Fall 2009 Pr Success

PR Success

Chapter Newsletter

Hugh M. Culbertson Chapter

Ohio University PRSSA

Fall 2009 Edition

Where are they now? Alums talk life post-grad

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Samantha Bartlett

and not just take the easy road with them. I think students really need to consider their interests, even if it’s not related to PR or business and figure out a way, with their advisor, to make those courses work for specializations,” Prior advised. Steiner expressed something many have heard before when she said, “The experience that you gain in internships, at OU and through PRSSA is something that isn’t seen at other colleges. Ohio University is one of the best places that you could have chosen to go to school, and it’s obvious when you apply for internships that people know and respect you because you’re a Bobcat.” Looking back on her time at Ohio University, Pronin said she would have taken additional business and finance courses beyond the scope of the business minor offered at OU. “I would have possibly double-majored in journalism/finance,” Pronin said. Many colleges across the nation offer public relations in Inside this edition their business colleges rather than PR Industry: profiting in recession?___ 2 journalism schools. Therefore, it True Life: “I’m a JSchool kid!”________ 3 is always debatable as to what students should be studying. Past All about the PACE program_________3 professionals who have come to Internship spotlight________________ 4 speak at PRSSA, as well as past “What I wish I’d known...”___________ 5 graduates and professors, have all J370: What’s the point?_____________6 told students that they think it would ImPRessions spotlight______________7 be beneficial to take more business

s creatures of wonder, imagination and passion, humans often speculate about the future and question themselves. One way in which a person can find assurance is to ask for advice from peers, professors, parents and others who have been in the same position in the past. For students with the hope of one day pursuing an occupation in public relations, it is most beneficial to talk to alumni who were recently in the same place to see how their lives have changed as well as to receive words of wisdom. Four 2009 graduates of the E.W. Scripps School of Journalism, April Prior, Anatasia Pronin, Cari Steiner and Paul Matson have graciously bestowed their knowledge to current Public Relations Student Society of America members. All four alumni majored in public relations and were involved in PRSSA. Prior had specializations in business and political science, Pronin had specializations in business and English, Steiner had specializations in French and marketing, and Matson had specializations in marketing and sociology. Prior had specific advice regarding specializations: “I think it’s important to really think about your specialization

Meet the ‘09-’10 execs_____________ 8

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classes because public relations corresponds so closely with business ideas and tasks. “Take accounting, even if people tell you it’s hard and you will hate it. No matter what you intend to do with your journalism degree, business and finance knowledge is critical. If you are a typical Jschool student, it will not come easy. After all, rising to the occasion is what we do best,” Matson said. Prior is currently living in Cleveland, is recently engaged, and is working as a marketing assistant for Positively Cleveland. She did not see herself working or living in Cleveland, but she enjoys her job and Cleveland. “I also think the attitude and atmosphere of an organization is extremely important rather than just the job title,” Prior said. Pronin currently lives in Manhattan and works at Financial Dynamics, a financial communications/investor relations firm near Wall Street; Pronin interned at this company the summer before her senior year. Steiner works at Fleishman-Hillard in Cleveland as an assistant account executive. Matson is currently working at Weber Shandwick in Chicago, but after graduation worked at a public relations firm in Columbus, Northlich. All four recent Bobcat graduates are learning new things everyday and are enjoying their time with their new lives, but miss Athens greatly. Although none of them would change their experiences at Ohio University, they do Continued on page 4

...it’s obvious when you apply for internships that people know and respect you because you’re a bobcat. -Cari Steiner, 2009 graduate

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PRSuccess

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ImPRessions works towards National Affiliation Anne Cummings

Making an impression Senior Janelle Huelsman, CEO of ImPRessions, has been the main advocate for the importance of national affliliation. Above, Huelsman informs PRSSA members about upcoming ImPRessions events (Photo by Anna Luczkow).

ImPRessions, the student-run public relations firm on campus, plans to obtain Public Relations Student Society of America national affiliation by the end of this quarter. PRSSA recognizes top student-run firms around the country through the affiliation and membership is prestigious and difficult to achieve. All firms must undergo an application process and work to maintain a relationship between PRSSA and the PR firms on college campuses. ImPRessions at Ohio University has 110 members serving nine clients, including national client Bob Evans. Other clients include the College Book Store, Backdrop Magazine and non-profit organizations such as The Athens Humane Society and Empower. ImPRessions Chief Executive Officer, senior Janelle Huelsman, hopes ImPRessions will be eligible for the Teahan award given to the best student-run firm after becoming nationally affiliated. “Not only will we be recognized as one of the nation’s best and most dedicated studentrun firms, but opportunities for student-run firms that come from PRSSA’s national headquarters are typically only offered to firms that have National Affiliation. This includes opportunities

to add more national clients to our roster, too,” Huelsman said. According to junior Grace Naugle, one of the two Account Executives for the Up Til’ Dawn account, ImPRessions has been taking steps in order to gain national affiliation, such as adding new contracts that the client, account supervisor, account executive(s) and account associates, or members, have to sign to be part of the account. “I think that this is a really positive thing for ImPRessions. We had to sign contracts this year and I feel like it is more organized because we know what steps we have to take and when we have to take them. I feel like it is bringing PRSSA and ImPRessions together in a beneficial way,” Naugle said. Huelsman sees positive things in ImPRessions’ future and hopes recognition will be earned through National Affiliation. “I hope in addition to obtaining PRSSA national affiliation, ImPRessions continues to focus on the benefits of working with local businesses and student organizations, too,” Huelsman said, “ImPRessions is a service organization and I hope our students are recognized for all the time and effort they put into such great public relations campaigns.”

Economy affects all aspects of PR industry Alyssa Albertone

As the economy begins its climb back upward, consumers continue to feel the effects of the recession. In the past year, consumers’ entire spending habits have drastically changed. In a story published in a January issue of Adweek, Noreen O’Leary addressed consumer spending habits. According to her research, “Americans – who in recent years have had negative savings rates – are expected to flip those patterns with Goldman Sachs now saying the US savings rate could be as high as 6% to 10% this year.” Since public relations relies heavily on the consumer, agencies are being forced to innovate and to get creative about promoting products and forging customer relationships. The economy has affected both what consumers decide to buy and how they actually purchase those items. A steady

increase in online consumerism has made social media increasingly important. One of the first steps in reaching targets is to optimize social media content and outlets. With userfriendly content, the consumer is able to find a company’s product more easily, which then allows consumers to effectively do the research necessary to assist in finalizing their spending decisions. Improved social media also aids journalists when they are conducting their own research on products to write about and promote. Social media is not the only important factor in the business. Giving customers an incentive is also a key to success. The recession gives public relations a reason to get creative about catching the interest of customers. For example, some restaurants have started adopting the idea of a bailout. In the evenings, the restaurant will choose a table at random to “bailout.” The customers at the chosen table then receive their

meal for free, with the exception of alcoholic beverages. This idea can also be applied to industries other than the food industry. Some companies give away free merchandise, extend payment plans, or even forgive the interest a customer owes. In a time of economic recession, many people are struggling to find happiness. To give customers a little push in the right direction, Morgans Hotel Group throws various themed, anti-recession parties. They create something fun that allows people to get together and escape reality for a little while, in order to lift their spirits. In addition to lifting spirits, some companies take stress off the customer. By evaluating and adjusting return policies and payment plans, the stress a customer feels when deciding to purchase a product can be significantly reduced. Continued on page 6

PRSuccess

C ol u m n True Life: “I’m a JSchool Kid”

by Maddie Stevens

Let’s face it: if you’re reading this, you’ve probably had a spaz-out session at least once over the beginning of the quarter. As journalism majors, we are all prone to at least one of these, whether it is because of the enormous amount of work you’ve been handed or your insanely busy schedule. This is because we are all cut from the same overachieving, dedicated, hardworking and sometimes neurotic cloth. As a junior PR major in the E.W. Scripps School of Journalism, I can attest to this. Over my three years here I’ve been lucky enough to befriend many others in PRSSA and the Scripps school, and we all have one thing in common: we’re nuts. Now, don’t get me wrong, the level of craziness definitely varies, but through my experience thus far I have come to the conclusion that while we are all awesome students and are already well on our way to successful careers in communications, we all have a tendency to freak out. These freak-outs are what spurred me to write this column, because I know how it feels to be a freshman in Scripps and be overwhelmed with all we are thrown. Juggling classes, meetings, work, friends and, if you’re lucky, time to breathe becomes a stunt that is enough to leave you reeling. Jeez, I’m in my third year of college, and I still feel this way! Finding an internship is just another scribble to add into our already overflowing planners, and don’t even mention keeping up a blog or my Twitter account: it’s hard enough to keep up with my Facebook comments! We’re all encouraged to get involved, get good grades and get moving on building our resumes, but where does that leave time for getting sleep?! Because of a JKid’s tendency to take on more than he or she can handle and strive to be the best at each of those responsibilities, it is easy to get wrapped up in our schedules, paving the way for all of our frustrations to come rumbling out in an anxiety attack that causes our roommates or parents to think Continued on page 6

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PACE offers students experience and paycheck Rachel Csaszar

Public relations jobs like Scott’s are The E.W Scripps School of Journalism common PACE positions around campus, and gives students information about the latest many public relations majors are employed internships and jobs outside of Athens through through the program. The application process emails and Scripps Notes. Yet, for many begins by logging on to the Financial Aid website students, it is difficult to commit time over the and selecting the Employment tab which leads summer to an unpaid internship or to a full-time to the PACE page. Important dates are included paid position at a job that does not include one’s on the website, such as application deadlines chosen major. Luckily, there is another option, and interview times. The program gives students and it is all thanks to the PACE program. the ability to squeeze in professional experience The Program to Aid Career Experience, while also working toward a degree. As all or PACE, is a program that was started in the journalism majors know, experience is one of the mid-1980’s. According to Melissa Van Meter, most important parts of a thorough education. the current PACE director, the program was For many students, the Program to Aid started in an effort to create jobs on campus Career Experience is an excellent choice. Devin for students that would incorporate any chosen Hughes, a junior PR major who works for the profession, thanks to a private donation to the Ohio University College of Education, said, “My university. Employers on campus can apply PACE experience has been amazing. I get to to be funded by the program. The employers’ write press releases, operate our Twitter and applications are reviewed by a committee and Facebook, cover events, update our Web site... the positions are opened up to students. From all things I love doing anyway, and somehow, there, students can apply online for the position thanks to PACE, I get paid to do it.” that interests them most. Currently, around 300 students are employed by the PACE program, and in the past the number has been as high as five-hundred. There are PACE positions in nearly every college and department of the University, which makes for a substantial internship-like experience. Van Meter believes the program is a success because of the employers, “Specifically because first they create a position, and they keep in mind what will benefit the student. Then they really act as mentors and help the students go on to work in the field they are providing for them.” Bethany Scott, a sophomore public relations major, is a student writer for the University Communications and Marketing department. “It’s great because I get Setting the pace Many journalism students intern experience in a somewhat apply for PACE positions to gain internship-like informal setting. I have flexible hours experience during the school year. Above, PACE and work around my busy class students Trevor Sherman and Nicole Bersani work schedule. In addition, I get paid to on a project at their job in the Multicultural Center gain learning experience in PR,” (Photo by Samantha Bartlett). said Scott.

PRSuccess Continued from page have advice for students still in school. Steiner stresses the importance of networking and getting involved in anything that will get you more experience. Pronin suggests breaking out of one’s comfort zone, studying abroad and interning. Prior advocates to let go of being a perfectionist because “I don’t really remember all the group projects or have the documents that I completed in my four years at OU but I do remember the particular group members or situations that I learned from.

Fall 2009

1 Being able to understand group dynamics and how to accomplish difficult tasks, meet deadlines and work with people who don’t work like you do are experiences that I think will get you farther than your GPA or an “A” on the project. Not to mention, most employers I’ve talked with would rather hear about a situation and the lessons learned from it than my GPA.” Past PRSSA President Matson has similar advice as Prior and says that students need to take the initiative to learn things outside of the classroom because students have the time to

explore what interests them and will help enhance their future careers. “The rules change once you’re a big kid,” Matson said, “Living independently is a big step…choosing insurance plans, managing taxes, lease agreements, transportation costs and etcetera.” Pronin also made a good point when she declared that a college education teaches a person how to learn, but a lot of learning is done in the first months of a new job. These four alumni are headed toward a bright future. They all see themselves traveling

Page 4 around the United States and abroad while they are climbing the corporate ladder. Matson hopes to move to New York to work independently as a digital communications consultant, speak at conferences and write a few books. Pronin would also like to get involved in a service organization or related effort. Most importantly they all hope to continue enjoying their jobs and to be genuinely happy with their lives; they will also never forget PRSSA.

Showen gains internship experience in Charleston, WV Lexi Sweet

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shley Showen, a fellow PRSSA member, had an internship this summer with the Charleston Area Medical Center (CAMC) in Charleston, WV. Ashley worked in the marketing and public affairs office. “It was an awesome experience that I will never forget, and I still keep in touch with many of my bosses and coworkers,” said Showen. “The best thing about my internship was all the amazing people that I met,” Showen said, “I consider everyone I worked with in the marketing office a mentor, colleague and friend. I talk to them frequently and I have a great deal of respect for them.” It is important to remember that an internship can teach one things that cannot be taught in the classroom. For Ashley, this was crisis communication. “During my first week as an intern, CAMC experienced a major incident in one of its hospitals,” said Showen, “I got to see firsthand all the do’s and don’ts of dealing with a crisis, and that is invaluable to me.”

She also learned the impact of the budget on the marketing team. “Something that surprised me while working at CAMC was how large a role a budget plays in campaigns,” said Showen, “Depending on each year’s budget, the marketing team must decide at what level they can publicize each area of the company. It was very insightful to see that process in action and learn how they make those difficult decisions.” One might think that interns only make coffee and never get to see anything interesting, but Ashley got to do many exciting things. These tasks included writing articles for various internal and external publications, conducting interviews, writing press releases, and attending and participating in brainstorming meetings for new advertising creative and marketing campaigns. She also edited material for the center’s publications and wrote talking points for different events, awards, and rankings the company received. In addition, she conducted research to support the center’s flu campaign and assisted in the beginnings of social media monitoring and research, wrote and

updated radio spots and assisted in the planning of the OB/Pediatrics TV commercials and print ads. Although her internship was unpaid, Ashley says she did not mind working Monday through Thursday 9-4 in addition to evenings and weekends at a restaurant. “I have never worked so hard in my entire life,” she admitted, “but it was easy for me to get up at 7 a.m. every morning because I loved what I was doing. I was able to get through my shifts at the restaurant because I knew the next morning I would get to sit in on a meeting about the launch of a new campaign.” Additional advice offered by Showen is to start looking for internships before spring because that is when most application deadlines and interviews are. Also, she said not to feel pressured to start looking for internships freshman year; there is time to breathe and the summer after freshman year should be enjoyed. She also says that before one starts looking, he or she should decide what is important in terms of the internship, whether it be location or type of internship, to help narrow it down. Then make use of any available contacts,

Ashley Showen whether developed through PRSSA, the binder for dues paying members, or the Bobcat network; these are all especially helpful resources. Remember, although an internship is necessary to graduate, it also offers exposure to the ins and outs of life working in PR, and helps young professionals decide if PR is the right career path. “Find something you will love doing as much as I did,” Showen advised, “I promise you can survive a summer of working two jobs and not getting paid for one. It is worth it in the end!”

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Alums share: “What I wish I’d known as a Jschool freshman”

Nicole Bersani

Anastasia Pronin



Junior Associate at Financial Dynamics, NY

Remember that first PRSSA meeting this year? Many students were frantically writing down the PRSSA information, upcoming events and Aaron Brown’s speech, but do they remember professor Michelle Honald’s twominute talk? She said with emphasis, “Do not panic!” Panicking seems to be the theme for Scripps students, because even though JSchool students are attached to pen and paper while scribbling down professor and alumni advice, sometimes it is only the paper that absorbs the ink. Sometimes that advice does not mentally sink in until after the lesson is learned and the thought process of “I wish I’d known that earlier” comes to mind. Alumni of E.W. Scripps have shared their experiences in and out of classes, those “aha” moments and even regrets. Take notes if you wish, but this time, remember they were in your shoes and they are now pros. Aaron Brown Associate Vice President for Fahlgren Mortine Scripps PRSSA President 20002001 Getting a strong network is key because you are meeting people that know other people. Without the network that I built through Scripps, I would not be at Fahlgren. Keep in mind that the best opportunities are the ones that are not posted, and by knowing people and researching, you will find that internship or job. Good news for freshmen: you have four years. If you stay involved, the more competitive advantages you will receive. It does not matter what others are doing, only you. Every person’s path will be unique, and you need to know how to differentiate yourself. They might have similar stops, but it does not matter if one person has six internships when someone else has two. Numerous opportunities are given after graduation, but you need to trust and believe that it will. Contact the pros: [email protected]

Outstanding Overall Graduate of Scripps in 2009 The connections I made with faculty and students were the most beneficial opportunity at Scripps. I could have just kept to myself and done my homework, but it boils down to those relationships. One relationship should be made with a mentor, because I had good mentors that helped me a lot. Even though I do wish that I relaxed more my freshman year, I cannot regret anything because I learned from my mistakes. You need a balance—make the most of your college experience with friends but also with school. Take chances and risks because you need to realize things that make you happy outside of PR and Scripps. Chelsea Hamilton Field Marketing Communications/ PR Manager at Bob Evans Scripps PRSSA President 20042005 Getting involved in professional and extracurricular activities will help you not only learn PR outside of class but also help you develop your networks, friendships, and real-life experiences beyond college. Looking back, I wish I took more design, online, business and finance courses. Besides PR-related courses, take those fun courses, because I thought I wanted to do entertainment PR and realized I need to keep an open mind. This goes with the advice of not taking life too seriously because preparation for the “realworld” is hard. College cannot fully prepare you mentally, and I wish I would have known that. You are only in college once, and it truly is the best four years of your life. Work hard. Play hard. [email protected] [email protected]

Paul Matson

Post-graduate Intern at Weber Shandwick Scripps PRSSA President 20082009 I got nervous when I first came to OU and met the upperclassman; they had all these internships, and I am thinking, “How do you get one!?” Never be afraid to apply for internships after your first year because it is not always about your experience—it is about your willingness to learn. On that note, make connections outside of Scripps and take courses outside of the requirements. Be the first and the last you. Don’t follow in anyone’s footsteps. Since the Scripps name is held to a higher reputation than others, take control of that and be proactive in your image. Enjoy college instead of thinking of it as just one step before a job. Instead, do what you love and make friends along the way. Courtney Cooper PR Star for Webbed Marketing ImPRessions CEO 2007-2008 Advancing your professional career and having a strong professional reputation is essential, but enjoying yourself along the way is just as significant. In the JSchool, every one of your peers around you is competitive, which causes pressure and can ultimately consume you. Find your path. After being in the professional environment, I found that online PR, marketing and social media are huge. In today’s competitive industry, skills in these areas are essential for being a strong PR intern or new-hire. Know the latest tools, use them personally and understand how to measure the success. It means nothing if you cannot show the actual value of those efforts. [email protected] [email protected]

PRSuccess Continued from page 3 we’re psychotic. I’ve been there – I think my mom ignores my calls sometimes because she never knows if it’s normal Maddie or frenzied Maddie calling. What we fail to remember is that we are absolutely not alone. Next time you’re in a journalism class or PRSSA meeting, and you feel that familiar feeling of a spaz-session welling in the back of your mind, take a look at the person next to you. Odds are that he or she has felt the same way in the not-so-distant past. And if I happen to be the one sitting next to you, it was probably earlier that day. When this happens it is necessary to force yourself to begin breathing again and to realize that we’re all going through the same emotions. One thought that has kept me out of the insane asylum is the fact that hundreds of students have gone through the same cycle we are and have survived. They have gotten involved in a million organizations, studied all night for tests, done poorly on exams, had second thoughts about their career choice and had personal issues to deal with on top of it all. I know it’s hard to believe, but the world didn’t end for these people, just like it won’t for you! From one JKid to another and an upperclassman who feels your pain, the best medicine for getting through your four years in Scripps is to simply take a step back. Look at how much you’ve accomplished just by being enrolled in this school and by having enough sense to come to PRSSA meetings and care about your future. The little mishaps and stressors are not going to matter in the long run – everything happens for a reason and the work always gets done. Our professors have faith in us, and I do too. Stay confident, and keep smiling! Continued from page 2 Making adjustments within the company is also vital. Partnering with a non-profit will create increased consumer loyalty, which can also translate into higher productivity in the company. One should continue to build cross-marketing relationships, increase social networking, and behave according to highly ethical and green principles company-wide. An economic recession does not mean that everybody needs to suffer. Use the tough times to innovate and get ahead. It is amazing how far a little creativity can get you.

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J370 aims to produce professional results Sara Rice

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ojinka Bishop, associate professor who currently teaches Journalism 370, strives to emphasize “concise, clear, and relevant writing.” She holds her students to high standards because the public relations industry sets the bar very high. In the class, the students focus on “developing professionalism in the practice of media relations.” Professor Bishop combines journalistic writing with public relations and finds it important Tough love Professor Bishop sets standards in her class that her students not only are high to mirror the high standards set in the public relations comfortable with writing, but also field. Above, Bishop explains a concept to students Kait that it becomes second nature to Bee and Maddie Stevens (Photo by Allison Hartman). them. Bishop chose two different the third of five required PR classes. Bishop has clients to be represented by her classes. One client, Ohio’s Hill Country a lot more time to devote to each student due to Heritage Area, is a non-profit organization the small class size. She can meet individually that the morning class is working for. She with them and give personal feedback that goes chose this organization because it is a large a lot further than notes on a graded paper. J370 group and it encourages her students to covers a lot of topics and has a hefty workload, “think beyond Athens.” The second client, Bishop emphasizes that the profession will Beads and Things, is a small local business require research and practice. Bishop believes that the afternoon class is working for. This that “learning how to do it, and doing it, are two allows the students to be exposed to the inter- different things.” Another workings goal that of business Bishop has for p u b l i c the students in relations. her class is to be In able to take the t h e class, each student chooses an aspect of information they are given and process it on the company and does the assignments for their own. In her opinion, public relations is that particular aspect. For example, for the an industry that requires initiative. In order to company Beads and Things, the students be successful, Bishop wants her students to are focusing on topics such as rosaries, produce work that is worthy at the professional feathers and candles. This method benefits level. Most assignments in the class require the client and the class. For the client, it allows more publicity and does so from rewrites. In Bishop’s opinion, it is rare that a interesting angles. For the class, it allows student submits an assignment that does not the students to divide and conquer; not only need to be altered or tweaked. At this point do the students learn from their own work, in a student’s college career, he or she is they learn from the work of their classmates. preparing to make the transition from college to The classes are very small. The the “real world.” This class gives opportunities morning class consists of 14 students and to understand what media public relations will the afternoon class has eight. This class is require once the transition is made.

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...learning how to do it and doing it are two different things -Professor Bojinka Bishop

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ImPRessions Account Spotlight: College Book Store kayla carpenter

College Book Store comes to the minds of most Ohio University students when thinking of picking up their newest university apparel or school supplies. But for sophomores Samantha Bartlett and Nicole Bersani, College Book Store is their ImPRessions client. For the third straight year, College Book Store is working with ImPRessions, the student-run public relations firm and specifically this year with account executives Bartlett and Bersani. The account’s fall quarter project involved Ohio University’s Homecoming weekend and a project, “Homecoming for the Homeless,” which gives back to Good Works, Inc., a local charity in Athens. “This is the first major project of the school year, and ImPRessions is an integral part of our publicity effort for it,” said Andrew Stout, Assistant General Manager of College Book Store. For the event, members of the account have distributed flyers, created a Facebook event and visited local hotels, bars and restaurants to promote “Homecoming for the Homeless.” These establishments displayed posters and table tents that showed the shirts that were for sale and other information about Good Works Inc. Local businesses that participated in the project received a “thank you” on College Book Store’s website. “It’s local organizations helping each other,” Bersani said. This project is part of an ongoing campaign to portray to Athens and Ohio University students that College Book Store is “the local company.” “We are an Athens-based company, run from the ground up right here on Court Street,” Stout said. “Our two major bookstore competitors are huge national corporations, so

being a small local business is what makes us unique, special and, we like to think, better.” With the help of ImPRessions, College Book Store plans to have a similar project during Ohio University’s Mom’s Weekend that will benefit My Sister’s Place, an organization dedicated to empowering survivors of domestic violence. “We also hope to add a third event in the winter around Sib’s Weekend, but plans are not developed yet,” Stout said. Bartlett and Bersani said that so far this year their team has been enthusiastic and they hope to see that continue throughout the rest of the Heartfelt homecoming The College Bookstore projects. ImPressions account’s fall quarter project was “Our team’s really good, “Homecoming for the Homeless”, which benefited everyone has been volunteering Good Works, Inc. (Left to right) Jake Roberts, Katie to go to events and everyone Lang and Annie White help pass out flyers for the wants to get involved and do philanthropy event (photo by Samantha Bartlett). something,” Bersani said. Bartlett agrees and sees an eagerness in them that has helped their campaign for “Homecoming for the doing a “fine job.” Homeless.” “They do a good job on keeping me up “They go out and do the work themselves to date on their progress and have put forth a no matter what, even if [Bersani or I] can’t go,” great deal of effort towards our campaign,” he Bartlett said. said. Working with Stout, Bartlett and Bersani The executives have valued their have had the freedom to gain different skills in experiences with the account so far. the various areas of public relations through the “I view it as an internship,” Bartlett said. College Book Store account. Bersani said that working on this account “He’s here for us to help us gain has provided her with “real life experience”. experience rather than just telling us what he “Classes are great, but with ImPRessions, wants us to do,” Bartlett said. you can actually do something instead of just Stout said that the two executives are reading about it,” Bersani said.

PRSuccess

Editor-in-chief: Heather Farr

Hugh M. Culbertson Chapter Ohio University PRSSA Fall 2009 Edition

Photographers: Samantha Bartlett, Allison Hartman, Anna Luczkow, Tony Sylvester

Advisor: Michelle Honald

Editors: Brittany Bains, Sam Bartlett, Jackie Bavaro, Nicole Bersani, Nina Bressau, Rachel Csaszar, Morgan Feindt, Devin Hughes, Anna Luczkow, Ashley Mueller, Kellie Snyder, Colleen Veeley

PRSuccess

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10 PR Terms

Students want to be familiar with Ashleeann Washington (With the help of Michelle Honald, Assistant Professor E.W Scripps School of Journalism, and PR student Janelle Huelsman) Astroturfing: An English-language euphemism referring to political, advertising, or public relations campaigns that are formally planned by an organization, but designed to mask its origins to create the impression of being spontaneous; popular “grassroots” behavior.” Greenwashing: A term used to describe the practice of companies disingenuously spinning their products and policies as environmentally friendly, such as by presenting cost cuts as reductions in use of resources. Corporate social responsibility (CSR): A form of corporate self-regulation integrated into a business model. Ideally, CSR policy would function as a built-in, selfregulating mechanism whereby business would monitor and ensure its adherence to law, ethical standards and international norms. Collateral PR: Materials that support media or packs and obtain links with the primary source. These materials can include brochures or printed information about the company. Authenticity: Acting in accordence with your stated values at any given time. On the McDonald’s CSR blog, the company’s VP of corporate social responsibility writes, “Credibility is only achieved if you get things done, demonstrate transparency, highlight challenges and opportunities...” Transparency: When an organization is honest about its plans, operations, etc. PR 2.0/3.0: A system that uses social media elements such as blogging, viral marketing, social networking and search engine optimization to get your word out in meaningful ways. It blends traditional and new media relations to reach journalists as well as consumers. Impressions: This is a term used to measure a client’s media mentions. Investor Relations: This is usually a financial sector of PR that communicates with a client, organization, or company’s various investors. Crisis Communication: Designed to protect and defend an individual, company, or organization facing a public challenge to its reputation. These challenges may come in the form of an investigation from a government agency, a criminal allegation, a media inquiry, a shareholders lawsuit, a violation of environmental regulations or any of a number of other scenarios involving the legal, ethical, or financial standing of the entity.

Executive Style This year’s executive board is reletively young but full of ideas. Above (From left to right) Ali Myers, Kelsey Spellman, Adria Courtot, Heather Farr, Janelle Huelsman, Maranda Saling, Bethany Scott, Mary Quinn and Devin Hughes pose before a meeting.

‘09-’10 exec board settles in Jena green PRSSA would not be possible without the executive committee. “We all get along and we are a really close group that is very hard working,” President Ali Myers said. Myers is one of the ten 2009-2010 executive members. This year’s board is considered to be a very young group with two sophomores, five juniors and three seniors. All of the members have specific tasks that they are in charge of throughout the year. Myers is a junior this year and runs PRSSA meetings, as well as the executive meetings on Wednesdays. Senior Mary Quinn plans all activities and socials for PRSSA and also organizes community service for her job as VP of Social Affairs. Executive VP Maranda Saling is a junior this year and is in charge of programming; she organizes the speakers and materials for each meeting. Senior Janelle Huelsman is the CEO of ImPRessions, and is the overseer of all accounts and clients. Director of ImPRessions Devin Hughes has been on

PRSSA for three years and is a senior this year. Devin’s main job is to oversee the nine ImPRessions accounts. Alyssa Mehling is the VP of Finance; she keeps track of all PRSSA’s transactions and is the leader of the fundraiser committee. Heather Farr is the VP of Public Relations and she manages the chapter’s Twitter, the blog and is the editor for PR Success. VP of External Relations Kelsey Spellman is a junior and is the liaison for all the PRSSA meetings and other PRSSA groups not associated with Ohio University. Senior Adria Courtot is the VP of internal relations, and sends emails, takes attendance, and is historian for PRSSA. Bethany Scott is the VP of member relations and is in charge of the mentor/mentee program, plans their socials and conducts member spotlight and participation points. Overall, this year’s executive board is very talented and dedicated to PRSSA and the are hoping to make the meetings more interactive this year “Look forward for new things to come because this executive board is focusing on making PRSSA better,” Myers said.