PR

Success
Chapter Newsletter
Hugh M. Culbertson Chapter Ohio University PRSSA Spring 2010 Edition

Two days of peace and PR:

Members learn, network during agency tours and PaRtners Conference
Annie White environment while taking
On Friday, April 23, 18 of Scripps PRSSA note of the things they like
students toured Fahlgren Mortine Public and don’t like about the
Relations, COSI Science Center, the Columbus company and its culture.
Bluejackets and SBC Advertising in hopes of It’s primary research
learning more about the field of public relations. that allows students to
Aaron Brown, a 2001 Scripps alumnus, make a better decision
started the day with a tour of his office, Fahlgren about where to work after
Mortine. The firm was voted in the top 100 Firms graduation,” Brown said.
in 2009 by PR Week and was recently relocated Students were
to a new office at the Easton Town Center in given the opportunity
Columbus. Also on hand to lend their expertise to do just that when the
were Krista Sanford and Julie Russo, 2008 and Scripps alumni sat down
1999 Scripps alumnae. with PRSSA students,
Brown stressed the importance of being and gave them the
a social media expert in the field. According chance to ask questions. Dressed for success Chapter members made the two-day trip to
to Brown, in today’s world, as public relations When asked about
Columbus count by visiting several firms the Friday before this year’s
professionals, it is expected of new grads. He specializations, Sanford PaRtners Conference. Above, students pose during a visit to Fahlgren
also stressed the benefits of these tours for stressed the importance of
students. a business background in Mortine Public Relations (Photo courtesy of Kelsey Spellman).
“It’s important because students can the agency world, and also
see how different public relations jobs can be the importance of knowing a second language. relations departments in their offices. Here,
from one another. It’s important that students On Friday afternoon, 11 students visited students were given a tour and the opportunity
try to visualize themselves working in each Scripps alumnae Carli Lanfersiek at COSI while to talk with public relations professionals, as well
seven students visited Todd Sharrock at the as others from SBC. The main topic, however,
Columbus Bluejackets for a different was metrics. Scripps alumnus Zack Bingham
Inside this edition look at PR careers. Lanfersiek, the stressed that knowing how to measure success
Director of Advertising & Promotions at is crucial in public relations today.
True Life: I’m a JSchool Kid. . . . . . . . . 2
COSI Columbus, said her career has The next day, Scripps students attended
ImPRessions: ready for a new year. . . 3 largely been based on advertising and the PaRtners Conference at Otterbein College
Hot PR topic: SEO. . . . . . . . . . . . . . . . 5 marketing which enables her to share where this year’s theme was the “Public
What not to wear: summer internship another aspect of communications to Relations Olympics.” The keynote speaker was
edition . . . . . . . . . . . . . . . . . . . . . . . . . 6 which public relations majors are not Brian Eaton, who worked with the curling team
Green PR. . . . . . . . . . . . . . . . . . . . . . . 7 often exposed. doing publicity during the 2010 Vancouver
JSchool to restructure in 2012. . . . . . . 9 The last stop was SBC Winter Olympics. Eaton gave a unique look at
Spotlight on Dr. Steve Iseman. . . . . . 10 Advertising in downtown Columbus,
which houses advertising and public Continued on page 7
PRSuccess
C ol u m n
True Life: PR industry: not “as seen on TV”
“I’m a JSchool Kid”
by Maddie Stevens
The “unknown” is one of the scariest
places our minds can take us, and most
times we are unable to think of anything other
than micro-managing the immediate future.
To prove this, I want you to get out your
daily planner (yes, right now; go do it!) and
open it to this week. You’ll probably notice
that you have the space allotted for today,
tomorrow and probably this whole week filled
to the brim with important items that need
accomplished, but if you flip to two weeks
from now there is hardly anything waiting to
be done. Congratulations! You’ve succeeded
in impeccably planning your days so as to
maximize productivity! This proves, though,
just how focused we are on the present and
how much we fail to consider the bigger
picture.
I believe that this inability to think into
the future has nothing to do with a lack of
events taking place and everything to do with
a fear of not knowing exactly what is going
to happen to us as we move into the future.
Sure, most of us have a vague idea of how
our summers will turn out and what the next
school year will bring, and perhaps for those
of us who are graduating we have a hazy
plan for a career or other endeavors. But my
question to you is this: what if life decides
to present you with a risky opportunity that
has the potential to turn your whole world
around? Would you choose to remain on the
planned and familiar track that you’ve set for
yourself, or would you choose to venture into
the unknown and take a chance that may alter
your life forever?
I challenge you, my dear JKids, to
ponder this possibility. While it is easy to
tell ourselves that if this situation arises
we’ll be bold and daring and take the road
less traveled, but I can guarantee that when
faced with the choice it would be extra-
difficult to ignore the pangs of anxiety that
accompany the indefinite. I know that, my
Type-A personality makes it tough to consider
anything other than the structured life I’ve set
for myself, and I can bet that most of you are
Continued on page 9
Spring 2010
Kellie snyder
Reality television is not real. Reality
television is exciting, humorous and dramatic –
but it is most definitely not real. Reality TV shows
capture the thrills and disregard the monotony of
daily life. As a result of this complete dismissal
of boringness, reality television has gained
extensive viewership and, therefore, boomed
in popularity. In fact, reality television shows
have been created to imitate and exploit almost
every facet of society. Dieters, bachelors, sweet
16-ers, chefs, hairdressers, singers; they have
all been pushed in front of the camera and
into unusual and amusing situations in order to
attract an audience. Recently, the public relations
industry has been added to this list of idealized
institutions.
Public relations is a growing field, and this
growth is echoed by the growth of PR emulation
on reality TV. Unfortunately, the imitation version
of public relations that is shown on reality
television programs erroneously represents the
professionalism and importance of the industry.
Nicolena Stephan, a Social Media Strategist at
Identity Marketing & Public Relations, believes
that there is a definite stigma created by shows
like “Kell on Earth,” “PoweR Girls” and “The
SPINdustry.”
“Shows like these add to the frequent
misconception that working in PR is all about the
glitz and glamour and that PR pros are masters
of ‘spinning’ the truth,” Stephan said, “I can’t tell
you the number of times I’ve received responses
like ‘Oh, so you spin the truth for a living?’ or
‘PR is all about planning fun events and going
to glamorous parties, right?’ when I tell people I
work in PR.”
It is clear that TV producers modify and
reformat the lifestyles of PR professionals in
order to gain viewer approval. However, it is
questionable as to whether or not this formatting
is necessary. Public relations is an exciting
profession. After all, its appeal is undoubtedly
what sparked producers’ interest in creating
shows centered on the practice of strategic
communication. If handled appropriately, it
seems likely that the natural excitement of the
field could resonate with the general public.
President and Chief Operating Officer at the
Public Relations Society of America, Bill Murray,
said he feels there is incredible potential in the
creation of an accurate, while at the same time,
endearing PR reality TV program.
Page 2
“Every day public relations professionals
work on projects that change lives – in areas
like public safety, health care, investor
relations, politics – this is real-life, high stakes
drama that in the hands of a good producer
would show audiences what it really means to
be in public relations,” Murray said.
Reality television programs have
played a major role in exposing the public
relations industry to the masses. No longer
is PR an unknown and misunderstood field;
it is now a known and misunderstood field.
TV programs have had the positive impact of
raising awareness about PR; unfortunately,
these TV programs create a false awareness
about public relations. Reality TV presents an
image of PR that is slanted and dramatized.
Richard Yann, Vice President of the Public
Relations at Public Relations Society of
America, notes that this sensationalized view
of public relations has an undesirable effect
on PR professionals.
“[The portrayal of PR on reality TV
shows] creates incorrect perceptions and
puts unrealistic expectations in the minds of
students who are studying public relations, or
professionals who are considering a career
change,” Yahn said, “These perceptions run
the gamut from it’s who you know and how
hard you party to how much sex you’ll have to
the likelihood that you’ll work for an intolerant
boss who screams at you because there is
mustard on the sandwich you ordered for
him.”
In more ways than one, public relations
is taking the mass media by storm. Television,
a tool occasionally used by PR practitioners to
communicate with a target audience, is now
the tool that is being used to communicate
a false image of those very same PR
practitioners. Reality television depicts an
unauthenticated image of public relations.
However, the misconstrued portrayal of PR
may not be entirely negative. Richard Bailey,
PR educator and editor of “Behind the Spin,”
a magazine for PR students and young
practitioners, expresses this sentiment.
“The rather inaccurate depiction of
public relations can be seen as a problem for
the profession; or it can be seen as a welcome
acknowledgement of ‘the rise of PR.’”
 PRSuccess Spring 2010 Page 3

ImPRessions steps up to the plate

Who’s on first? With six new clients and a brand new
executive board, ImPRessions is setting the bar high for
the 2010-2011 school year. Next year’s firm will be headed
by (from left to right) Ashley Showen, Assistant Director
of Operations, Devin Hughes, CEO, and Nicole Bersani,
Assistant Director of Administration (Photo courtesy of
Ashley Showen).
nicole bersani
The League:
ImPRessions is a student-run
public relations firm that currently serves
nine clients from non-profit, local and
national accounts. Over the past 10
years, ImPRessions has grown and
been recognized nationally as the most
outstanding firm in the nation by the Public
Relations Student Society of America.
Each account has a mix of ages, majors
and talent reaching outside the journalism
school and deeper into the Athens
community while giving its students real
world hands-on experience and its clients
all-access passes into the university’s
campus and town.
During her three years as an
ImPRessions member, two of which she
served as CEO, Janelle Huelsman had
noticed a strong improvement of local and
national recognition of ImPRessions and a
continued strength in relationship with the
Athens community. However, the bar is set
higher each year. experience with ImPRessions.
“Every time I hear a client say what
a great job the team has done, it speaks
to the quality of our students and will only
serve to enhance our reputation as a top-
notch firm,” said Devin Hughes, Assistant
Director and next year’s CEO.
“It is really difficult to say what the
biggest accomplishment for the whole firm
is this year because all of the accounts had
their own victories,” said Sam Browning, the
Account Executive for ImPRessions.
A Pitch from next year’s CEO:
As Assistant Director, I have been
afforded the unique opportunity to work both
for the firm in the present and also to analyze
the firm with an eye for the future. It is a new
position, and the only one that has both present
and future implications. This position is unique
because, starting around the middle of winter
quarter, I shifted from working on the present
to working primarily for the future.
As CEO, I have two main goals. The
first is all about helping ImPRessions grow as
a firm. I want to expand beyond Athens and
add larger, more prominent clients that are
sure to give us a top-notch PR experience.
The second goal is inclusivity; I want every
PR major to feel as though ImPRessions can
offer them something. This means diversifying
our client base to include clients in different
genres of PR, so that no matter what your
future aspirations are, you can get a related
Given the steps I’ve taken, I think we
have great reason to be excited about next
year. We’re going to have somewhere near
a 30 percent increase in accounts, which just
means more diverse opportunities and more
leadership opportunities. It’s going to be an
amazing year.

Spring training for next year:

Veterans: Rookies:
• College Book Store • Cardinal Health

• Backdrop Magazine • OU Libraries

• Athens County • Two Fleishman-Hillard
Humane Society campaigns:
1.Butt Out Ohio
• Bob Evans
2. State of Ohio
• Up ‘Til Dawn Prescription Drug Abuse

• Empower • E.W. Scripps School of Team Players ImPRessions gives students an opportunity to gain
Journalism
• ImPRessions experience while providing clients with free public relations services.
• OU Performing Arts Above, Becca Goodburn and Will Harris from the College Book Store
Series account promote Mom’s Weekend t-shirts; 20% of the profit from t-shirt
sales went to My Sister’s Place (Photo by Nicole Bersani).
 PRSuccess Spring 2010 Page 4

Students share thoughts pre-internship

1.What were your initial thoughts when you had before.
Meet the interns: found out you got this internship? 4. What are you most nervous about living
Name: Becca Goodburn Becca: Internship in NYC, this means I get to on your own in a strange city?
Year: Sophomore be on The City with Whitney Port right? Rose: Getting lost! I am absolutely terrible
Interning with: Humble Nicole: All my hard work has paid off, and I with directions, I get lost in Athens sometimes.
TV, a small production needed to tell someone ASAP. I wanted to jump I have no idea how I’m going to figure out New
company that has done York City’s subway system.
music videos for Passion up and down, scream, dance, do whatever but
I was at work, so I resorted to immediately Andrea: What scares me is that I’m going
Pit, Muse, Starburst,
Captain Morgan and texting my mom, dad and boyfriend with a lot to be almost completely on my own. Even
Idea commercials. of exclamation marks. though I have friends in Columbus, I will be
Where: NYC 2.What experience do you have that you living by myself (which is something I never
Lights, camera, action. believe distinguished you from other thought I would do). As much as I like being
I will be interning with applicants applying for this internship? on my own, one of my bigger fears is being
marketing and also as a Becca: I have been very involved in my alone at night. I’ll probably be really paranoid
production assistant onset for upcoming shoots. first two years at OU, including being on the all the time that I will get robbed or something.
Name: Rose Finnerty ImPRessions accounts for Empower and 5. How do you feel about dressing up for
Year: Junior College Book Store, the publicity committee work everyday?
Interning with: for UPC, PR team for Thread Magazine, and in Becca: Happy that I won’t have to! The dress
Ketchum’s 2010 Summer the service fraternity Alpha Phi Omega. With all code is super laid back; jeans, T-shirts, and
Fellowship Program. of this, plus a substantial course load, and an leggings, etc. I am really excited to showcase
Ketchum is a PR agency active social life (which could probably stand to and create a new NYC summer style. I plan
that works with Ikea, Dr. on buying out all of Forever 21 (not really, but
Pepper and Kodak. be a little less active) time management is not
only important but necessary. I wish).
Where: NYC Rose: I actually enjoy getting dressed up
Welcome to the real Nicole: One word: networking. I know a lot
world. I’ll be working of people say “it’s all about networking,” but every once in a while, but everyday will be
with real clients in the it’s true. Shannon Stucky, an OU alumna and something completely different. I think my
corporate international employee at FD in NY spoke at a PRSSA main concern is that I don’t have enough
practice. I will be faced with a real problem, and meeting this year and last year. She put me professional outfits.
will write a plan and present it to them at the end in contact with Alexandra Barkulis at FD in 6. Perks of having an internship:
of the summer. Chicago. Also, Anastasia Pronin graduated last Andrea: Well, I’m so exited to have an excuse
Name: Nicole Bersani year from OU and now works with Shannon in to buy tons of dress/business clothes. Also,
Year: Sophomore NY. FD hadn’t even posted they were looking the fact that my internship is paid is a major
Interning with: FD, a for interns yet, but Alexandra and Shannon bonus. I don’t have to worry about getting
crisis communication gave my resume to two different people in another job; I can just be paid to do what I
PR firm that gives Chicago. I got a call a month later that they love!
consulting to businesses would like to interview me for their Corporate Nicole: Yes, new wardrobe is a perk! Also,
for financial support, I am excited to be meeting with new PR
reputation counsel, B2B Communications intern.
3. What are your thoughts on entering the professionals and being close enough to
communication, and meet up with other professionals I know
other situations. “real world” this summer?
Where: Chicago Rose: I’m excited and super nervous! It is in the city. This is also a paid internship--it
Full-time job. not like classes where I can just skip one if wont be as much money as my waitress job I
As a Corporate I’m not feeling well. I’ll be working with real usually have in the summer, but it’s still better
Communications intern, I will be creating media clients and having huge responsibilities. I am because it’s in PR and the city!
lists and press releases, researching news excited though because this is what I want to 7. Main reason for choosing to spend
business and presentation designs. do with my life, this is who I am going to be summer behind a desk?
once I graduate. It’s really exciting to get the Andrea: Experience! I want to get into the
Name: Andrea Harless Journalism school this year and I really wanted
Year: Sophomore chance to experience it before I am thrown into
Interning with: it completely. something solid to show my commitment.
Physicians Marketing Andrea: The number one thing that I am It’s also something that will give me tons of
internship with thinking about is the long days I’ll experience. writing samples and first hand event planning
Nationwide Children’s I love my sleep and waking up early is not my experience.
Hospital strong point. My position is 40 hours a week so Becca: Anyone would be crazy to pass up
Where: Columbus it’s like a real full time job. At the same time, I an internship with Humble TV; their work is
And the best part is. It am really excited that I will be doing something super cool and includes commercials for
is paid! productive. When you’re an intern, you are at IKEA, Starbursts and Captain Morgan, music
the bottom of the totem pole, but I will be doing videos for Muse and Passion Pit, as well as
things that are bigger than any job I’ve ever Continued on page 6
 PRSuccess
Identity crisis:
Job descriptions change as lines in industry cross
T
Grace naugle
he traditional public
relations pathway
is undergoing
change as the
landscape shapes to cater to
new mediums and audiences.
Two E.W. Scripps PR alumni,
Royce Workman ‘00, and Zach
Mason ‘02, both Public Relations
sequence graduates, currently
work in Interactive Marketing at
Nationwide Mutual Insurance in
Columbus. Both are witnessing
relationships and priorities change
for communication initiatives at
Nationwide.
Even though PR
professionals will always serve as
content builders, professionals are
now working more often with many
members of the marketing team to
package and interactively deliver
these messages. One way this
is happening is through Search
Engine Optimization (SEO), which
is the process of optimizing a
website in order for it to rank higher
in the organic search results within
search engines. SEO specialists
optimize their onsite content for
keywords that are important to
their company, and then work
to credit that content by building
links to their site from other sites,
which search engines recognize
as votes of confidence. When a
site is well organized, optimized or
targeted, has relevant keywords,
and garners many links from other
sites, it usually ranks higher (and
thus receives more visitors) when
someone searches for one of
those keywords.
Spring 2010
Mason serves as a Specialist
in Search Marketing for Nationwide,
where he works to creatively flag
core keywords that are important
to the company in order to rank the
website on popular engines such
as Bing and Google. One way
Mason does this is to “optimize”
press releases, making them
“smart” press releases filled with
interactive content and links.
The public relations
department serves as brand and
reputation managers of a company,
and when paired with interactive
“
Early professionals need to
continue learning and leveraging
ways to communicate messages
with new technology and forms of
communication
-2000 graduate Royce Workman
technology, the duo works to show
the brand in a positive light over
the web. Those in the PR industry
have to craft the message, while
the interactive helps to deliver that
message. Although this seems
skewed from the “traditional” PR
pathway, it just means that the jobs
are progressing with the evolution
of social media and consumer-
driven content. PR professionals
are realizing that consumers are
getting their news through other
places and not just through media
outlets.
Trends in the job industry
have adjusted to modified
messaging (via Twitter, Facebook
and blogging), but strategic
content is critical. Messages
have to be tailored to reach
specific audiences. Nationwide,
for example, tailors messages to
reach their different audiences
through many different interactive
platforms. As an Interactive
Planning Consultant, Royce works
to strategically decide which
interactive tactics to implement in
order to reach business objectives.
Interactive tactics consist of
mediums such as e-mail, social
”
media, search, display banners,
website and phone applications.
“Writing skills are as
important as ever. One of the most
important things is to be able to
sell ideas to leadership internally,”
said Workman. “Conveying a
strong message to leaders about
the opportunities interactive
technology can deliver is critical,”
said Royce.
The lines in marketing,
public relations and advertising
are blurring because the
audience is changing. Instead of
media dominated relationships,
companies are able to reach out
Page 5
to customers and provide content
over new mediums. The web is an
equalizer, and companies are now
able to form direct relationships
with the customers they are trying
to reach. In order to focus on your
consumer market, Workman said
“not to move the conversation to
where you are, but instead go to
where it is already taking place.
That’s what social media is all
about.” By identifying what the
consumer wants immediately,
professionals can convey
messages directly.
To current students,
Workman recommends building a
technical skill set but with business
acumen.
“Know how your company
makes money and how it provides
value to customers. Early
professionals need to continue
learning and leveraging ways
to communicate messages with
new technology and forms of
communication,” he said.
Marketing, public relations
and advertising are overlapping
and working together in order
to serve a consistent message
across the board to consumers.
Teamwork is as important as ever
because without a consistent
message, the company would be
missing opportunities to reach an
audience. Mason has advice for up
and coming graduates, and said
students should be “willing to learn
something new.”
“This is a very new industry
because it is changing and moving
fast. Think critically and don’t be
afraid to try something different,”
he said.
 PRSuccess Spring 2010 Page 6

WHAT NOT
TO WEAR
Summer intern edition
brittany lambert
As summer rolls around, it’s time for
interns to prepare their work ethic and their
wardrobe. Dressing professionally is almost
as important as acting professionally in a job
setting. Every workplace is different, so it is
important to feel the environment out as quickly
as possible. Remember, it is always better to be
overdressed than underdressed, especially on
the first day.
Women should not wear short skirts or
low cut shirts. You will not get a promotion or
a boyfriend; you will get a public indecency
charge. Spaghetti strap tank tops show too
much skin for the workplace; cover-up with a
cardigan or light jacket. Too much jewelry is
also a bad thing. Use a “Rule of Seven” when
deciding what constitutes too much; don’t wear
more than seven pieces of jewelry, counting
each earring as one piece. Also, do not wear
loud jewelry such as multiple metal bracelets.
As for footwear, flip flops are not appropriate for
most work environments. If open toed shoes are
allowed, try a two inch open-toed heel instead.
Men should not wear baggy pants to
work; nobody wants to see your SpongeBob
SquarePants boxers, it is completely
inappropriate. Tennis shoes and “mandals” (ugly
sandals for men) are also inappropriate. Dress
pants paired with a golf shirt or a button-up shirt
are usually dressy enough for most workplaces.
The biggest rule for men to remember is that if
your shirt is tucked in then you need a belt. If
you are wearing a belt then it should match the
color of your shoes.
For both men and women, tattoos and
facial piercings are not acceptable and need
to be covered or removed before entering the
workplace. If your office has casual Fridays,
take advantage of it, but make sure you are not
too casual. Jeans and t-shirts are almost never
accepted in a work environment.
Internships are required for JSchool kids,
so we are all going to go through the stress of
looking for them. Having the right wardrobe
can take away some of the first day worries.
Look to co-workers when in doubt about what
is acceptable to wear. Don’t be scared to ask
questions. Following these rules, and you will be
dressed to impress and always look professional
for your internship.

Continued from page 4
a lot more. It has a great artsy/edgy vibe and
being that it is a smaller production company,
I feel like I will be able to be more hands on
than at other internships. This summer I’ll be
interning with marketing as well as being a
production assistant for shoots in the city.
8. Be honest- what will you miss most
about summer?
Nicole: I will miss sleeping in to at least 10
a.m., rolling into work around 11 a.m. and
being done by 3 p.m. Instead, this summer I
will probably be catching the 7 or 8 a.m. train
and will not be back home until around 6 p.m.
Rose: Lazy days with my best friend. No,
swimming or just sitting outside reading; that
is what I’ll miss the most.
9. Something that will help get you through
your long work days:
Nicole: Facebook and texting my friends. Also,
lunch dates with my family and friends in the city.
I hope I can listen to music at my desk too.
Andrea: This is going to be really random but
something that always gets me through long
days is a sugary drink. I am obsessed with
smoothies, so I will definitely be looking for a
good smoothie place in Columbus to get my fix.
10. One piece of advice to underclassmen
who didn’t get internships or will be looking
for them in the future:
Becca: Make connections and apply, apply,
apply. Most companies are more than excited
to get interns, so it’s just about getting out there
and applying to any and all internships that
interest you. No matter the type of company,
great experience can be obtained from most
businesses, and if it doesn’t work out, it’s just
one more thing to add to your resume. Don’t
be humble and sell yourself.
Rose: Don’t be afraid to completely be
yourself on an interview. Express what you’re
passionate about and don’t just give them
answers that you think they’re looking for.
Nicole: Don’t give up. I didn’t get my non-
profit internship until after summer had
already started, and I think that even though it
was small and not paid, it was worth it.
Andrea: Don’t think that something is too far
fetched for you to get...just try! I came so
close to just stopping mid-application and not
even bothering to apply thinking it was a long
shot. Just take the chance. There is no way to
know unless you try.
(Compiled by Anna Luczkow)
 PRSuccess Spring 2010 Page 7

Environmentally friendly PR gains popularity

alyssa albertone
With a degree in public relations comes
a myriad of jobs to choose from. Among the
newer and expanding job fields is something
called “Green PR.” From the name, it is easy
to guess what a job in this field would entail:
environmentally friendly public relations.
Practicing green public relations can
be done in various ways. One example of
green PR is working for a company that is
in the business of sustainability. Through
environmentally friendly methods, such as
web-based press releases and social media
involvement, public relations practitioners can
promote the business of “green” companies
in ways that complement the ideals of the
company.
Earth Month and Earth Day act as a way
to promote the environmental movement for a
short period of time. If saving the environment
is of interest to any one, green public relations
is a great way to get experience in promoting
this great cause. The goal of green public
relations is to spread awareness of the changing
environment and work to do something about it.
Another way to get involved in green public
relations is to implement environmentally friendly
strategies for companies. One such company is
Wilson Communicates LLC, owned by Sandy
Wilson.
“It’s as simple as tasking your staff to
reuse, repair, recycle and as complicated as
calculating your corporate carbon footprint and
employing appropriate strategies to reduce and/
or offset the damage through carbon credits,
renewable energy and reforestation programs,”
according to Wilson’s website.
Wilson Communicates specializes in
providing public relations virtually, through
outlets like Twitter and Facebook. Wilson also
promotes keeping things electronic so as to not
promote deforestation through the use of
unnecessary paper. A major aspect of green
public relations involves maintaining a strong
online presence.
The green movement has been gaining
momentum in the past few years and public
relations have the potential to play a pivotal
role. With a passion for the environment and
a background in communications, a career
saving the environment can be achieved.
As the first generation to grow up
using computers, students today have an
advantage in green public relations. Students
today understand computers and, most
importantly, social media better than the
professionals who have had more experience
in the field. Armed with these skills, current
public relations students have the potential
to really take hold of this movement and
perpetuate it to make a difference in the world
we live in today.

Continued from page 1

Winter Olympics. Eaton gave a unique look at which in turn brought more perspective to the they see.”
sports PR, stressing that when working for the discussion. One of the most important things Bartman, one of only two freshmen to
Olympic Committee having contingency plans the panelists stressed was that media pitches attend got a leg up when it comes to learning
in important, even if you never use them. He must be targeted. Gathering background about PR. “Attending the agency tours and
also said that rather than immediately asking information is beneficial, as well as following up PaRtners conference gave me the opportunity
questions when given an assignment, it is with a phone call and/or e-mail. to get an early start into understanding public
important to do your best to find the answers on Another highlight was the ‘Brand You’ relations. As a freshman, I don’t really get the
your own, before be critiqued, or asking for help. presentation by social media strategist Nate chance to take many classes in my major, so

“
Ali Myers, OU PRSSA President, getting to experience public relations in
sees major opportunities in the PaRtners the real world is so beneficial,” Bartman
Conference, for networking opportunities Not only do agency tours give said.
and representing chapters’ talents. PRSSA President Ali Myers
“PaRtners Conference has so students a chance to see what it is stressed the importance of touring and
many advantages to attending. You like in the professional world, but it networking with industry professionals.
get to listen to great speakers and “Not only do agency tours give
panels, participate is a challenge, and also gives them a chance to network. students a chance to see what it is like in

”
network with professionals as well as the professional world, but it also gives
other students. All of the chapters in - Ali Myers, Junior them a chance to network with those
attendance are a part of the Central professionals. It is a great opportunity to
Ohio region, and it is so important to get to Riggs. His presentation detailed 13 things you see what the atmosphere of a public relations
know those people because you could be can do to build your own brand. These steps agency is like,” Myers said. “It is very important
collaborating with them in the future,” Myers included blogging, tweeting and selecting the to know the atmosphere of a place you’re
said. “It is particularly important for OU PRSSA right niche networks to channel your message. going to work before you start working there.
members to go, because we often are unable to “Nate Riggs gave a spectacular Sometimes a person doesn’t mesh with a certain
attend other Central Ohio activities due to the presentation about using social media and kind of agency, and if that is the case it would be
distance. Since PaRtners Conference is on a other outlets to advertise your image and a good thing to know before you even started
weekend, many of our members were able to go qualifications. As soon as I got home, I created working there- which is what these agency tours
showcase our talents and prove that our chapter a Twitter, LinkedIn, and Blogger account,” allow us to do.”
is a hard-working one.” freshman Heather Bartman said. “Now, if I Overall, the weekend was successful, with
Also on hand was a panel discussion apply for a position and the company wants to students gaining experience from multiple fields
on media relations. The panel included know more about me, the can literally find me of PR as well as networking with professionals
professionals from all aspects of journalism, in a Google search and I am in control of what and fellow students from Central Ohio.
 PRSuccess Spring 2010 Page 8

Internships provide valuable experience

Grads and students weigh
in with best practices

A
ashley showen
s summer quickly approaches, support assistant
many students are getting ready at Fidelity Voice
to dive into their first internships. and Data and 2009
On-the-job experience through graduate of the E.W.
interning is not only required for all journalism Scripps School of
students to complete at Ohio University, but it Journalism, said she
is also a way to gain valuable experience in the wishes she would
field before graduation. have kept better
In today’s economy, jobs are a rare track of the projects
commodity; therefore, it is even more important she worked on in her
than ever to make a memorable impression at internships.
an internship. After all, the people who supervise “If I could
interns will likely be their connection post- do it over, I would
graduate jobs. have kept track of
A first internship can seem intimidating and absolutely everything
‘Ello Govna Internships are not only required for all Jschool students, but
overwhelming, but after the initial adjustment I worked on, and hands-on experience is also a way to gain valuable experience in the field.
period into a new work environment, internships kept note of projects Above, John Tyler, Governor Ted Strickland, Natalie LaConte and Morgan
are a blast. or initiatives I had Lyles pose after LaConte interviewed the Governor for her internship at
Going into an internship, one of the my hand in. It would Ohio’s College of Education (Photo courtesy of Natalie LaConte).
most important things to remember is to be have made it easier
professional. According to Jessica Duffield, to compile things
account representative in the marketing and later,” she said. other problems you may run into so that you’re
public affairs department at the Charleston Additionally, while it is important to ask as respectful of your bosses time as possible.”
Area Medical Center in Charleston, WV, questions in order to make sure projects and On the other hand, as members of a
professionalism is key. assignments are done correctly, it is also generation that is well versed in new media
“Treat it like a real job—you never know important to be respectful of the supervisor’s and technology, interns can be invaluable to
when you might have the opportunity to be hired time. companies and can offer a great deal of insight.
back,” Duffield said. “PR students need to realize that the “Don’t be afraid to speak up,” said
Andrea Teggart, a junior public relations primary reason most organizations bring on Samantha Browning, junior public relations
major who interned with the Muscular Dystrophy interns isn’t out of the goodness of their own major and current PR intern with the Empower
Association in Washington, D.C. and SBC heart, it’s to bring on people to contribute to their Campaign. “Even if your supervisor doesn’t
think your idea is as awesome as you do, they
Advertising in Columbus, said that networking overall mission,” said 2009 Scripps graduate will remember you as an intern who is actively
with coworkers and supervisors is essential. Aaron Baer, who now works for the Center of involved.”
“Get to know everyone! It’s so easy to stick Arizona Policy as the communications director. Of course, the main thing to keep in
to yourself and just get your work done. Network “This means having to deal with intern issues mind during a summer internship is to have
with people during working interning hours,” she every five minutes isn’t something they want to fun. Working as an intern in an industry that
said. deal with. So when you’re working on a project is growing so quickly and morphing rapidly is
During most internships an intern will work and you realize you have a bunch of questions, fascinating, and the possibilities for learning are
on many different projects. Natalie LaConte, write them all down first and think through any endless.

PRSuccess Editor-in-chief: Heather Farr

Editors: Alyssa Albertone,
Allison Arnold, Nicole Bersani,
Nina Bressau, Sarah Eksi,
Andrea Harless, Sarah Maloy,
Hugh M. Culbertson Chapter Advisor: Michelle Honald Grace Naugle, Ashley Showen,
Ohio University PRSSA Kellie Snyder, Alexis Sweet,
Spring 2010 Edition Annie White
 PRSuccess Spring 2010 Page 9

JSchool prepares for 2012 restructure

Lexi sweet
The 2012-2013 school year
will be a time of great change for the
students in the E.W. Scripps School
of Journalism. Not only will Ohio
University as a whole be switching
from quarters to semesters, but the
entire journalism school will also be
restructuring.
Instead of having sequences,
the journalism school will be
divided into two different tracks.
The News and Information track
will be a combination of online,
broadcast, magazine, and news
writing and editing. The Strategic
Communication track will be a
combination of advertising and
public relations. Within these
tracks, students will take a total of
12 courses; four courses each in
three columns of core, track and
elective categories.
Currently there are seven
courses in the journalism core,
so the faculty had to decide how
to consolidate seven into four,
and according to Bob Stewart,
associate director of the School
of Journalism, what they came up
with was “actually quite amazing.”
The first course will be a Journalism
101 type course; however, there
will be less focus on the history
of media, and more emphasis on
the future of media. The second
course will be a cross-platform
reporting class, which is currently
taught at the 200-level but will now
be at the 100-level. According to
Stewart, this second class will be
“news-writing on steroids,” and will
contain elements of news writing,
information gathering and grammar.
Since grammar will be included with
this new course, there will no longer
be a Precision Language class. The
final two courses of the core will be
Media Law and Ethics, which will
both be taught at the 200-level.
The track classes will be
three classes plus a capstone class.
For a strategic communication
student, these three classes will
be a combination of 250/270, the
introduction courses to advertising
and public relations, a writing class
and a research and theory class.
The goal of the capstone class is to
create something across different
media platforms. Stewart says this
capstone class is “a senior level
kind of experience, so very high
end.”
The electives are completely
up to the student based on his or
her interests. The electives can be
from any track, or Vis-Com and/or
Media Arts and Studies.
For students in transition,
those starting on quarters but ending
on semesters, there is no need
to worry about graduation. These
students will be on what Stewart
called “customized programming,”
which means that anyone who
begins on sequences will end on
tracks in a plan that will be laid out
individually or the student could
see this as an opportunity to try
out some of the new programming
opportunities. said it is especially exciting from his
Stewart says his biggest
concern is that students get the
education that they came to Scripps
to get. However, he also stipulates,
“there is a huge effort at the
university, and I think in the school
too, to get students graduated in
four years, so there will be flexibility.
I promise you that.”
Freshman Gina Mussio, a
Scripps student studying magazine
journalism, said, “It does kind of
bother me that many of the currently
required classes for journalism will
be cut or combined and not count
for much after the switch, but I think
the faculty are working really hard
to make the transition easier so
seniors can still graduate on time.
It seems like they will really cushion
the blow of quarters to semesters.”
She does, however,
understand that it is a necessary
switch in order to keep up to
date with all of the changes the
journalism field as a whole is going
through, and she thinks it makes
sense to pair it with the switch to
semesters.
This plan has been faculty-
driven the whole way, which will be
vital in the implementation. Stewart
standpoint because it means that
they understand the curriculum and
what needs to be done to implement
it successfully.
Although not all details have
been completely worked out, the
structure is in place and that is a
very important part of restructuring.
As Stewart said, “It’s kind of like
looking at Google Earth and seeing
things from 30,000 feet - you can
kind of see it, but you can’t see
the people. You can see the cars
sometimes but you can’t see the
people. By the end of the term we
have to get the people into the
frame.”

Continued from page 2
like that too. We’re all crazy PR
students, remember? But after
talking with a few graduating
seniors and learning of their
own fear of taking jobs that will
take them away from home and
throw them into the unknown, I
can’t help but think about how
exciting an opportunity like this
could be.
I will always advocate
for trying new things because
I chose to dive head first into
my college career not knowing
a soul on this campus, and I’ve
never looked back. Do not let
the fear of uncertainty get the
best of you: take that big-city
internship; move to a new place
without the promise of a job
awaiting you; chance rejection
and put yourself out there!
It’s always better to regret
something you have done then
something you haven’t, so don’t
let a chance for something
wonderful to pass you by. The
rest of us JKids will be here
to support you if you fall; we
promise.
Letter from the editor:
I’d just like to take a minute, or a 1/4 page section, rather, to
give a huge “thank you” to everyone who has helped make this
year’s PR Success a piece of work that our chapter can be proud of
and something that our school can hold in high regard.
To the writers and the editors: you guys rock! It never ceases
to amaze me how far a Scripps kid will go to help out or to make
a story that much better. To a wonderful advisor, Michelle Honald:
thank you so much for all of your help and for putting up with me
all year! We couldn’t have been a “PR success” without you. To the
professionals: you are one of our greatest resources and one of the
main reasons that I am proud to be a bobcat. To the PR stars: I love
you for the over-achieving, high-reaching, never sleeping lunatics
that you are; without you, what would we have to write about?
A lot of work goes in to each and every one of these issues.
With that being said, your loyalty is truly appreciated and I hope
you’ve learned something. It’s been real!
Heather Farr
PRSuccess Spring 2010 Page 10

Myers says goodbye, Spellman says hello

Current and future chapter presidents share thoughts about future
Kelsey spellman
From Me to You This year, each executive board member has
spent spring quarter training the member that is to take his or
her position on next year’s excutive board so that the transition
between boards will be a smooth one. By the end of the year,
Kelsey Spellman (right) will be trained and ready to take the
position of president from Ali Myers (left).
Ali myers
It has been a pleasure to serve as the president of PRSSA for the 2009-2010
school year. I have met so many people and learned so much through this organization.
There are a countless number of memories I have gained through this experience.
National Conference in San Diego, beating Ad Club at kickball (again), Columbus
agency tours, The Office video, the Halloween scavenger hunt and getting to see all of
your lovely faces every Monday are just a few of the things I will never forget.
I am so excited for our chapter next school year. Kelsey is a natural born leader
and I know that our organization is in great hands. The incoming executive board is
a very hardworking group, and I can’t wait to see how they continue our chapter’s
success.
Thank you so much to all of the active members that came to every meeting
and event. Although we barely had meetings pulled together at times, your attendance
and participation made them work. I appreciate all of your hard work and I thank you
for letting me serve our chapter! Best of luck to the new executive board, you guys will
do great!
First, I can’t express how excited I am for this upcoming year and all the great
opportunities that there are for our members.
As always, there will be an amazing National Conference held in Washington
D.C. in October that I highly encourage all current and future members to attend. Also,
I’m looking forward to planning a spring networking trip to a big city. I really believe that
our members can and do benefit from agency tours and a networking trip will be highly
valuable to our members during the upcoming year.
I also look forward to strengthening our alumni and member relations. I look
to improve upon our already strong mentor/mentee program with more activities and
events to create a closer, more developed chapter. I also want to make sure that our
members feel they have an open line of communication between fellow members and
all the awesome Bobcat alumni that are always willing to lend out a helping hand.
Finally, I cannot wait to bring our members even more amazing speakers to
present to our chapter. Networking is such an integral part to our profession that it
is my goal to make sure that our members are exposed to as many facets of public
relations as possible.
I am so excited for this year and I hope you all are ready for one amazing ride!
I’ll see you all in the fall!

Speaker Spotlight
Who: Dr. Steve Iseman, APR
Spoke on: Monday, May 24
About: Dr. Iseman is a professor of
Communications Arts/Public Relations and
Director of the Public Relations Program at
Ohio Northern University. He has been a
faculty advisor for Ohio Northern’s award
winning PRSSA chapter since 1993.
Iseman has served on numerous Central
Ohio PRSA committees and is a past president
of the chapter, among other things. Prior to
moving to the classroom, Iseman spent 20
years in the PR field.
Describes himself as: “An ordinary fellow with
extraordinary luck.”
His alma mater: Ohio University
Thoughts on attending PRSSA National
Conference: “I’ve never had a student who hasn’t
said that attending was one of the best things they
did. You meet so many people and you get to go
somewhere with 1,000 or more people who are
interested in the same thing as you. You’ll start off
your professional life with a huge network.”
Advice to graduates: Getting into PRSA after
college is the greatest investment you can make.
In terms of your career resources, I don’t believe
that there is a better one.