Preparing Students for the Advertising and Public Relations World

One can agree that the public relations and advertising field is becoming highly competitive. Public relations and advertising firms are seeking more than just a bachelor's degree from college institutions. They are also seeking out applicants with previous or relatable experience in the field. This makes the hiring process a lot more challenging and raises the stakes for students who are preparing to graduate.

In order to prepare students for the "real world" of public relations and advertising, there should be hands-on experience to guide students in the proper direction. The real question is, what is our program here at CSUDH doing to prepare students in the Advertising/Public Relations major?

The department offers a COM 467 course called Integrated Communications Management that is taught by Professor Russo, who is also an alum of the CSUDH Communications program.

"This course allows students to conduct a critical analysis of Integrated Communications initiatives in the corporate, entertainment and additional arenas," COM instructor Chris Russo said. "Students learn how to identify strategic Integrated Communications skills while effectively understanding and using industry terms to analyze, prepare and describe Integrated Communications initiatives." This course gives students the chance to understand the variety of different career options available in Integrated Communications and related fields, as well as the qualifications necessary for this type of career or if students wish to continue their studies in graduate school.

In the COM 467 course, students are treated as if they are working for a real PR/Advertising firm. Attendance is treated as it would be in an actual PR/Advertising firm as well. This allows students to grasp the importance of being on time, if not early, and for such things as job interviews, events, class, etc.

Students also get a chance to apply for different positions like account planning/strategy, copywriters, art direction, event planning, media relations PR, community relations, social media strategist etc. They have to apply for three positions and be interviewed by their peers. After careful evaluations, the students are placed in the chosen position where they will work for the remainder of the semester.

Students also have the chance to come up with a campaign that is pitched in front of an actual client chosen by the professor. In this real-world format, students have to come together as a team with little assistance from the professor to collectively win over the potential client. This helps students learn the importance of working as a team player and teaches them the importance of overcoming resistance to ideas and meeting deadlines on assignments. This also gives students the chance to get a feel of what it is like to go up against other agencies to win over a client.

"I love the way [Russo] teaches!" AD/PR major Deborah Valiente said. "He teaches you like you're really working. You show up to work every day and work. I have learned how to use Excel sheets and the proper way to respond to emails. He also teaches the importance of arriving on time and beating resistance of finishing assignments on time or before the deadline. I feel like these little things has definitely prepared me for my current internship and has changed some of my work ethics at work."

Another way that CSUDH is preparing students would be through the on-campus internships that they offer through school organizations.

For example, Bill Deluca, who oversees the theatre and dance program, is taking students under his wing, allowing them to exercise their PR and advertising skills. Students have the chance to film and edit videos for social media use and post their content to social media accounts promoting shows and other footage.

The Rose Black Resource Center also provides internship opportunities for students. There, students can create new content, film and edit footage, and managing promotional content.

The Athletic Marketing Department also provides internships for students as well, allowing them to exercise their social media management skills and create content to inform other students about upcoming events.

"Everyone on campus needs PR/Advertising," said Internship Coordinator Lisa Mastramico, who also teaches the COM 496 Internship course for the Communication Department, "so there are plenty of opportunities to take advantage of especially for students who are graduating."

The PR/Advertising field has become competitive over the years and that's exactly why the COM Department continues to develop and implement new courses and opportunities that will prepare students for the challenges the field may bring.