What is your name, age, and major?

My name is Shakirah Mohamed, I am 24 years old, and my major is Communications – Public


How many years have you been at CSUF?

I am actually a transfer student at CSUF and transferred here last Spring, so I have been here for

a year and a half.

How long have you been part of PRSSA?

I joined during my first semester so as soon as I transferred to CSUF. I knew I had to start my

journey right away so I knew a good path to first take would be PRSSA.

How did you hear about the organization?

I heard about PRSSA while I was at community college and heard through the grapevine of the

adult chapter (PRSA) that there would be a student chapter at CSUF. Once I got to CSUF, I saw a lot advertisements promoting the group and heard in PR classes about the organization.

What has been your favorite part about the student chapter?

I would say the panels are my favorite because I get to learn about the different roots that people

take in PR. I think it is really important to learn about the different perspectives because it shows

that PR is not just one way; there are so many different job opportunities and positions that it


What has been your favorite panel hosted by PRSSA?

I don’t know which one is my favorite, but I did like today’s panel because I have met the Del

Taco panelist before and have seen one of his presentations. I was really intrigued by the way he

talked about PR and how it elevated their brand. I have definitely noticed how well Del Taco has

been doing in the past couple of years and it is interesting to see how they were able to change

the reputation of the their brand through their PR efforts.

What is the best advice you’ve heard from one of the panels?

They mentioned it at this panel and the President Panel: You should not be afraid to ask people

for some help, especially higher ups. Ask them about the job they are doing or if you can assist

them with any issues that they have. It is good because you are getting the help that you need and

these people will recognize you for taking a step that a lot of people are not comfortable with. It

puts you on their radar and shows that you are a good worker which can go a long way. It is

something that I keep in my back pocket so that I can encourage myself to do more.

What is your favorite social media platform and why?

My favorite is probably Twitter because I can’t stop laughing whenever I am on it; sometimes it

is so funny that I want to throw my phone. It also is a good source of information since you can

get news updates and see different companies tweeting to their audiences. I am really impressed

when a company tweets me back because it makes me feel recognized as a customer.

What is your name, year and major?

My name is Guadelope Cortez. I am a third year Communications major with an emphasis in Public Relations. 

What sparked your interest in the PR field?

The way I first got introduced to PR was actually my sophomore year in high school when I did a community service event called El Paseo Fashion Week. During that time, I was still discovering what I wanted to do and where I could fit in. I had this passion for journalism but for some reason when I was volunteering, I was placed in the public relations media booth instead of a backstage manager. I did not know what it was but it sounded cool. I found it interesting that there are so many ways to reach the public so that was the event where I found out about public relations. 

If you were a fruit, which one would you be and why?

I would be an orange not only because it has a lot of vitamin C, but it’s also a color. I see it as a unique fruit because it has so many different meanings. An orange is also a helpful fruit like when someone gets sick, they eat oranges or drink orange juice and I like helpin

g people so I can relate to it.  

How did you hear about PRSSA? 

I first found out about PRSSA my senior year of high school. It was college decision making time. I always wanted to have a good amount of academic classes but also be involved in a student organization. So, when I was on the communications website, that’s when I came across an organization specifically for students who are interested in the PR industry. Since joining PRSSA, it has really opened my eyes about a career in PR and how it’s not just one area, it is present in many industries like medical, music and entertainment. I thought PR only existed in the fashion industry and I wasn’t really interested in that but because of attending the panels and events PRSSA had, my view of the field expanded. I remember the first panel I went to, Crisis Communications. As much as I was doubting going to the panel, crisis communications sounded so interesting to me so I eventually went. Being able to hear first hand information about the various aspects of PR helped me understand what I want to pursue in the future. 

What is your favorite social media platform and why?

My favorite social media platform to use would be Instagram because I have a background in photography and design. It allows me to be creative, and I like how I can share that with other people. On Instagram, I can look through posts with hashtags I follow which allows me to see other people’s work and get background knowledge about the artist. With those certain hashtags, I can find local photographers and connect and collaborate with them to create more art that can be shared with other people. 

What has been your favorite panel so far? 

I really liked the Fashion and Beauty panel. The representatives were from really well known brands so that was cool. I liked hearing about how the products we use on a daily basis impacted people.  

 What is the best advice you’ve heard from one of the panels?

I am entering my last year of college so that means applying and going through the interview process for obtaining an internship. One piece of advice I remember is that everyone will have their time to get the job they want or internship they worked for. If for some reason you don’t get that opportunity, the journey doesn’t end there, there will be another moment in time in the future where I will get another opportunity. I want to go into the music industry, and it’s really competitive so keeping that advice in my mind keeps me feeling positive. 

What is a dream company you would like to work for? 

Universal Music Group! 

During last week’s PRSSA President’s Panel, many of our guest speakers touched on their experiences working in an agency and  corporate public relations. While both paths offer amazing benefits, what are the key differences that set them apart? Is one better than the other? Let’s see as we do a dive into the differences of agency versus corporate public relations.

Agency Public Relations

Agency life is described as broad and multitasking-heavy as you work with many clients at once. Although you’re juggling numerous responsibilities, you’re going to be exposed to different types of industries, campaigns, budgets and project lengths.  The drawbacks of working at an agency can include things such as longer hours and the inability to have the final say in the campaign and project. The benefits of agency work are the ability to work with a variety of different fields but also gain more understanding in sectors like marketing and advertising.

Corporate Public Relations

Corporate public relations is different in the sense that you get the opportunity to work for one company. By being “in-house”, you’ll know in the company inside and out as well as have a wide range of experience in a niche sector (i.e cars, fashion, beauty, food). Working in-house also allows for more control over decisions, coming up with strategies and managing budgets. Setbacks of in-house work can include the lack of variety to move around with different types of businesses and lack of knowledge in crisis communications (something that is handled frequently at agencies).

Which one is right for you?

When deciding whether to go agency or corporate public relations it is important to keep in mind what the job entails and the advantages and disadvantages are. One route isn’t better than the other, it depends more on your personality. The best way to figure out which one is right for you is to network, speak with individuals who have done one or both, or best of all, try it out for yourself!


What is your name, age, and major?

My name is Emily Reisberg, I am 22 years old, and my major is Communications with an emphasis in public relations. 

How many years have you been at CSUF?

This is only my second semester so less than one year.

How did you hear about PRSSA?

I heard about PRSSA through Instagram. I knew coming onto campus as a transfer I wanted to be involved. I knew I wanted to focus on public relations and this is what popped up on Instagram. 

What sparked your interest in the PR field?

I found public relations because I was interested in everything, from nutrition to law school to clinical dietetics. The running theme through all of that was that public relations could get me into any field without some of the heavy science involved.

What is your favorite class this semester and why?

My favorite class this semester is my International Public Relations class. We only meet once a week so it’s pretty long, but our professor does a great job of integrating current events and real-world experience into the textbook. I think it just goes to show how old theories are or what the studies show, this does apply to everything that’s going on in current times.

How has PRSSA enhanced your perception of the industry?

Wow, it has completely broadened my perception of the industry. Honestly, I didn’t know too much of what I was going to get out of it, but through the panels and different speakers, I’ve learned that I can absolutely go into anything I want to. There’s also a huge support network.

What are your goals for the year and how can PRSSA help achieve them?

This year my goal is to have a happy client in Titan Public Relations and hopefully to get a 4.0 GPA. PRSSA is going to help me with my time management and by staying involved with like-minded peers. My other goal is to be more involved than I was last year.

What is your favorite social media platform and why?

Right now I’m on a Tik Tok kick; I can’t lie. It’s definitely addictive. Consistently, I’d have to say Instagram because you can deep dive into people’s personal lives. It’s really easy to find panel members (of PRSSA) so you can get some insight into their personal lives and hopefully help you when it does come to networking after the question part.

What is the best advice you’ve heard from one of the panels?

This I absolutely know. Last semester we had the Fashion and Beauty panel, which isn’t an industry I’m planning on going into, but the woman who came and represented Urban Decay said you can never underestimate your experience. She said herself that she was a waitress throughout college and lots of students are in similar positions. When she sees that someone is a waitress on their resume, she said not to leave it out. It shows that you can multitask, manage your time correctly, and work well in groups. Everything you do along your professional journey will result in some sort of positive experience.

Dream company you’d like to work for and why?

I think everyone’s dream is Edelman. They’re known to have a great environment within the company, but also they do absolutely everything. I think it would be a dream to be apart of. Personally, I would want to start my own NGO. So I would say that’s my ultimate dream: to have my name as the CEO.

Let’s start with your name and what year you’re in?

My name is Vicky Hernandez, and I’m a third year here at Cal State Fullerton.

How did you hear about PRSSA?

I heard about PRSSA through the board members. Danny and Giselle both came to my classes, one of them came to my Principles of Public Relations class and the other to my Media Ethics class. They handed out fliers and I was really interested, especially because I just declared PR as my major, so I wanted to join and see what it was about.

How long have you been a member?

Well I just joined this semester, so what’s it been? Like three weeks.

What is your favorite class this semester?

Oh, that would be my Chicano 305 class. It’s so good dude, I really do recommend it. I’m taking it with Jorge Herrera, he’s really good. So that’s my favorite class right now, and then also my COMM 361 class because it’s PR. Chicano 305 though is really interesting because it’s about family identities and how you grow up, so I can really relate to that.

What is your favorite social media platform?

For a while it was Snapchat, but right now I’m really into Instagram. And I just started using Twitter because I get extra credit for using it in my COMM 407 class if you tweet using the hashtag. 

Where do you like to spend time on campus when not in class?

I really like to spend it at the TSU. Funny enough, I’m always in the courtyard. I love the sun so getting a little bit of sun when It’s cold, I love that. I love to sleep in the hallways so that’s where I’m at half the time, sleeping on the couches. If there’s no space, I’ll just stand and wait for somebody to get up. It’s like finding parking.

How has PRSSA helped you achieve your academic or professional goals?

So far it’s helped me with networking. Even though I’ve only been a member for three weeks, I’ve already gone to a workshop. Now I’ve figured out that you need to have a PR plan and I’ve gone into a group to learn how to actually make a PR plan. I went through the Global Results PR workshop about public relations and what they do, and what a day in the field looks like for them and their clients. Even with just that workshop I feel like I learned a lot. And then next week, there’s going to be a writing workshop with the same company which I’m planning on going to. Because for PR you have to have sharp writing skills, and I’m good, but I want to be better.

Do you have a favorite piece of advice you’ve heard during our panels?

Honestly, my favorite piece of advice was Andrew Vo saying “We’re young, we should enjoy everything we have now.” He talked about how we should travel and that there will always be a job for you. Especially because it’s my third year, I feel like I already need to have a job. And just hearing that lifted a little bit of the pressure off and I think it’s something everyone needs to hear. Because it’s something we’re all so focused on without taking a moment to step back and realize we have a whole planet to explore and discover.

On January 31st, CSUF PRSSA members had the opportunity to attend a PR workshop hosted by our sponsors Global Results Communications in Orange County. 

Global Results Communications is an award-winning, top tier international tech PR firm with clients and offices all over the world. GRC was founded by Valerie Christopherson in 2005, and since then, has been trusted by groundbreaking companies such as EPSON, Verizon and Nuance. 

The workshop started with Managing Director Lora Wilson, and Account Director Anne Milo-Shanahan introducing the company and a little about what they do. After going over what this full-service PR agency does for its clients, we had a session where all of us, college students, got to know each other and our possible plans after graduation. The diversity in the room was incredible, and what brought all of us together was our interest in PR. Then, we were able to gain insight into the challenges and skills needed to be successful in the PR world with a Q&A session from GRC’s team members. A big thank you to those who took time out from their workday to  answer all our questions about PR! The panel had members of different positions, ranging from new grad students to seasoned professionals including CEO Valerie Christopherson. This Q&A really cleared up some of the do’s and don’ts of PR. One thing that was emphasized a lot during this discussion was the importance of doing our homework about what is going on in the world and the type of clients the agency is working with. Keeping a healthy relationship with everyone in the industry is crucial as well! Amongst the amazing advice given to us by these PR professionals was also to keep the hunger to learn alive. 

After the Q&A session, Chelsea Freeman, the agency’s publicist, gave us a quick tour of the office upstairs, and we came back to the conference room to go over the most anticipated part of the workshop; creating our own Public Relations campaign for an actual client. Before starting it, we had a lunch break where we were able to network and get to know the people around us and our campaign group members. Then in our teams of 5, we got to work on a plan for the IOT Consortium, a summit by invite only, with exclusive networking opportunities and inspirational speakers, highlighting the latest trends across 5 categories: Smart Cities, Connected Homes, Future Mobility, Wearables & Retail Innovation. Our teams were given objectives, key messages, resources, and the thing every PR agency dreams of getting; an unlimited budget. To help with the planning, GRC provided us with a research worksheet to bring all the ideas together. 

Later on in the afternoon, it was finally time to pitch our ideas to the GRC team. Every group presented its version of an effective PR campaign and received feedback on it. The team applauded us for being so creative in our pitches, given the short amount of time we had to construct it. Receiving this type of feedback directly from PR pros, who have been in this industry for years, really helped in understanding how real PR campaigns work. At the end of the workshop, we were presented with certificates of completion and just like that, the six hours of hands-on learning was over

This PR 360 workshop was definitely a one of a kind experience that really made us get a glimpse into the real world. Thank you Global Results Communications for taking time out to work with us to further our knowledge about Public Relations! 

Global Results Communications | GRC

201 E. Sandpointe Ave, Ste 650

Santa Ana, CA 92707


+1 949-608-0276

Social media has had a significant impact on the PR world. It has eliminated the barrier between a firm and the public to address questions, comments and concerns. Not only has it been influential in maintaining a brand’s reputation, but also in dealing with crisis management in a swift way. These digital channels have brought new ways to build stronger and lasting relationships with clients. Here are three ways social media can be used effectively in public relations. 

AWARENESS: Through social media, companies have been able to enhance their brand’s awareness and stay in the spotlight. People are constantly sharing and reading information on social media platforms. This cost-effective method has led many companies to find new clients through social media tools like hashtags that correlate to a brand’s vision. Aspects of social media such as shares and retweets have also had a positive impact on SEOs (search engine optimization) and have helped gain the attention of influencers and people in general. 

INTERACTION: Platforms like Twitter, Instagram, and Facebook all allow companies to have a direct relationship with their clients. The first thing anyone does when they have an issue or question is to address it on social media. We’ve all been there. Through this, consumers can get their questions answered and find out more information in a quick and efficient way. This one on one type of interaction can majorly influence a brand’s credibility for the better. In addition, incentives offered by liking, sharing and commenting has created an interactive and loyal relationship between a brand and its target audience. 

CONTENT: The most important and effective part of social media in PR is the variety of content that can be created and distributed. Social media has allowed PR to reach a large audience through links, stories, threads and more. PR professionals get to see what followers like and dislike so they can create content based on feedback. Learning about preferences that attract people by posting all types of content, and then customizing it is great PR activity. With aesthetic posts and quick links, PR pros can also announce updates in more appealing ways, keeping their audience engaged and informed. 

Still not convinced about social media’s use in the P.R world?  Read on to find out more from PR Pro Valerie Christopherson, founder and CEO of Global Results Communications (GRC) on their take on P.R and social media!

What types of Social Media does your firm use? Which social media platform(s) has the

company found most effective? 

Being a global firm with global clients, we focus heavily on B2B (business to business) tapping into social media platforms across the board when appropriate. When it comes to tech clients, it depends on the product, solution or service, and which platform their target audience or market is likely to use for engagement. It is important to be active everywhere there is potential for interaction and conversation, so we will always include the most familiar platforms with the largest user base including Twitter, Instagram, Facebook and LinkedIn.

How do you use each platform for PR? (Is there a target audience or content that differs from each platform…) Each platform definitely has a user profile, so to speak. Instagram users typically love an inside look at the culture of a business or the culture surrounding a brand—kind of like a “Day in the Life” snapshot. Twitter, on the other hand, is the perfect platform for us to share client coverage in real-time. We can push out constant content to stay relevant on our followers Twitter feed throughout the day. LinkedIn really tries to keep things business-focused, so our client posts are more informative and newsworthy.

As PR professionals, we understand that all messages don’t necessarily resonate in the same way

with different groups of people. By finding what works for our clients’ audiences and appealing

to them, we improve the impact of their marketing efforts.

What are some benefits of using Social Media for PR?

Social media has changed the way we communicate today. These platforms allow us to reach

audiences from all parts of the world. If people and brands spend time honing in on their

expertise and consistently manage their social channels—or hire a team to do it for them—they

have the potential to greatly increase visibility. Good content gets shared, so by consistently

posting quality content, more people will see it and share it.

Also, the fact that we can connect with anyone at any given time is a huge advantage. Social

media gives PR professionals and students the opportunity to connect before, during and after

networking events, a conference or a meeting. It’s a great way to get to know someone prior to

that first meeting and be better equipped to have a conversation in person.

How do you believe social media has impacted the PR world?

Social media has impacted nearly every industry, but it has had a tremendous impact on public

perception. Drastically changing the way people get their news, social media has forced PR pros and reporters to adapt along with it. And this is no easy task—but it is essential for all professional communicators to get on board.

Social media is such a highly effective tool for communicating breaking news, but it also

shortens the lifespan of a news story. This means that journalists are constantly searching for

the next big thing, and we as PR professionals must keep up. Its influence is simply too large to


Hi! Could you tell me a little about yourself? What positions do you hold in and out of CSUF?

I actually have three positions in and out of CSUF. I am a full time lecturer at CSUF, and the PRSSA faculty advisor. Besides this, I run a public relations firm called Integrity Public Relations. I am also a Navy Public Affairs Officer, a Lieutenant Commander in the United States Navy. I work for Third Fleet in San Diego.

How do you juggle all your positions?

That is a challenge. I have to juggle those things while giving time to family. Part of it is that I own my own business so I can work anywhere. That’s how I can work full time at CSUF and have a business going because I have that flexibility. A lot of times when I’m here in the office, sometimes I’m correcting papers and sometimes I’m working on client stuff, and I’m always working on Navy things because that can pop up whenever. The Navy is pretty much on the weekends and maybe a month out of my summer. School owns Monday through Friday of my time and sometimes on the weekends. My business owns Monday through Friday as well. The family gets the weekends and evenings. I don’t really see it as a burden because I love every single one of my responsibilities for different reasons. I love serving the country. I love my clients and building a PR Agency. I love teaching and spending time with my family. What I have found is that I can’t handle down time. I feel anxious when nothing is going on. Even when we’re on a cruise or in Hawaii, I’m working and I have my computers out. It’s just my personality.

What sparked your interest in PR?

Before I went back to school, and got my degree, I was working for the Air Force at the International Guard Station in Costa Mesa. We had an issue where we were surrounded by neighbors who hated us because they didn’t understand what we did. They thought that we were just a bunch of military guys and didn’t like us. So I decided that we had to have an open house and I created the first ever open house on the base. We brought in community partners such as the police and fire departments, and the California Highway Patrol. We had an event that helped change the perception of our military on that base in the Costa Mesa area, which sparked my interest in doing this for a living.

During college, what was your academic career like?

When I got right out of high school, I went to Saddleback College and after about a year and a half, I earned a GPA of 1.04. I decided that college was probably not for me, so I joined the Air Force. After about 10 years in the Air Force, my boss came to me and made me go back to school. He told me he wanted me to go back to Orange Coast College and get my AA degree. Turns out, I liked it and did well. It took me four years at Orange Coast to undo the bad grades at Saddleback. After getting my AA, I told my boss that I proudly got it and to leave me alone. He told me that I needed to get a four year degree. My grades were good enough that got me into UCI, but I stayed there for a year and hated it so I went to CSULB for a semester. I also hated it. Then I found CSUF where I thought everyone actually cared about me and I wasn’t just a number here. So I picked the PR communications major because it was 124 units and I just wanted to make my boss happy and get out of school as fast as I could. I ended up loving it and was recruited by UCI to be a public information representative while I was a junior at CSUF. I went back to school to get my masters in 2013 from USC Annenberg, just so I could teach here.

What made you want to teach at CSUF?

Running my firm, I found that students that came out of the program here were better than the ones I found coming out of any other schools including USC, Chapman and CSULB. I wanted to give back to the students and be part of a program that is held in such high regard, not only in Southern California but also across the west.

Did you have any internship or work during your academic career at CSUF? What did it teach you?

During my schooling, I did not have any internships because I was working full time for the International Guard until I was picked up by UCI  my junior year. At UCI, my job was a Senior Public Information Representative. I had never had a junior position job yet they hired me as a Senior PIR because I could type. The school waived my internship requirement because I was working in a communications job. My work taught me that the sky’s the limit. If you have a desire and a drive, you can pretty much do anything you want. The preparation I got at this school is worth millions of dollars to me. The reason I wanted to come back is to pass that along to the students that it’s not just school. If you take this seriously and apply yourself, you could be creating your career right now. Cal State Fullerton is a fantastic school. It is hands on teaching and much more than the theoretical things taught at other schools. That’s what employers want. I want to hire people that can come in the door and start working. They’ve done the capstone, they know how to write press releases and how to plan and execute PR campaigns. That is what you get from this school and that’s something I don’t think any other school offers as well as this one does.

What were some hardships you encountered in the professional or academic world?

I think an academic challenge for me was that since I didn’t go to college after high school, and took that break, going back to school as a young adult when I had a job as well was very difficult. You’re working a job, going to school, trying to get the best grades you can. My relationships suffered because I had to focus on school. Otherwise, it was just fun. I love the school and I love the people that work here. Like I said, I have gone to USC, Saddleback, Orange Coast, Long Beach, Irvine and Fullerton. By far, I felt the most comfortable at Fullerton as a student and still feel it as a faculty member.

Could you tell me about your PR Agency?

When I was at UCI, I went to a PRSA meeting and met someone who was a principal in a tech PR firm in Newport Beach. He knew I had a communications degree and said I should get into tech PR so I left UCI and joined their agency. Their agency had some ethical issues that I couldn’t get past, so I made a stand and quit. I told them I was going to start my own agency and compete against them. I was going to call my agency Integrity PR, a name I totally made up. It happened to be available for URLs and things like that, but it wasn’t supposed to be a real agency. I was still looking for a job but what happened was once I left that agency, the client I was servicing there, fired that agency and they came after me, asking me to continue to be their PR person. That was my first client and after that, I just started getting word of mouth referrals from people that knew me. All of a sudden, the agency was born and ever since then, I have not worked for any other agency. It was born out of the fact that I was trying to take a stand for ethics, so I named it Integrity PR.  We focus on tech PR but we have done a lot of nonprofits. We are the Make A Wish foundation’s agency record for about ten years, but primarily we are in the technology space. We are in the 20th year as a PR firm.

Any Career highlights or special moments you would like to share?

One of the highlights from my entire career is being placed on the alumni wall of fame at CSUF in 2004. That was about 5 years after I left the school. I had my agency and was getting awards so Fullerton put me on their wall of fame. Also, getting to teach here was huge. I didn’t need a master’s for PR, I needed one to teach. I went to USC and spent $75,000 on a master’s degree just to teach. That is what I did and what I only wanted to do. I got a job here in 2015 and started teaching part time before going full time in 2017. When I first stepped into the classroom, in the fall of 2015, it was a good day for me. I was CSUF faculty at that point. Being the faculty advisor for PRSSA has been incredible.. Getting to work with the students and the board is amazing. Another highlight would be that now I was inducted in the PRSA College of Fellows at The PRSA Convention. That is a big deal because there are only 350 active PR professionals in the world that are active in the College of Fellows. I was selected as one of eleven across the nation. The fact that I can share this with my CSUF family makes it more special.

What advice would you give students entering the PR world?

Participate in capstone. That’s why this school is special. They make you get out there and do the work. You get a more intense experience than you would in an internship because you’re actually going to work with clients, research their problems, and create and execute a campaign, all within one semester. That’s really the key to PR; if someone can do that, know how to research and identify a target audience and know how to get messages to them. I know that the inclination for a student is to look at graduation, but pay attention and apply yourself in these classes because it is going to make a difference. I’m an example of someone who was not a student. I was just terrible but I applied myself and so far, I have had a 20 year career in PR that has given me and my family a lot of flexibility and ability to do the things we want to do. My advice to students is that you’re only in school for a short amount of time, make the best of it, find good professors, take as much of their information and keep in touch with them because they can help you find jobs and write reference letters. Fullerton is a huge resource and I’m happy to be a part of it.

What is your age, name, and major?

My name is Jennifer Sierra, I’m 21, and my major is PR

How many years have you been at CSUF?

This is my fourth year. I came in as a freshman.

How did you hear about PRSSA?

I was walking around the campus and I saw their booth during Discoverfest and also one of my professors recommended it to me.

What sparked your interest in the PR field?

I went to a YouTube event called VidCon. When I went, I knew I wanted to do something in entertainment. I got to see everything and meet people, and I just knew I wanted to do something in communications. After, I did more research and found out about PR

What is your favorite class this semester and why?

I think it’d be my Comm 362 class because we are actually writing out pieces and learning the structure of it.

How has PRSSA enhanced your perception of the industry?

I think it’s just given me an in-depth look and actually pushed me to do a little bit more. I’ve gone to one of the volunteer services they had which was a fundraiser for cancer for children. That was really fun, I got to go out to the Hollywood Roosevelt hotel and worked with a lot of people. I also got to see a small group of people doing PR for that foundation and how they made that whole thing happen.

What are your goals for this year and how can PRSSA help achieve them?

I’m graduating next January, so I’m hoping to do internships through the ones they (PRSSA) provide and also go to more volunteer services and panels. 

What is your favorite social media platform and why?

I think it would be Twitter because of how interactive it is. It’s easy to tweet at a celebrity and sometimes get noticed, I’ve had people like Chance the Rapper like my tweets. I like how easy it is to connect with people that you wouldn’t be able to.

What is the best advice you’ve heard from one of the panels or one of your professors this semester?

Probably when tonight’s panelists (from Fashion and Beauty) were explaining to be kind and nice to everyone. When I studied abroad that was what was really emphasized, that and being trustworthy and dependent. 

Dream company you’d like to work for and why?

Right now, Lush just because I’m really focused on skincare right now, they do skin, hair, and body. For my PR class, Comm 362, we’re supposed to choose clients and write things for them, so right now my client is Lush.

There is a wide variety of skills that different professions require especially in the world of PR.  Hard skills are technical and teachable whereas soft skills are interpersonal and known as “people skills”. Presenting a balance of hard and soft skills appears to make you a more well-rounded applicant and grab attention to your resume. Here are some hard and soft skills that are needed now more than ever in the public relations industry.

1. Communication

Good communication skills seem like a pretty obvious trait to have considering public relations involves a great deal of it. Presenting a clear image of what you are trying to share and express to an audience is important in building a brand or company. The material you’re producing in the field needs to be easily understood by the reader through the medium. Your work must be engaging and intriguing to the reader. Communication skills are also valuable to have in the workplace when it comes to collaboration and teamwork. 

2. Social Media Knowledge

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Knowledge of social platforms such as Instagram, Twitter, and Facebook are especially important today with the growing use of social media. Understanding the different algorithms of these socials can help when deciding strategies on how to appeal to the brand’s audience. Being conscious of the type of content that followers or supporters respond well to and engage with can better help plan for future posts or inspire new ideas. Now that social media has taken over this generation, it is important that you are knowledgeable and have a basic understanding of how it works. 

3. Photoshop/Video Editing Skills

In the realm of PR, it is becoming more crucial to have knowledge in video or photo editing. Editing programs such as Adobe Photoshop or Final Cut Pro are used in a wide range of media today, from Instagram stories to ads on Twitter. Having the ability to create an image or video that is both interesting and captures the viewers’ attention is crucial for audience interaction. Experience with these programs can help you stand out.

4. Creative and Critical Thinking

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Being able to solve problems and think outside of the box is essential. When a problem arises, to have the skills to remain calm and find a solution to the situation at hand is a valuable skill to have. Creativity is also needed in PR to come up with different ideas on how to make the brand’s products or ideas stand out from competitors. Companies are looking for individuals to bring something new to the table. 

5. Relationship-building skills

Although some might not think relationship building is a measurable hard skill, it can be by the number of connections you make throughout your career. Building strong relationships and networking with coworkers, managers or employees from different companies can greatly benefit your work in PR. You will be able to bring in new ideas and opinions as well as build trust with other connections. Building these relationships in your profession can lead to new career opportunities or open new doors to other positions that you are interested in. It’s vital that you start building your network of people as early as you can. 

There are many ways to practice or learn these skills from college classes to YouTube videos. The more you are able to expand and practice on these skills, you’ll not only be prepared for a career in PR but also stand out amongst many other applicants.

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