PRSSA National Conference: Student-run PR Firms

While in San Diego for the PRSA 2009 International Conference, of which BurrellesLuce is a sponsor, I went over to the PRSSA National Conference and sat-in on the Student-run Firm Workshop. Nick Lucido, PRSSA National vice president of professional development and University of Michigan student, moderated the session. 

Mark Mahoney, senior communications specialist for Kohler, kicked off the session by introducing a national collegiate marketing competition for Save Water America. The competition ...

requires the chapter/student-run firm to respond to a request for proposal (RFP) and develop an executive proposal outlining a marketing and public relations plan and budget. They will receive money and supplies to execute their marketing plan and will be judged on several criteria including creativity, media value, attendees, and local product sales.

The top team wins $10,000 worth of water-conserving products for their school, an all-expense paid trip to Kohler headquarters with roundtable executive meeting, and water conservation products for each team member. First and second runners-up will also receive water conservation products for their school and team members.

Following Mahoney’s presentation of the national collegiate challenge, Lucido opened the floor to a Q&A session with the student panel, which consisted of:

Kaitlyn Darr, University of Georgia

Emilie O’Toole, Boston University

Erin Phillips, Rowan University

Regina Pena, University of Alabama

These students’ knowledge of public relations and media relations is extraordinary. Having worked at a PR agency myself, the advice the student panel gave on agency life and activities was spot on – if I hadn’t known these were students, I’d have thought I was listening to a panel of PR pros!

These student-run PR firms are not just theoretical; they have real clients, do real hands-on work, and gain real world experience. Many have even gone through the process of becoming nationally affiliated where they adhere to strict standards which include the PRSA Code of Ethics.  

The session wrapped up with a faculty member declaring that she has seen cases where students (who have been active in a student-run firm) have been hired for a position that called for 2-3 years experience (versus an internship or entry-level). After hearing and meeting some of these young about-to-be PR pros, I’d hire them in a heartbeat – would you?  How important do you think being involved in a student-run firm is to their future job prospects?

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