Annenberg freshmen lined up five deep after the Public Relations panel in Dean Wilson and former Dean Geoff Cowan’s landmark ASCJ 100 class on Tuesday, September 17 to get a few moments with working professionals. Public Relations Studies alums returned to campus to help guide and inform the new students, who are Communications, Journalism and Public Relations majors.
Leading off the program was veteran PR practitioner and long-time faculty member Jennifer Floto, who provided a quick history of the profession and some tips about what PR is and isn’t. “PR in 2013 is no longer about sending out a press release or counting newspaper clippings,” explained Professor Floto. “It’s about being innovative, curious and willing to work long hours.”
The prestigious panelists hailed from different areas of the public relations practice. Shelcie Takenouchi (BA PR 2010, MA SPR 2012) represented the agency world. As an account executive at Hill & Knowlton, one of the world’s largest and most respected PR firms, Shelcie splits her time between corporate and technology accounts.
Cuit Gonzalez (MA SPR 2010) is established as a fashion PR expert and innovator. Currently working at BCBG, Cuit shared tales from straight off the runway at New York’s Fashion Week, dazzling participants with a first look at cool new fashion glasses.
Triple-threat Dimitri Czupylo (BA PR 1996) left behind the agency world (Ketchum, Edelman, BNC) and corporate America (Mattel) to lend his formidable talents to the non-profit world. As senior marketing director for the Make-a-Wish Foundation, he’s interacting directly with donors and viewing first-hand the incredible wishes that young people get granted.
Rounding out the panel was Emily Gee (BA PR/Political Science 2012, MA PR 2014) who interned at APCO Worldwide in New York this summer and is currently lead student researcher on the Generally Accepted Practices (GAP) study sponsored by Annenberg’s Strategic Public Relations and Communications Center.
What advice did the esteemed panel have for students entering the world of public relations? Take courses that will make you special, work hard and understand who the key audiences are.
“I used to think I had to concentrate on traditional media, especially veteran fashion reporters,” remarked Cuit. “Now I would say my most important audience is a group of very influential fashion bloggers.”
Shelcie noted that one’s own peers and co-workers should not be overlooked. “Don’t be so focused on clients or customers that you forget about the people all around you in your own organization.”
Take a business course, advised Dimitri. “Whether you’re working at an agency or a huge corporation or a non-profit, they all operate as a business and you should understand that.”
Measureable results are key in our industry, according to Emily. In fact, she noted that her ability to evaluate the success of messages and campaigns was invaluable at APCO. “The people I worked with were impressed that I could use computer software to analyze strategies and tactics. I solved an issue by understanding the ‘back end’ of measurement software and was able to be a big help!”
