What I learned in NYC

Throughout my time in NYC, I was able to meet and network with PR professionals in the industry. As a group of 13 students, we visited 9 different PR firms/ in-house departments. While listening to and talking with these different professionals I was able to learn so much more about PR and make lasting connections. Prior to our visits, I did research on each company and professional I visited. Doing this research prepared me to learn and ask specific questions. While on the trip I actively listened, and took notes on what was being taught. While listening to each person we met with, it reminded me of why I chose public relations in the first place. It also strengthened my interest and passion for PR. I learned 3 valuable PR lessons while listening to these professionals. The common theme throughout each visit was storytelling, continuous learning, and networking.

Storytelling is the most important role of a PR professional. We are here to tell a company’s story well enough for the audience to understand what we want them to know. To know how to tell a good story, we need to be reading other case studies and campaigns to see how it has previously been done. PR professionals need to know how to write. With the creation of social media, it opened up an opportunity for PR professionals to tell their story straight to the audience without having to go through a news source. It is still crucial to get attention in the news but we can also tell a company’s story through blog posts, tweets, Facebook post and Instagram posts.

After school ends, I will no longer be in a setting that forces me to learn. Which means, I need to actively be seeking ways to continue to learn new things. A lot of different people suggested reading books, watching webinars, reading case studies, researching different companies within the industry I am working, and almost every single person said to read the news. It is so important, especially in the public relations world, to be up to date on current events. We could use current events to play off in telling our company’s story or promoting our company. For example, Weber Shandwick knew that the total eclipse would be coming on Monday August 21st and they decided to use that event to promote their client, Royal Caribbean International. They did research on the eclipse and their client. They then came up with the idea to have Bonnie Tyler perform her song Total Eclipse of the Heart, during the eclipse, on a Royal Caribbean cruise line. Because they were up to date on current events, they were able to prepare for and create this event planned around the total eclipse. This is only one example of why it’s so important to be reading the news. It was suggested to read on book a month for a total of 12 by the end of the year. I want to take that challenge and read one book a month starting new.

There was an overall theme on the importance of networking. The thing that stuck out most to me was, the way to get a job is through someone you already know. You need to know the right people, so they can refer you to the hiring manager at the company you want to work for. Our professor Stephen Whyte is the perfect example of networking. His kindness is magnetic and everyone that meets him wants to be his friend. Because of the connections he has made, he was able to get 13 UVU PR students to meet with and learn from 9 different incredible PR companies. Networking is not just meeting someone and connecting with them on LinkedIn. You need to continue to strengthen relationships by staying in touch via messages, meetings, etc. I am grateful to have gone on this trip because I was able to expand my network and have great connections as I enter the world of public relations.

I will forever cherish the lessons I learned, people I met, and friendships I made. I could not be more proud to be a UVU wolverine and a member of the UVU PRSSA chapter. College is so awesome!

Thatcher + Co. visit

Follow me on Instagram to see my NY adventures. @jennakathryn