investing in their future.”

In an innovative move, Swenson secured

the agreement of Dani Myers, Synor Fellow in Mizzou’s Strategic Communication

doctoral program, to serve alongside him

as the chapter’s junior professional advisor. The two have a professional working

experience that spans three cities and

Heapes and Jenn Mullins attended

four organizations. “Their willingness to

the awards ceremony to represent

invest in UCM’s PR students emulates a

the program.

culture of service,” PRSSA Advisor Adam

The Greater Kansas City PRSA

Horn said. “ Their combined desire to see

chapter annually recognizes

outstanding programs and materials

created by public relations professionals area or have completed assignments for KC-based clients.

organization like Fight CRC is a whirlwind

campaign has been really exciting.”

professional development did not stop

who practice in the greater Kansas City

“Working with a national non-profit

Shawna Snyder, on the One Million Strong

students, the opportunity to continue

eye-opening

intern alongside program alumna Burgess.

Fight CRC Communications Coordinator

As has happened before for UCM PR

alongside Fight CRC was an

Crossroads President and long-time

UCM program mentor Mike Swenson

The Magazine & Design Fight CRC team: (left to right) Brittany Greene, Chelsey Webber, Andrew Wortmann, Melanie Wilmoth, Ellanie Jamison, DeAnn Warren

¢

UCM PUBLIC RELATIONS | PAGE 6

students learn and succeed brings with it

the ability to give our members a worldly perspective.”

UCM mascot points the way to Drs. Horn and Hansen-Horn as they journey to Washington DC to accept PRSA’s CEPR accreditation Students tour Worlds of Fun and learn from

UCM PRSSA students have many reasons

program alumna and Worlds of Fun/Oceans

to believe while under the mentorship of Swenson and Myers.

of Fun Public Relations Manager Rachael

¢

Murie

UCM PUBLIC RELATIONS | PAGE 7


UCM PR PROGRAM NEWS

UCM PR ON THE MOVE

Swenson’s UCM commitment takes an additional path

Student team’s work journeys to Capitol Hill Partnering with Fight Colorectal

Cancer in fall 2014, a Magazine & Design class team left its work journeying to Capitol Hill. As another example of

engaged learning and alumni, the team

was mentored by alumna and Fight CRC Director of Communication Danielle

Burgess. It created a Fight CRC STRONG

magazine as a Congressional leave-behind. Fight CRC meets with Congressmen

annually to discuss legislation affecting those diagnosed with colon and rectal cancers. Of primary concern are lack of cancer research funding,

inadequate insurance coverage and national awareness of the diseases. The magazine leave-behind will continue the conversation with Congress all year long.

“We gained valuable experience

working with a national non-profit

CRC,” Burgess said.

“They didn’t just create a useful publication

and were able to use the knowledge they

we will actually distribute; they brought a

Weber said.

very impressed.”

gained in the classroom to create a realworld publication,” teammate Chelsey “Working

youthful energy and passion to it that was both seen and felt. My entire team was

experience,”

senior PR major, now works as a Fight CRC

said Andrew

Wortmann, the team designer. “Not only did I learn more

about colon and rectal cancers,

I also learned how to work collaboratively with my classmates in a way that I hadn’t experienced. The opportunity to write

for a national audience was daunting, but it certainly allowed me to mature as a student and a professional.”

Burgess traveled to UCM’s campus to see

the finished work and listen to the team’s final presentation. “The PR students

surpassed my expectations when they

took on designing a magazine for Fight

experience,” Wortmann said. “Fight CRC’s

team is small, but it is making a large-scale

difference. Having the chance to work with

Danielle, and a recent program alumna and

Story contributors: Andrew Wortmann &

when the semester ended. Wortmann, a

UCM PR awarded Gold PRISM A 2014 PRISM Award swung its way

to the UCM PR Program in June when its semi-annual newsletter won gold for a “best tactic.” Faculty members Tom

Chelsey Weber.

¢

recently took the lead as the UCM PRSSA senior professional advisor. In just a

Engaged faculty member Tom Heapes with Brooke Todd and Brooklyn Lutz

short time, he’s hosted UCM students at

a lunch and learning event at Crossroads,

Faculty Tom Heapes and Adam Horn take

offered insights and advice to the group

ALS challenge from PRSSA.

in its decision-making processes, and is scheduled to engage all interested UCM students in real world learning at the campus April 21.

“I am happy to serve UCM’s PRSSA

chapter in this way,” Swenson said. “They are a great group of young people with

tremendous professional potential. I feel good about investing in their future.”

In an innovative move, Swenson secured

the agreement of Dani Myers, Synor Fellow in Mizzou’s Strategic Communication

doctoral program, to serve alongside him

as the chapter’s junior professional advisor. The two have a professional working

experience that spans three cities and

Heapes and Jenn Mullins attended

four organizations. “Their willingness to

the awards ceremony to represent

invest in UCM’s PR students emulates a

the program.

culture of service,” PRSSA Advisor Adam

The Greater Kansas City PRSA

Horn said. “ Their combined desire to see

chapter annually recognizes

outstanding programs and materials

created by public relations professionals area or have completed assignments for KC-based clients.

organization like Fight CRC is a whirlwind

campaign has been really exciting.”

professional development did not stop

who practice in the greater Kansas City

“Working with a national non-profit

Shawna Snyder, on the One Million Strong

students, the opportunity to continue

eye-opening

intern alongside program alumna Burgess.

Fight CRC Communications Coordinator

As has happened before for UCM PR

alongside Fight CRC was an

Crossroads President and long-time

UCM program mentor Mike Swenson

The Magazine & Design Fight CRC team: (left to right) Brittany Greene, Chelsey Webber, Andrew Wortmann, Melanie Wilmoth, Ellanie Jamison, DeAnn Warren

¢

UCM PUBLIC RELATIONS | PAGE 6

students learn and succeed brings with it

the ability to give our members a worldly perspective.”

UCM mascot points the way to Drs. Horn and Hansen-Horn as they journey to Washington DC to accept PRSA’s CEPR accreditation Students tour Worlds of Fun and learn from

UCM PRSSA students have many reasons

program alumna and Worlds of Fun/Oceans

to believe while under the mentorship of Swenson and Myers.

of Fun Public Relations Manager Rachael

¢

Murie

UCM PUBLIC RELATIONS | PAGE 7


UCM PR ON THE MOVE Non-profit PR class travels to KC to visit Boys & Girls Club of Greater Kansas City offices, (left to right) Amanda Plachte, DeNitra Moore (B&GC, marketing), Marisa Kolka, Ashli Harris, Jenn Mullins (instructor), Mariah Schomer, Dominique Dobbins, Sharon Cleaver (B&GC, director of marketing), Molli Hutcheson, Bobbi Jo Meskill.

UCM PR PROGRAM NEWS

Innovative PR follows an alumnus to Together We’re Stronger Innovative PR followed the lead of

a social media campaign, and

alumnus Larry Schnieders to the Together

engaged in media relations

efforts on behalf of Together

We’re Stronger project launch benefiting

We’re Stronger. Spring 2015

the DeLaSalle Education Center. The

documentary film tells the unique story

specialists are planning the

behind Bishop Lillis High School’s 1961’s

June film premiere, building

men’s state championship basketball

a film website, filling reward

team. It also chronicles DeLaSalle’s

deliverables promised during the

inspiring story as the current occupant of

Kickstarter campaign, providing

the former Lillis building, which became

social media content creation and

home to DeLaSalle following a 1979 high

offering media relations support.

school closing.

“The experience taught the

The Together We’re Stronger story is one

students about tactical public

of passion and dedication, of disaster and

triumph, of persistence and perseverance,

Students meet with professionals during

and of legacies.

2014 PR Pro Day: (left to right) Sara

“Simply because Lillis is no longer

Freetly-Grubb (pro), Brooke Todd, Adriana

around does not erase the fond memories

Vivas, Joe Spencer, Nikki Carpenter, Jordan

that so many of its graduates, like me, have

Saffer, Molly Olten

about our time there,” Schnieders said.

“The school was a special, spirited place.

It instilled the belief in me and countless others that we could achieve beyond expectations.” Students and faculty travel to Crossroads at Barkley, hosted by UCM PRSSA Professional Advisor Mike Swenson. (left to right, back to front) Mike Swenson, Katelyn Doyle, Jordan Rafferty, Sara

All rights and proceeds will belong

to DeLaSalle. Primarily a fundraising

relations responsibilities tool, the film will also introduce new

audiences to the school and its mission. As an alternative school for youth in

Kansas City’s urban core, DeLaSalle has an enrollment of more than 300 students. An IPR-led fall 2014 Together We’re

Stronger Kickstarter campaign raised

nearly $20,000 in a film-funding effort. Under the mentorship of Schnieders,

IPR planned the Kickstarter campaign, developed branded materials, created

guided by strategy, while taking

Innovative PR to new and exciting places,” IPR Manager Jonathan

Haile said. “We love the work we do with

UCM’s clients—serving them to the best of

our abilities and doing our part to make the

campus a better place, but we also welcome opportunities to work with engaged alumni like Larry. It’s great for our program to

show that students can get outside of their

comfort zones and do well. It’s been such a good experience, we even blogged about it at www.ucminnovativepr.com.”

#PRSSAKC Summit – UCM PR leads attendance

Ahlers, Brooklyn Lutz, Brittany Madden,

a tour of the hi-tech Sporting Park venue

Tom Heapes, Jennifer Cawley, Lindsey

in Kansas City, Kansas. Attendees were

Dewitte, Jillian Berger, Nikki Carpenter,

offered a wide variety of tips, tricks

Dani Myers, Tricia Hansen-Horn

and advice from PR pros, journalists, marketers and job search experts.

Developed for students seeking to get

real life skills, #PRSSAKC is a program

that features a variety of speakers from Alumna Dani Myers helped lead the 2014 #PRSSAKC Summit event (left to right, back to front) Steven Spears, Shelby Hobbs, Hannah Bray, Kasey Griffin, Brittany Madden, Maria Schomer, Jenn Mullins, Andrew Wortmann, Tom Heapes, Jordan Saffer, Nikki Carpenter, Dani Myers, Brooklyn Lutz, Jillian Berger, Elizabeth Krulish, Brooke Todd

Students enjoy riding in the 2014 homecoming parade

The UCM PR Program led schools

from across the region once again for attendance at the annual #PRSSAKC Summit. Sponsored by the Greater

UCM PUBLIC RELATIONS | PAGE 8

Kansas City chapter of PRSA, the Summit brought professionals to UCM’s 16

student attendees, provided them with

networking opportunities, and sponsored

UCM PUBLIC RELATIONS | PAGE 5

local, Kansas City pros in the field of social media, recruiting, telecommunications, mobile, life skills and tourism. It is

designed to bring people together to share a unique experience and to engage in discussions to create community.

“I am really glad I went,” UCM PR major

Brittany Madden said. “You can’t get all

that opportunity in one day on your own. It was a day of fun and learning.”

¢


UCM PR INTERN NEWS

UCM PR ON THE MOVE

Senior Andrew Wortmann traverses multi-internship road Three-time intern Andrew

Wortmann knows the

future. He also knows that

travelled to Nashville for

detour one doesn’t expect.

the annual One Million

“My first internship was

Strong event and saw all

with Townsquare Media

of the work come to life.”

in Sedalia, Missouri,”

“I never could have

Wortmann said. “I knew

imagined being able to

that I wanted to get out of

and starting making cold calls to Miami

organizations. After hearing ‘no’ 20 times in a row, I changed my pitch and started getting some more interest. I landed a

position at the Miami Children’s Hospital, and in June I packed my bags and was on my way to the land of café con leche.”

Wortmann went right to work putting

his UCM education and Townsquare

experiences to use for the hospital. “It was so fun to put to use all of the skills I have

picked up going through the PR Program.” He did not stop with his Miami

internship once he got back to UCM classes in the fall. “Once August hit, I started

putting my networking skills to the test,” Wortmann said. “I connected with UCM PR alumna Danielle Burgess at Fight

Colorectal Cancer, my Magazine Design

class client. Everything went so well that I was lucky enough to get hired as a PR and design intern with Fight CRC for my final semester.”

Wortmann’s current internship advisor

and program alumna Danielle Burgess

has put her UCM PR education to good

use in the fight against colorectal cancer. She serves as Fight CRC’s director of communication. Burgess recognizes

UCM PR student excellence and willingly engages it when she can.

“Fight CRC is doing huge things in the

cancer world and it’s such an awesome

experience to be a part of it,” Wortmann

hesitation that our program has some of

coast to coast. In March, I

rejection may be the happy

down on a Friday afternoon in February

in planning events from

I’ve gotten to participate

in finding his professional

the area for my second internship, so I sat

experiences, but with the help of UCM’s

of working with them,

value experience will play

2014 #PRSSAKC Summit attendees (from

said. “In just two months

complete some of these

left to right, back to front) Hannah Bray,

PR program, they all became realities,”

Maria Schomer, Elizabeth Krulish, Kristina

Wortmann said. “I can say without any

Jillian Berger, Shelby Hobbs, Marc Vasquez,

for UCM PR and I can’t wait to see what

Brooklyn Lutz, Andrew Wortmann

happens down the road.”

Wortmann graduates from the UCM PR

Program in May.

¢

love for auto racing,

I found out that it is

to combine public

scenes look at how

relations with her

the industry works.

Brooklyn Lutz had

very fast-paced and

the opportunity of

Tom Heapes, Jenn Mullins, Maria Schomer, Cara Mahon, Dani Myers, Jillian Berger, Brooklyn Lutz, Brooke Todd

in which I would love

was selected as a

to work.”

2014 “Fan Reporter”

Watkins Glen

Faculty, alumni and student volunteers at PRISM awards (left to right, back to front),

definitely an industry

a lifetime when she

Championship at

Jamison, Nikki Carpenter, Kelsey Michel,

shows. Big things continue to happen

getting a behind-the-

United Sports Car

Brittany Madden, Sara Ahlers, Ellanie

any program in the nation, and it truly

Fueling a desire

for the July Tudor

Jordan Saffer, Brooke Todd, Steven Spears,

the most dedicated and caring faculty of

Lutz fuels desire for PR career in auto racing

by ZF Motorsports

Keeling, Kasey Griffin, Amanda Plachte,

“UCM’s program is

Brooklyn Lutz, right, joins Andy Lally, left, Magnus Racing Porsche driver, and Toni Rizzuti, ZF race reporter

International in New York.

A long-time road racing advocate, Lutz

learned of the competitive opportunity by paying attention to the options her PRSSA advisor Adam Horn relayed to students.

Part of ZF’s strategy to engage the American racing public is to invite fans to submit

questions for Andy Lally, the driver of the #44 Magnus Racing Porsche.

Lutz went to work submitting her

question, was selected by ZF and was

featured in a ZF Fan Reporter USA 2014 – 6

Hours of the Glen video produced by Motor Racing Network. “I learned so much from

this amazing experience,” Lutz said. “I had the opportunity to speak with a former

PR director of NASCAR and she gave me

some really good advice on how to make it in the auto racing industry. I also enjoyed

UCM PUBLIC RELATIONS | PAGE 4

great because we are taught by experience rather than just a

textbook. We work

with actual clients in

IPR represents UCM’s Campus Cupboard as

our classes and are pretty much thrown

it celebrates its one-year anniversary, with

into the industry before we graduate.

Jon Haile, Stephanie Harvey, Erin Robinson

My ZF experience was certainly that. If I had not listened to Dr. Horn when he

mentioned the opportunity, then pursued it for all I was worth, I would not have had it.” Consistent with the UCM commitment

to learn to in engaged ways, Lutz believes her role as president of PRSSA, along

with two internships and volunteer PR work for non-profit organizations, are

driving her professional success. She is

Program alumni travel to campus to

completing a third internship, this one

celebrate program CEPR certification with

with FleishmanHillard in San Francisco.

“Who knows where I might go from here,”

students and faculty

Lutz said. “I may take up racing, or at least work for an international team.”

The ZF Fan Reporter opportunity is now

open to 2015 participants.

¢

UCM PUBLIC RELATIONS | PAGE 9


UCM PR ALUMNI ENGAGEMENT

UCM PR GRADUATE NEWS

New industry practices concentration available to PR students Making sure students are

needed to accomplish the

ready for the world beyond

technical function, they lack

campus is a challenge.

the understanding of the

PR colleague Shannon

Bowen1 questioned in PR

Review whether or not students attracted to the field really knew what it involved. She found they didn’t know…about the need to manage, engage in strategic

decision-making, research, and work

with a high sense of urgency. Industry

Professional Otis Baskin2 had addressed

the challenge earlier in the same journal. “The harsh reality is that many students

have graduated as public relations majors with the majority of their course work not well designed to prepare them for

the business and organizational world …they may have received training in

writing and other areas of communication

managerial, organizational

and environmental context.”

The UCM PR Program listens to

industry demands and, in 2007, brought its curriculum closely in line with the

recommendations of the Public Relations Commission on Education. Founded on a 10-year cycle, the Commission conducts research to determine demands and

communicates its findings to educators. It helps programs make sure graduates are ready for doing business.

The UCM PR Program joined forces

with the Harmon College of Business &

Professional Studies to develop an elective

“Industry Practices” concentration to meet

From here to there: UCM undergrad to Mizzou Ph.D.

the business-ready demand. It endorses

for the professional world is like trying to pin down a fast-changing kaleidoscope.

The Council of PR Firms promises us that

PR is a multifaceted, dynamic industry. The Council is right, and it’s our job to produce career-ready graduates.

If public relations education isn’t your

thing, you may not recognize the truth of our kaleidoscopic reality. Rest assured

that just when we think we have a handle on what our students need to know and

be able to do, the composition of the field changes and we have to tweak what we do or how we do it. The context keeps

changing, but the need to teach vision,

strategy, tactics and ROI remains the same. Not only that, but the student landscape

is ever changing. Nearly 50 percent of

engagement as a freshman or sophomore is not valuable.

Our need to keep pace with constant

change is exhilarating yet

daunting. It’s not going away and (may we be quick to add) we don’t want it to. However, as most of you well know,

adaptation does not

always come quickly to large institutions

no matter how badly we want it. We

sometimes want the

kaleidoscope to be still so

we can catch our breath; it’s our job to keep up.

This is where our supporters outside

our students come to us as transfers. This

the walls of education come into play

in the program for 4 years ... that is if we

the public relations world and encourage

means we have only two years to get them PR ready, right along with those who are are lucky enough to get 4-year students

PR-engaged before their junior year. Many believe graduation is so far off that career

in a big way. Their ability to introduce

students to the fast-changing realities of professional vision is priceless. That’s

why the UCM PR program is so grateful

to groups like Trozzolo Communications

UCM PUBLIC RELATIONS | PAGE 10

Her doctoral application

accounting, management, marketing

was met with enthusiasm

students have elected the concentration in

UCM PR graduate and

spot as a prestigious Synor

policy, advertising and consumer behavior, and experiential application. Nearly 10 the past two years.

“Those students who chose the Industry

Practices concentration have found

themselves more comfortable talking

business principles when interviewing and while in employer meetings,” said Program Coordinator Dr. Hansen-Horn. “It’s a good addition.”

¢

_________________________________________________ 1 Bowen, Shannon. (2003). “I thought it

would be more glamorous”: preconceptions and misconceptions among students in the public relations principles course. Public Relations Review, 29, 199-214. 2 Baskin, Otis. (1989). Business schools and

the study of PR. Public Relations Review, 25-37.

Keeping up requires a little help from our friends Truly preparing public relations students

Where can you go from

UCM? To a Missouri School of Journalism Synor

Barkley, the KC Royals, the KC Chiefs, Vocus

and many others for helping us out. Agency crawls, training partnerships,

corporate contributions, class clients, guest speakers,

internship opportunities, student development initiatives, and

professional advising and review are

integral to our ability to graduate career-

ready students.

The outside support

directed toward the UCM

PR Program and its students

makes for the best education any

institution of higher learning can offer. Students can engage a kaleidoscopic

experience through which theory, vision and application come together. It is the foundation of an ever changing, best

practices and industry-relevant training

ground that truly follows the “Learning To A Greater Degree” UCM mantra.

¢

staff. They awarded her a

Innovative PR manager

Fellow because of her

alumna Dani Myers did just

exceptional achievements

that following two years of

and qualifications.

professional employment

This came as no surprise

with Bernstein-Rein and

to the UCM public

later Silpada Designs.

relations faculty. “Dani

Dani’s passion for

time as the UCM graduate

did well to communicate

her excellent professional experiences and UCM

assistant PR manager. Her continued UCM

education to Mizzou decision-makers,”

outgrowth of all this was her pursuit of a

her. It’s good to have the caliber of UCM

vestment as an adjunct public relations

instructor fanned the flames. The logical Ph.D. in strategic communication at the University of Missouri-Columbia.

Kali Schneiders ‘73 Group, Crossroads, Parris Communications,

from Mizzou faculty and

Fellowship, that’s where.

education started during her

experiences about the sweet taste of

grace, hope for the blended family, selfacceptance and encouragement.

Like many graduates, Kali had no idea

she would go from UCM to her present

passion in writing and speaking. “When I graduated I didn’t have a fixed course in mind,” she said. “I thought I wanted

corporate PR, but I floundered in a variety of agencies and small PR jobs before

discovering I was really better suited for sales. My verbal skills at that time were more developed than my writing.”

Through time and personal experiences,

both triumphant and tragic, Kali

recognized her ultimate passions. “It

was only after a 16-year successful sales

career ended in early retirement, due to a new role as stay-at-home stepmom, that I began to write about my experiences,” Schnieders said. “Sharing the stories

with live audiences was the natural next step, and this launched my career as a

professional speaker. Who could foresee that a collection of seemingly unrelated

UCM PR one of 38 certified by PRSA

Hansen-Horn said. “We are proud of program’s like Mizzou’s.”

¢

... continued

circumstances was actually a providential journey on my path toward ultimate

professional fulfillment? Ah, but looking back—it’s clear as Swarovski crystal.”

Kali encourages today’s college students

to keep an open mind. “Open minds let

people realize that a bend in the road can be a happy detour,” she said.

The UCM PR Program was recognized

in October as representing the global

standard for excellence in public relations

education and conferred with Certification in Education for Public Relations (CEPR)

UCM PR Program Coordinator Tricia

PR students well-represented in Ph.D.

Dr. Adam Horn and Dr. Tricia Hansen-Horn accept CEPR award from PRSA CEPR Co-chair Dr. Susan Gonders and CEPR reviewer Dr. Joe Trahan, APR

¢

by the Public Relations Society of America. “Our program is certainly among the

most excellent in the world,” Program Coordinator Dr. Tricia Hansen-Horn

said. “The curriculum is closely aligned

with the Commission on PR Education’s recommendations and we keep up-to-

date with industry demands and trends.

Engaged students are very well prepared to enter the workforce or continue their education in graduate studies.”

The review effort took 24 months. “It

was worth the effort,” Dr. Adam Horn said. “The program has grown and developed

right along with the industry. We have great

support, great alumni and great students.” ¢

Your support helps UCM PR students We know we can’t do excellent public

relations education without you.

Educating tomorrow’s public relations professionals takes a kaleidoscopic

effort (see story on page 10); UCM’s

public relations faculty, alumni and loyal supporters are up to the task. Our vision is far-reaching and our plans are big. We thank you.

In addition, we extend thanks to the

following supporters for their 2014

UCM Public Relations Program Fund contributions:

UCM PUBLIC RELATIONS | PAGE 3

... continued

u Shawn and Shawna Arni u Paula Derks

u John and Carole Fay

u Leah (Bradshaw) Godfrey u Tom and Debby Heapes

u Tricia Hansen-Horn and Adam Horn u Cara Mahon

u Jenn and Steve Mullins

u Larry and Kali Schnieders u Hannah (Rhoad) Sartin

¢


UCM PR GRADUATE NEWS

UCM PR ALUMNI ENGAGEMENT

From the classroom to Honduras Recent graduate James Riddle never,

in his wildest dreams, imagined that he

would end up in Honduras as part of his

UCM PR journey, but that is just what he did. His Schools for the Children of the

World (SCW) public relations internship

landed him on an airplane winging his way to Central America.

“I led a team to do a couple of school

renovation projects, which involved just as much manual labor as it did photography, story writing and social media strategy,”

Riddle said. “Going to a poor country like

choose electives, consider a

UCM and applied it to your goals, perhaps graduate school, a career, a family or public service.

you are learning into practice

future students.

easier to sell yourself to

my internship allowed me to do that,” he

said. “Although it was unpaid, it provided me with a free trip to Honduras and an

opportunity for a life-changing experience. That experience may not have led straight to a job, but it did set me apart from the

rest of the candidates, showed my sense

of adventure, and helped me figure out my passions. I worked on SCW’s social media

strategy and that has followed me to where I am today.”

Riddle views social media strategy as

highly important to the long-term visibility and sustainability of non-profits like SCW

and he is glad he had some small part in it. Recently employed as the Midland Radio

Corporation Digital Media Coordinator, he

knows experience does matter; it’s expected by first employers. “As UCM PR students we get real world experience in the classroom; however, experience outside of the

classroom is still more valuable,” he said. “A

good internship can teach you so much, and the more experience you get, the more you will develop a feel for your own strengths and passions.”

Riddle provides internship advice to

current students. “Take your required

internship hours seriously, and when you

By making a gift through the UCM Foundation, the university’s official nonprofit channel,

I know the skills I worked

you can earn a charitable deduction while benefiting students. Your gift doesn’t have to be

on in college dramatically

large to be effective. Do you know most people give $100 or less, and yet their collective

helped me get where I am

impact helps more students graduate with less debt?

today, but the experience and

internship helped even more.” Putting passion to work

about my career is working in a field I’m passionate about. If you work in social

‘Oh, so you play on Facebook all day.’ This

is not true. This field requires a lot of hard work, and when you’re not working on

projects, you’re trying to keep up with the latest trends. I’m lucky to be in this field

though, because I’m on the leading edge of marketing and public relations.”

Riddle’s current position as the

Midland Radio Corporation Digital Media

Coordinator lets him stay on that edge. ¢

Larry Schneiders ‘73

Together We’re Stronger project benefiting DeLaSalle Education Center, Kansas City’s alternative high school (see story on page 5). We’ve accomplished everything we needed to, and more, so far.”

Beginning with a Kickstarter campaign

that led IPR specialists into the intricacies of social media crowd fundraising, and

ending in the spring semester with the

planning of a premier event, more than

12 UCM PR students received mentorship

from PR pro Larry Schnieders. “I may have

gained more from the experience than they did,” Schnieders said. “It was energizing

and fun to be around them. Their youthful enthusiasm was contagious and it was

great to watch their confidence soar as our project progressed. Overall, it gave

me a chance to see firsthand the quality of today’s students in the UCM PR Program.” “The value of the alumni-led experience

Larry provided our majors was

tremendous,” said IPR Faculty Advisor Dr.

Tricia Hansen-Horn. As a consummate PR professional who took the time to mentor students while expecting excellence, he

UCM PUBLIC RELATIONS | PAGE 2

It’s all about networking Networking can significantly impact

your career. We encourage all alumni

to get involved and get engaged in our digital networking opportunities:

The UCM Foundation has earned the GuideStar Silver Exchange

work examples I got from my

media you will constantly have people say,

unique experiences. “I love to travel, and

program, you will help provide that same type of excellent experience for our current and

outside the university walls.

in perspective.”

Riddle views internships as a way to gain

Central Missouri was your launching pad to achieve those goals. By making a gift to our

someone if you have put what

means a lot to Riddle. “What I enjoy most

joyful for what they have, puts your life

No one showcases our program’s success better than you. You took what you learned at

second internship. It’s much

that and helping the locals, who are so

appreciative of everything you do and so

Your support is needed

... continued

added much to the UCM PR experience.

We hope to continue this type of alumnistudent engagement.”

Recently retired from a long and

distinguished career with Southwestern Bell/AT&T, Larry was on the ground

floor of what is now referred to as AT&T Wireless. “Launching the business and

handling all our initial public relations and advertising was like building an airplane

in mid-air,” Schnieders said. “It was a crazy time, but one I’d never trade.”

Larry sees a positive future for public

Seal, the leading symbol of accountability in the nonprofit world.

Guidestar serves to legitimize nonprofits and is a valuable source

of information to potential donors and grantors. If you are thinking about donating to us – and we are incredibly grateful when you do entrusted to us.

success. You can earmark your donation to either Programming or Scholarships. By making a gift to the Foundation, you may become a member in these donor clubs: u Presidents Society – a minimum annual gift of $1,000

u Cornerstone Society – minimum cumulative giving of $25,000 u Heritage Society – requires official notification of estate gift

@ucm_pr_program

3 easy ways you can give:

1) To donate by check, complete the form below and mail it with your check payable to on the check that your gift is for the UCM Public Relations Program Fund or UCM Public Relations Scholarship.

asked for the designation for your funds, select from UCM Public Relations Program Fund or UCM Public Relations Scholarship Fund.

3) To discuss estate, charitable gift annuities and other planned giving options,

call the UCM Foundation at 660-543-8000 or 866-752-7257 or send an email to plannedgiving@ucmo.edu.

flexible,” he said. “It will be important to

Name of donor:______________________________________________________________________________________

and embrace the newest ways of reaching

Contact name (if different):________________________________________________________________________

Address______________________________________________________________________________________________

skills will be more vital than ever. The best PR professionals must dissect increasingly

complex problems and devise clear, concise strategies that help reach solutions.”

¢

http://tinyurl.com/ UCMPRLI

2) To donate by credit card, complete the form at http://ucmo.edu/giveonline. When

successful career. “Be flexible ... be very, very

shorter attention spans. Critical thinking

http://tinyurl.com/ UCMPR

the UCM Foundation, Smiser Alumni Center, Warrensburg, MO 64093. Designate

Donation form

publics who have more distractions and

publicrelationsprogram @ucmo.edu

u Old Elm Society – minimum 10 years of continuous giving

advises that flexibility and critical thinking

keep ahead of ever-advancing technologies

www.ucmprprogram. com

Your direct support makes it possible for our public relations program to provide strong

academic programs and a quality learning experience that positions our students for career

relations and its students, though he

are keys to launching and maintaining a

www.ucmo.edu/pr

– rest assured that we value responsibility, transparency and accountability with the funds

www.ucminnovativepr.com

City/State/Zip_______________________________________________________________________________________ Phone___________________________________Email_______________________________________________________

Amount: $_______________________________Designation: o Program Fund o Scholarship Fund My company matches gifts and I will arrange to have my gift matched:

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UCM PUBLIC RELATIONS | PAGE 11

@ucminnovativepr

¢


UNIVERSITY OF CENTRAL MISSOURI

Dept of Communication Martin 132 Warrensburg MO 64093

J O U R N E Y RETURN SERVICE REQUESTED

A Semi-Annual Newsletter

Issue No. 6 | Spring 2015

Certification

DC Impact

Business Ready You can help

UCM PR one of 38

Team’s magazine reaches

“Industry Practices”

Your support can make

certified by PRSA

Capitol Hill

concentration

a real difference

Page 3

Page 6

Page 10

Page 11

News and alumni updates from the University of Central Missouri Public Relations Program

University of Central Missouri

In this issue

Public Relations Program

Alumnus comes full circle, giving back as student mentor ................................ page 1

Dept of Communication Martin 132 Warrensburg MO 64093 We welcome your feedback and submissions! Contact: Dr. Tricia Hansen-Horn

From the classroom to Honduras ....................................................................... page 2 From here to there: UCM undergrad to Mizzou Ph.D........................................ page 3 UCM PR one of 38 certified by PRSA................................................................. page 3 Senior Andrew Wortmann traverses multi-internship road.............................. page 4

660.543.8635

Innovative PR follows an alumnus to Together We’re Stronger....................... page 5

hansen-horn@ucmo.edu

#PRSSAKC Summit – UCM PR leads attendance.............................................. page 5 Student team’s work journeys to Capitol Hill..................................................... page 6 UCM PR awarded Gold PRISM........................................................................... page 6 Swenson’s UCM commitment takes an additional path..................................... page 7

UPDATE YOUR CONTACT INFO Go to www.ucmo.edu/alumni and select ADDRESS UPDATE under the [STAY CONNECTED] heading.

More than forty years after graduating

from UCM, Larry Schnieders found his way back, this time as a PR mentor instead of a

Your support helps UCM PR students reach new heights ................................ page 1

Lutz fuels desire for PR career in auto racing.................................................... page 4

www.ucmprprogram.com

Alumnus comes full circle, giving back as student mentor

Alumna’s journey to giving through passion....................................................... page 1

Program Coordinator

www.ucmo.edu/pr

UCM PR ALUMNI NEWS

UCM PR on the move........................................................................................... page 7 New industry practices concentration available to PR students .....................page 10 Keeping up requires a little help from our friends............................................page 10 Your support is needed......................................................................................page 11 It’s all about networking....................................................................................page 11

Your support helps UCM PR students reach new heights Great supporters are behind great

programs. We surveyed alumni

for advice; 35 percent responded

quickly. We asked our professional advisory board for insight; we

received it fast. Our newsletter

process needed streamlined; an

PR student. Understanding the value that practical professional experience holds for students, along with the richness in

making a tangible difference, Larry set out to engage with the UCM PR Program in a big way.

“In exploring possibilities last summer

with Dr. Hansen-Horn, we [Larry’s spouse,

If someone

had asked Kali

We’re Stronger. We needed a well-

planned to be

with alumni help through Together

qualified adjunct; an alumna served. Our foundation fund needed help,

and you answered. The program’s

2014 foundation fund was up from 2013 to nearly $4500.

- continued on page 3

program alum) realized that Innovative

PR might be

a perfect fit,”

Schnieders said.

“And, it has been a wonderful

experience working with IPR specialists and Manager Jonathan Haile on the

- continued on page 2

Alumna’s journey to giving through passion

alumnus helped. Innovative PR

wanted to attain new heights; it did

Kali is also a

Schnieders forty years ago if she a professional speaker

and multi-

book author,

her answer would have been no. “Not

in a million years—I didn’t even know

professional speaking was a ‘thing,’”

Schnieders said. “But it’s funny how things work together in our lives—even though

most of us only see it looking backwards.”

Author of the books Truffles from Heaven

and You’re NOT My Mom, Kali also takes

the passion in her books to audiences on

the road. As a professional speaker known for her compassion and gentle humor, she

speaks from her personal and professional

- continued on page 3

UCM PUBLIC RELATIONS | “Developing PR professionals who take a public-focused approach to results-driven strategic communication.”

Profile for Tricia Hansen-Horn

UCM PR Program Spring 2015 Newsletter Issue 6  

UCM PR Program Spring 2015 Newsletter Issue 6  

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