Roundtable connects PR professionals and students
By Lisa Schuelke
J Alumni News staff
Conversations faded as the timekeeper raised her voice to be heard over public relations students and mentors, drawing to a close the roundtable discussions sponsored by the Public Relations Student Society of America.
Students expressed disappointment as their time with mentors ran out. Local public relations practitioners led discussions on developing relationships with reporters, working with executive decision makers, discovering public relations career options, preventing crises and practicing within non-profit settings.
One PRSSA member, Andrea Fischer, said she was pleased with the roundtable discussions. "One thing that really helped was being able to apply what the professionals were talking about. I'm president of the Student Advisory Board for the journalism college, and we were in the middle of planning an event. I was able to talk to a professional event planner about our ideas and get some great advice from her on what our next steps should be."
Alumni mentors were also enthusiastic about the roundtables.
Molly Nance, senior communications director at the Nebraska Hospital Association, said, "I think students are benefiting because they're getting to talk to people who are in business doing a variety of public relations functions. So I think it was helpful so that students can see how a public relations degree is applied in different types of jobs."
Andrea Cranford agreed. "Outside of the obvious benefit of networking, I think students gain from hearing how professionals have handled specific situations. It should give students ideas and insight for planning their own careers," said Cranford, director of communications at the Nebraska Alumni Association.
At the suggestion of Phyllis Larsen, faculty adviser and assistant professor of advertising, PRSSA officers initiated the mentoring program in November 2002. Over time, Larsen has developed contacts with many public relations professionals. She was looking for a structured way to connect excellent role models with public relations students. The idea grew, and the mentoring program was born.
Students and mentors are encouraged to maintain the relationship for an indefinite period of time. Connections formed may benefit students beyond graduation and throughout their careers.
"I wanted to become a mentor because I did not have a mentor when I left college," Nance said. "And having now worked in some form of communications for the last 15 years, I learned a lot from a lot of mistakes. I like the idea of helping a student, getting to know a student and seeing if there might be some way I could help somebody who is new to communications and public relations."
Cranford pointed out another benefit: "I hope it's a confidence building experience."
Many College of Journalism and Mass Communications students planning to enter the public relations field joined the PRSSA mentoring program. They see various advantages in participating.
Christina Fechner, an advertising major with a public relations emphasis, explained that her mentoring partner has helped her increase her comfort level for interviews. She added, "My mentor is very knowledgeable and very open. We've discussed a lot of different things."
Fechner talked about activities she and her mentor, Joe Rowson, University of Nebraska assistant vice president and director of communications, have done. "He gave me a tour of his office. It was interesting because while I was there he had a reporter call and ask him some questions about whatever the big issue at the university was at that time. And then, last month we went out to lunch. I've been applying for jobs, so we talked about that."
PRSSA president Emily Rasmussen highlighted broad rewards. "The organization has opportunities to learn from people already in the profession. It helps keep interaction going between PRSA and PRSSA members."
Rasmussen networks with other student chapters via the PRSSA Web site. She said the UNL chapter is one of the few PRSSA chapters across the nation that offer a mentoring program. However, a number of other university chapters plan to introduce one for the 2003-2004 academic year. More than 200 student chapters exist nationwide.
"I'm really proud that we did this. Our organization has really grown and gained strength as a result of this program," Rasmussen declared.
Because this was the first year for the mentoring program, PRSSA leaders wanted the program to be manageable and limited its size to 25 pairs. Student participants completed a questionnaire detailing their career interests, which helped PRSSA officers and the faculty adviser match each participant with an appropriate mentor.
Larsen described the caliber of the mentors in the program. "These mentors are at the top of their profession or industry. Every single one of them is a strong role model. I'm really pleased with these people."
It's all about the students. Or is it? Early in the program, Larsen began to get messages from mentors. They talked about how much they were enjoying the experience. A number of mentors are J school graduates. Larsen believes alumni mentors gain a sense of giving back to the students, the school and the profession through the mentoring program.
Nance confirmed this. "I like participating. I thought it would be a way to help somebody develop skills and to make sure this is the career they want. I've enjoyed meeting my mentoring partner and being able to help her by offering her an internship. This also helps me feel like I'm giving back a little bit to the university."
But that's not all. Nance said conversations with her student partner have increased her awareness of the principles behind everything she does. She is more cognizant of goals and objectives behind a variety of her work activities. And she thinks that's a good thing.
Cranford also benefits from her mentoring experience. She works with a diverse age group at the Nebraska Alumni Association, so keeping in touch with students helps her stay up to date on the latest trends.
Although this program was designed to benefit public relations students, Larsen sees benefits for the college, also.
"I see it as a strong partnership. It keeps us connected with alumni," Larsen commented. "It's a very valuable thing for the college in terms of relationship building."
