By Amy Ludwig
On March 31, public relations professionals and communication students from North Carolina State University and East Carolina University gathered in Talley Student Union for PR Day. Hosted annually by NC State’s PRSSA chapter, PR Day is a professional and student informational and networking event.
Allie Johnson, PR Day organizer, left, keynote speaker Leanne High, and PRSSA President Leighann Robinson
The much-anticipated PR Day gives students the opportunity to hear first-hand from public relations professionals about a career in the field. As always, PR Day was a huge hit, with presentations on the creative process, media relations, agency versus in-house culture and an alumni panel. PR Day speakers represented a diverse set of organizations, giving students the opportunity to learn about many different aspects of public relations.
The first speaker of the day was Harris Vaughan, partner and co-founder of strategic communications agency, Eckel & Vaughan. He taught attendees what is necessary to know in order to make a really great advertisement. He said, “There is a science and art form to making great ads.” He stressed the importance of a creative brief, which is a 10-question constitution-like document that both the client and agency must answer before agreeing to move forward together with an ad.
Pat Morrow from BASF
Vaughan gave attendees advice on skills necessary to be in public relations. He said to be “smart, helpful and honest,” and to have strong writing, presenting and interpersonal relationship skills. Vaughan said, “You are an agency. The skills you are getting from this university are giving you something you can go and use today.”
Attendees were then joined by alumni of NC State’s Department of Communication for the Alumni Panel, a favorite among many students. Caroline Perry, a junior studying communication, said, “The panel speakers were intelligent and diverse. They spoke on topics and concerns that were relevant to us as students entering the workforce.”
Four alumni, representing SAS, IBM, Duke University, and G&S Business Communications, answered many questions from students about what it is like to get a job in public relations after graduation. Panelists offered advice on mastering interviews, finding the right job, and the experience and skills necessary for a career in public relations.
Panel participants
Some key takeaways from the panel were to understand company culture, ask for what you want, and to be a great team player. Alumna Chelsea Richardson, account executive for G&S Business Communications, said, “Turn all that you’ve learned here in school into measurable results in your job.” Alumnus Joseph Hines, digital marketing strategist for IBM, said, “Most importantly, move out of your comfort zone, don’t give up hope and stick to your guns.”
The next presentation of the day was from Pat Morrow, manager of media strategy for BASF Corporation. Morrow spoke about the importance of story telling in developing a great message for the media. She said, “As a PR person, you are a storyteller. Make your story fascinating.” She talked about the benefits of messaging in media and public relations, and taught attendees keys to success in developing a great message and retaining control of that message to bring stories to the media.
Keynote Speaker Leanne High
After a catered lunch, keynote speaker Leanne High, associate director at APCO Worldwide, spoke about the differences between a public relations agency and in-house communications. With much experience in both agency and in-house communications, High was able to give attendees great advice on choosing their best fit.
She said, “You should try to have experience in both, as it is the best way to get the broadest set of experience and skills.”
Some advice that she had for attendees was to think about the kind of work environment they want to be in, their own personality, and career goals and aspirations when deciding which route to pursue.
High said, “Ultimately, what is right for one person isn’t necessarily right for the next.” She said, “Don’t discount, be open to new adventures, work your networks, know industry trends, and do your homework when looking for a job.”
PR Day was an opportunity for aspiring public relations professionals to learn from and connect with the area’s professional community. Communication major Ambra Jeanson said, “I found PR day to be extremely beneficial. We were able to network with professionals and alumni, which was an amazing opportunity to receive insight on topics relevant to me, as I am a junior currently searching for internships. I am so grateful that I was able to attend this event.”