During our chapter’s general body meeting on Monday, Feb. 23, JMU PRSSA got an inside look at just how stressful it can be communicating during a crisis situation. Dr. Hocke, Assistant Professor of Communication Studies here at JMU, led an interactive case study where a fictional fertilizer plant exploded, causing chaos, damage and risk in the surrounding community. We divided into four teams, each representing a different entity: the fertilizer plant, health and safety department, first responders, and the media. The fertilizer plant, health and safety department and first responder groups had to work together to communicate a cohesive statement to the public in a mock press conference, facilitated by the media group. We were encouraged by Dr. Hocke to use the principles of the CDC’s Crisis and Emergency Risk Communication (CERC) model to effectively and efficiently communicate to the public during the mock press conference. These principles include the skills to:
With these tools in hand, each group went to work structuring their statements, while sending representatives to other groups to figure out who should present what information and in what order. Each group got a real taste of stress and uncertainty as important updates on the situation kept coming in, even up to two minutes prior to the press conference. Groups had to adjust their statements multiple times before sending their spokesperson to speak during the conference. Once the press conference had taken place, my group, the health and safety department, was primarily focused on communicating strategies to keep the public safe from toxic substances. We promoted action by suggesting thosewho are within a 6 mile radius of the explosion to evacuate their homes, and urged other community members to close their windows and remain indoors. The fertilizer plant group made a statement expressing apologies and their ongoing efforts to investigating the cause of the explosion. The first responders strove to reassure the community that they are in good hands, and their members are on site, aiding the public and keeping everything under control. The media group created questions that grilled each group, trying to give the public proper information they need to stay safe. Despite the stress of the exercise, each team did a good job—according to Dr. Hocke. It’s safe to say we all have a better sense of what it takes to be a public relations representative in a crisis situation. By Emily Winter
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The nation’s capital is home to political scandals, judicial uproar and naturally some of the top PR agencies in the nation. Which is why JMU PRSSA decided to take a two-hour trek north to see, first-hand, what working in a politically surrounded PR agency would be like. Before sunrise on Friday, February 13, PRSSA members filed onto a charter bus that would take them to Washington, D.C. In D.C. they visited five agencies, thanks to the help of some wonderful JMU alumni that worked at them. These agencies included Adfero Group, Fleishman-Hillard, Edelman, Burson-Marstellar, and Golin. Each agency gave members insight and advice as to what it’s like to work at a PR agency in D.C. The agencies also gave members personal insight into some of their current campaigns. This insight included what they had already developed and strategies they are currently implementing. Not all of the campaigns were politically centered though. Fleishman-Hillard, for example, discussed their “That Guy” campaign for the Department of Defense. This campaign set out to reduce binge drinking among military personnel. The other agencies discussed some of their own top clients and campaigns, giving PRSSA members insider details on the operations behind their constant PR efforts. Members also learned about the different divisions that each of the PR agencies had. Some of these divisions included public affairs, crisis management, and digital and social media teams. Each division has separate tasks, suited for specific specialties that employees possessed. The digital and social team at Edelman included daily tasks like social listening and social media reporting. At Edelman, PRSSA members were shown the process of how their agency researches their clients on a daily basis and what tools they use to research. Although the divisions are separated in terms of the type of work they do, each agency emphasized the importance of cooperation across these divisions when working on campaigns. The trip also allowed members to hear about JMU alumnus’ personal experiences from JMU, and how it carried into their professional work at their agencies. Not only was it an opportunity to network with JMU alumni, but it was also an opportunity for JMU PRSSA members to bond with each other. Overall, it was a great and informative trip. On behalf of JMU PRSSA, thank you to Adfero Group, Fleishman-Hillard, Edelman, Burson-Marstellar, and Golin for allowing our organization to visit. By Becca Malzahn
By Ashley Branch PRSSA is a fun organization, we do a lot of activities to help prepare us for life in the professional field, but everyone lives for the agency visits. On Friday, Feb. 13, a group of 30-40 of us visited firms in D.C.- Adfero, FleishmanHillard, Edelman, Burson Marsteller and Golin. Adero and Golin are smaller offices, FleishmanHillard, Edelman and Burson Marteller are huge. Both have their pros and cons, but as we talked to former interns-turned-employees, they all gave us the same advice, in every single agency: experience is key. Most internships for agencies like the firms we visited use the internships as a preliminary hiring selection process. These internships are paid, 35-40 hours a week, and primarily looking for people who have already graduated. 95% of their employees come from these internships, with only 5% coming from an outside hiring process. Now, to be a good applicant for these internships after graduation, the firms want to see that you’ve done related work, and most importantly, previous internships. You need internships now to get internships later to get a job later, it’s all very stacked. If you’re like me, these visits are so exciting and informative but simultaneously panic-inducing; all of a sudden I’m so behind and I know I’ll never get a job because I don’t know how to do anything. However, the employees who spoke to us all told us a great way to get experience: they told us to go to businesses in town and offer to do PR for them. They get free PR, and you get experience. The great thing about this is that you will most likely work on your own time, which is great for busy students or those with jobs. The bottom line is to get out there so you can figure out what you need to work on and see what you like doing best, and you get time with a real client and add real work to your portfolio. So get out there! By Mary Kate Lorber At our last meeting on Feb. 2, we voted on a National Assembly Delegate and the updated by-laws. The National Assembly will be in Portland, Oregon in March, which consists of conferences with leaders of PRSSA from all over the United States. Congratulations to Allie Fonner who will be representing our chapter! The by-laws include important changes such as support for PRSSA national conference, creation of alumni advisory board, and the process of electing new officers. All of these changes have been approved by at least two-thirds of dues paying members; therefore, they are now active. Thanks to everyone who voted and make sure to attend our next meeting on Feb. 23! I had one major goal for my first semester of sophomore year: get accepted into the SCOM major at JMU. After months of hard work, the day had come, and I got my acceptance email. Along with the email came a link encouraging accepted students to get involved in the SCOM department. The first organization that caught my eye? You guessed it—PRSSA. Coming from a first-year’s point of view, our first meeting in PRSSA on Jan. 26, was inspiring and made me want to get involved immediately. I could not wait to join a committee and meet new people who were passionate about what I am passionate about. Being that I am in the advocacy studies concentration, rather than the public relations concentration, I had a few people ask why I wanted to become a member of PRSSA. A few weeks before the first meeting, I set up an appointment with Dr. Woo, the faculty advisor of the organization. I wanted to ask him what it was really all about and if there were other students who also were not PR majors. Dr. Woo made a statement that I will never forget. He said, “At the end of the day, regardless of your concentration, communication is communication.” That’s when I knew I wanted to test the waters and find out as much as I could about PR. After all, there is no downside to networking or to being open-minded. At the first meeting, we were handed flyers with a list of all of PRSSA’s events for the semester. We were also allowed to sign up for each event on separate clipboards—I signed up for just about everything. Executive members as well as veteran members of the club who were working on projects were introduced. We were spoken to by our advisors: our professional advisor Don Egle, and our professional advisor Dr. Woo. They then asked us to think about why we were there. As the meeting came to a close, we were given opportunities to talk to the members of the organization that had been highlighted earlier. After leaving Harrison and walking to my car, it became very clear to me why I joined PRSSA. I want to make the most out of my JMU experience, and I have a feeling that PRSSA will assist me in doing just that. By Sam D'Addario
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November 2017
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