Sky Temperato

MEJO 332

Reflection Essay

Working with Carolina for Amani this semester has been both an inspirational and

instructive learning experience. As my first public relations job, I developed an array of skills

that are fundamental to any public relations practitioner. Not only did I learn how to create

communications tools, but I also learned just how important these components are for an

organization. Before taking this course and working with a nonprofit, I was unaware of the large

significance writing had in a public relations job. However, as I begin looking for and applying

to internships, most of which require a writing test, I am becoming increasingly aware of how

this experience will help me in the real world when it comes to future work. I am now prepared

to write news releases, direct mail letters, communications audits and so much more.

As a Campus Y student-run organization, Carolina for Amani does not have its own

public relations practitioner among its members. This made the co-chairs quite hesitant when we

first met with them to discuss our responsibilities. However, as we continued to meet with them

and explain the benefits of our work, they became more receptive to our recommendations. The

most valuable part of this service-learning experience was seeing how my public relations skills

could truly help Carolina for Amani. When the co-chairs got excited about the fact sheets and

brochures we would be giving them, I knew what I was doing was important and appreciated.

However, the most challenging part of this service-learning experience was initially

convincing Carolina for Amani’s co-chairs that what we were doing was in fact important.

Although they are also students, I think they were initially apprehensive of our suggestions

because they did not believe they needed a group of public relations student interns to help
improve their organization’s communication. I found it difficult asking them what they wanted

us to do because I don’t think they knew. Similarly, the least valuable parts of this service-

learning experience were the initial meetings with my client because I was still unsure of what

my responsibilities were. Since I was unable to clearly convey what I was supposed to do for

them, I think they had difficulty asking me for specific material as well. However, once I better

understood the materials and their purposes these meetings became more productive.

In regards to its PR efforts, I would recommend that Carolina for Amani focus more on

external communication practices through its social media sites. Its social media has a lot of

potential for drawing other UNC students in and disseminating information about the

organization. However, its social media focuses on primarily internal communication and people

that come across the sites may not know what the organization does or why they should care. A

focus on external communication would help encourage more students to get involved in the

social justice issue in Kenya that Carolina for Amani raises money for.

I would recommend the Carolina Center for Public Service should schedule regular

meetings with organized goals in regards to having Carolina for Amani as a future APPLES

client or community partner. I believe both organizations would benefit from knowing the

specifics of each meeting, encouraging each organization to come prepared. This would make

the relationship between the two organizations most efficient and it would cut out the confusion

and miscommunication issues I initially experienced with Carolina for Amani.