PR

Success
Chapter Newsletter
Hugh M. Culbertson Chapter Ohio University PRSSA Fall 2009 Edition

Where are they now? Alums talk life post-grad

A
Samantha Bartlett and not just take the easy road with them. I think classes because public relations corresponds so
s creatures of wonder, imagination
students really need to consider their interests, closely with business ideas and tasks.
and passion, humans often
even if it’s not related to PR or business and “Take accounting, even if people tell you
speculate about the future and
figure out a way, with their advisor, to make those it’s hard and you will hate it. No matter what
question themselves. One way in which a
courses work for specializations,” Prior advised. you intend to do with your journalism degree,
person can find assurance is to ask for advice
Steiner expressed something many have business and finance knowledge is critical. If
from peers, professors, parents and others who
heard before when she said, “The experience you are a typical Jschool student, it will not come

“
have been in the same position in the past. For
that you gain in internships, at OU and through easy. After all, rising to the occasion is what we
students with the hope of one day pursuing
PRSSA is do best,” Matson
an occupation in public relations, it is most
something ...it’s obvious when you apply said.
beneficial to talk to alumni who were recently
that isn’t Prior is
in the same place to see how their lives have
seen at other for internships that people currently living
changed as well as to receive words of wisdom.
colleges. Ohio know and respect you because in Cleveland, is

Four 2009 graduates of the E.W. Scripps
University
School of Journalism, April Prior, Anatasia
is one of the you’re a bobcat.
Pronin, Cari Steiner and Paul Matson have
best places
graciously bestowed their knowledge to current
that you could -Cari Steiner, 2009 graduate
Public Relations Student Society of America
have chosen to
members. All four alumni majored in public
go to school, and it’s obvious when you apply
relations and were involved in PRSSA. Prior had
for internships that people know and respect
specializations in business and political science,
you because you’re a Bobcat.”
Pronin had specializations in business and Looking back on her time at Ohio
English, Steiner had specializations in French
University, Pronin said she would have taken
and marketing, and Matson had specializations
additional business and finance courses beyond
in marketing and sociology. Prior had specific
the scope of the business minor offered at
advice regarding specializations: “I think it’s
OU. “I would have possibly double-majored in
important to really think about your specialization
journalism/finance,” Pronin said. Wall Street; Pronin interned at this company the
Many colleges across the
Inside this edition nation offer public relations in
their business colleges rather than
PR Industry: profiting in recession?___ 2 journalism schools. Therefore, it
True Life: “I’m a JSchool kid!”________ 3 is always debatable as to what
All about the PACE program_________3 students should be studying. Past
Internship spotlight________________ 4 professionals who have come to
“What I wish I’d known...”___________ 5 speak at PRSSA, as well as past
J370: What’s the point?_____________6 graduates and professors, have all
told students that they think it would
ImPRessions spotlight______________7
be beneficial to take more business
Meet the ‘09-’10 execs_____________ 8
”
recently engaged,
and is working as a
marketing assistant
for Positively
Cleveland. She did
not see herself
working or living in Cleveland, but she
enjoys her job and Cleveland. “I also think the
attitude and atmosphere of an organization is
extremely important rather than just the job title,”
Prior said. Pronin currently lives in Manhattan
and works at Financial Dynamics, a financial
communications/investor relations firm near
summer before her senior year. Steiner works at
Fleishman-Hillard in Cleveland as an assistant
account executive. Matson is currently working
at Weber Shandwick in Chicago, but after
graduation worked at a public relations firm in
Columbus, Northlich.
All four recent Bobcat graduates are
learning new things everyday and are enjoying
their time with their new lives, but miss Athens
greatly. Although none of them would change
their experiences at Ohio University, they do
Continued on page 4
 PRSuccess
ImPRessions works towards National Affiliation
Making an impression Senior Janelle
Huelsman, CEO of ImPRessions, has been the
main advocate for the importance of national
affliliation. Above, Huelsman informs PRSSA
members about upcoming ImPRessions events
(Photo by Anna Luczkow).
Economy affects all aspects of PR industry
Alyssa Albertone
As the economy begins its climb back
upward, consumers continue to feel the
effects of the recession. In the past year,
consumers’ entire spending habits have
drastically changed. In a story published in
a January issue of Adweek, Noreen O’Leary
addressed consumer spending habits.
According to her research, “Americans – who
in recent years have had negative savings
rates – are expected to flip those patterns with
Goldman Sachs now saying the US savings
rate could be as high as 6% to 10% this
year.” Since public relations relies heavily on
the consumer, agencies are being forced to
innovate and to get creative about promoting
products and forging customer relationships.
The economy has affected both what
consumers decide to buy and how they
actually purchase those items. A steady
Fall 2009
Anne Cummings
ImPRessions, the student-run public
relations firm on campus, plans to obtain Public
Relations Student Society of America national
affiliation by the end of this quarter. PRSSA
recognizes top student-run firms around the
country through the affiliation and membership
is prestigious and difficult to achieve. All firms
must undergo an application process and work
to maintain a relationship between PRSSA and
the PR firms on college campuses.
ImPRessions at Ohio University has
110 members serving nine clients, including
national client Bob Evans. Other clients
include the College Book Store, Backdrop
Magazine and non-profit organizations such
as The Athens Humane Society and Empower.
ImPRessions Chief Executive Officer, senior
Janelle Huelsman, hopes ImPRessions will
be eligible for the Teahan award given to the
best student-run firm after becoming nationally
affiliated.
“Not only will we be recognized as one of
the nation’s best and most dedicated student-
run firms, but opportunities for student-run firms
that come from PRSSA’s national headquarters
are typically only offered to firms that have
National Affiliation. This includes opportunities
increase in online consumerism has made
social media increasingly important. One of
the first steps in reaching targets is to optimize
social media content and outlets. With user-
friendly content, the consumer is able to find
a company’s product more easily, which then
allows consumers to effectively do the research
necessary to assist in finalizing their spending
decisions. Improved social media also aids
journalists when they are conducting their own
research on products to write about and promote.
Social media is not the only important factor
in the business. Giving customers an incentive
is also a key to success. The recession gives
public relations a reason to get creative about
catching the interest of customers. For example,
some restaurants have started adopting the idea
of a bailout. In the evenings, the restaurant
will choose a table at random to “bailout.” The
customers at the chosen table then receive their
Page 2
to add more national clients to our roster, too,”
Huelsman said.
According to junior Grace Naugle, one
of the two Account Executives for the Up Til’
Dawn account, ImPRessions has been taking
steps in order to gain national affiliation, such
as adding new contracts that the client, account
supervisor, account executive(s) and account
associates, or members, have to sign to be
part of the account.
“I think that this is a really positive thing
for ImPRessions. We had to sign contracts
this year and I feel like it is more organized
because we know what steps we have to take
and when we have to take them. I feel like it is
bringing PRSSA and ImPRessions together in a
beneficial way,” Naugle said.
Huelsman sees positive things in
ImPRessions’ future and hopes recognition will
be earned through National Affiliation.
“I hope in addition to obtaining PRSSA
national affiliation, ImPRessions continues
to focus on the benefits of working with local
businesses and student organizations, too,”
Huelsman said, “ImPRessions is a service
organization and I hope our students are
recognized for all the time and effort they put
into such great public relations campaigns.”
meal for free, with the exception of alcoholic
beverages. This idea can also be applied to
industries other than the food industry. Some
companies give away free merchandise,
extend payment plans, or even forgive the
interest a customer owes.
In a time of economic recession, many
people are struggling to find happiness. To give
customers a little push in the right direction,
Morgans Hotel Group throws various themed,
anti-recession parties. They create something
fun that allows people to get together and
escape reality for a little while, in order to lift
their spirits. In addition to lifting spirits, some
companies take stress off the customer. By
evaluating and adjusting return policies and
payment plans, the stress a customer feels
when deciding to purchase a product can be
significantly reduced.
Continued on page 6
PRSuccess
C ol u m n
True Life:
“I’m a JSchool Kid”
by Maddie Stevens
Let’s face it: if you’re reading this, you’ve
probably had a spaz-out session at least once
over the beginning of the quarter. As journalism
majors, we are all prone to at least one of these,
whether it is because of the enormous amount
of work you’ve been handed or your insanely
busy schedule. This is because we are all cut
from the same overachieving, dedicated, hard-
working and sometimes neurotic cloth.
As a junior PR major in the E.W. Scripps
School of Journalism, I can attest to this. Over
my three years here I’ve been lucky enough
to befriend many others in PRSSA and the
Scripps school, and we all have one thing
in common: we’re nuts. Now, don’t get me
wrong, the level of craziness definitely varies,
but through my experience thus far I have
come to the conclusion that while we are all
awesome students and are already well on our
way to successful careers in communications,
we all have a tendency to freak out.
These freak-outs are what spurred me
to write this column, because I know how
it feels to be a freshman in Scripps and be
overwhelmed with all we are thrown. Juggling
classes, meetings, work, friends and, if you’re
lucky, time to breathe becomes a stunt that is
enough to leave you reeling. Jeez, I’m in my
third year of college, and I still feel this way!
Finding an internship is just another scribble
to add into our already overflowing planners,
and don’t even mention keeping up a blog or
my Twitter account: it’s hard enough to keep
up with my Facebook comments! We’re all
encouraged to get involved, get good grades
and get moving on building our resumes, but
where does that leave time for getting sleep?!
Because of a JKid’s tendency to take on
more than he or she can handle and strive to
be the best at each of those responsibilities,
it is easy to get wrapped up in our schedules,
paving the way for all of our frustrations to
come rumbling out in an anxiety attack that
causes our roommates or parents to think
Continued on page 6
Fall 2009 Page 3
PACE offers students experience and paycheck
Rachel Csaszar
Public relations jobs like Scott’s are
The E.W Scripps School of Journalism common PACE positions around campus, and
gives students information about the latest many public relations majors are employed
internships and jobs outside of Athens through through the program. The application process
emails and Scripps Notes. Yet, for many begins by logging on to the Financial Aid website
students, it is difficult to commit time over the and selecting the Employment tab which leads
summer to an unpaid internship or to a full-time to the PACE page. Important dates are included
paid position at a job that does not include one’s on the website, such as application deadlines
chosen major. Luckily, there is another option, and interview times. The program gives students
and it is all thanks to the PACE program. the ability to squeeze in professional experience
The Program to Aid Career Experience, while also working toward a degree. As all
or PACE, is a program that was started in the journalism majors know, experience is one of the
mid-1980’s. According to Melissa Van Meter, most important parts of a thorough education.
the current PACE director, the program was For many students, the Program to Aid
started in an effort to create jobs on campus Career Experience is an excellent choice. Devin
for students that would incorporate any chosen Hughes, a junior PR major who works for the
profession, thanks to a private donation to the Ohio University College of Education, said, “My
university. Employers on campus can apply PACE experience has been amazing. I get to
to be funded by the program. The employers’ write press releases, operate our Twitter and
applications are reviewed by a committee and Facebook, cover events, update our Web site...
the positions are opened up to students. From all things I love doing anyway, and somehow,
there, students can apply online for the position thanks to PACE, I get paid to do it.”
that interests them most.
Currently, around 300
students are employed by the PACE
program, and in the past the number
has been as high as five-hundred.
There are PACE positions in nearly
every college and department
of the University, which makes
for a substantial internship-like
experience. Van Meter believes the
program is a success because of the
employers, “Specifically because
first they create a position, and
they keep in mind what will benefit
the student. Then they really act as
mentors and help the students go on
to work in the field they are providing
for them.”
Bethany Scott, a sophomore
public relations major, is a
student writer for the University
Communications and Marketing
department.
“It’s great because I get Setting the pace Many journalism students
intern experience in a somewhat apply for PACE positions to gain internship-like
informal setting. I have flexible hours experience during the school year. Above, PACE
and work around my busy class students Trevor Sherman and Nicole Bersani work
schedule. In addition, I get paid to on a project at their job in the Multicultural Center
gain learning experience in PR,” (Photo by Samantha Bartlett).
said Scott.
 PRSuccess
Continued from page
have advice for students still
in school. Steiner stresses the
importance of networking and
getting involved in anything that
will get you more experience.
Pronin suggests breaking out
of one’s comfort zone, studying
abroad and interning. Prior
advocates to let go of being a
perfectionist because “I don’t
really remember all the group
projects or have the documents
that I completed in my four years
at OU but I do remember the
particular group members or
situations that I learned from.
Showen gains internship experience in Charleston, WV
Lexi Sweet
A
shley Showen, a fellow
PRSSA member,
had an internship
this summer with the Charleston
Area Medical Center (CAMC) in
Charleston, WV. Ashley worked
in the marketing and public affairs
office.
“It was an awesome
experience that I will never forget,
and I still keep in touch with many
of my bosses and coworkers,” said
Showen.
“The best thing about my
internship was all the amazing
people that I met,” Showen said,
“I consider everyone I worked with
in the marketing office a mentor,
colleague and friend. I talk to them
frequently and I have a great deal of
respect for them.”
It is important to remember
that an internship can teach one
things that cannot be taught in the
classroom. For Ashley, this was
crisis communication.
“During my first week as an
intern, CAMC experienced a major
incident in one of its hospitals,” said
Showen, “I got to see firsthand all
the do’s and don’ts of dealing with a
crisis, and that is invaluable to me.”
Fall 2009
1
Being able to understand group
dynamics and how to accomplish
difficult tasks, meet deadlines and
work with people who don’t work
like you do are experiences that I
think will get you farther than your
GPA or an “A” on the project. Not
to mention, most employers I’ve
talked with would rather hear about
a situation and the lessons learned
from it than my GPA.” Past PRSSA
President Matson has similar advice
as Prior and says that students
need to take the initiative to learn
things outside of the classroom
because students have the time to
She also learned the impact
of the budget on the marketing
team.
“Something that surprised
me while working at CAMC was
how large a role a budget plays
in campaigns,” said Showen,
“Depending on each year’s budget,
the marketing team must decide
at what level they can publicize
each area of the company. It was
very insightful to see that process
in action and learn how they make
those difficult decisions.”
One might think that interns
only make coffee and never get to
see anything interesting, but Ashley
got to do many exciting things.
These tasks included writing
articles for various internal and
external publications, conducting
interviews, writing press releases,
and attending and participating in
brainstorming meetings for new
advertising creative and marketing
campaigns. She also edited
material for the center’s publications
and wrote talking points for different
events, awards, and rankings the
company received. In addition, she
conducted research to support the
center’s flu campaign and assisted
in the beginnings of social media
monitoring and research, wrote and
explore what interests them and will
help enhance their future careers.
“The rules change once
you’re a big kid,” Matson said,
“Living independently is a big
step…choosing insurance plans,
managing taxes, lease agreements,
transportation costs and etcetera.”
Pronin also made a good point
when she declared that a college
education teaches a person how to
learn, but a lot of learning is done in
the first months of a new job.
These four alumni are
headed toward a bright future.
They all see themselves traveling
updated radio spots and assisted in
the planning of the OB/Pediatrics
TV commercials and print ads.
Although her internship was
unpaid, Ashley says she did not
mind working Monday through
Thursday 9-4 in addition to evenings
and weekends at a restaurant.
“I have never worked so hard
in my entire life,” she admitted,
“but it was easy for me to get up
at 7 a.m. every morning because
I loved what I was doing. I was
able to get through my shifts at the
restaurant because I knew the next
morning I would get to sit in on a
meeting about the launch of a new
campaign.”
Additional advice offered
by Showen is to start looking for
internships before spring because
that is when most application
deadlines and interviews are. Also,
she said not to feel pressured to start
looking for internships freshman
year; there is time to breathe and
the summer after freshman year
should be enjoyed. She also says
that before one starts looking, he or
she should decide what is important
in terms of the internship, whether it
be location or type of internship, to
help narrow it down. Then make
use of any available contacts,
Page 4
around the United States and
abroad while they are climbing
the corporate ladder. Matson
hopes to move to New York to
work independently as a digital
communications consultant,
speak at conferences and
write a few books. Pronin
would also like to get involved
in a service organization or
related effort.
Most importantly they
all hope to continue enjoying
their jobs and to be genuinely
happy with their lives; they will
also never forget PRSSA.
Ashley Showen
whether developed through
PRSSA, the binder for dues paying
members, or the Bobcat network;
these are all especially helpful
resources. Remember, although an
internship is necessary to graduate,
it also offers exposure to the ins
and outs of life working in PR, and
helps young professionals decide if
PR is the right career path.
“Find something you will love
doing as much as I did,” Showen
advised, “I promise you can survive
a summer of working two jobs and
not getting paid for one. It is worth
it in the end!”
 PRSuccess
Alums share: “What I wish I’d known as a Jschool freshman”
Nicole Bersani
Remember that first PRSSA meeting
this year? Many students were frantically
writing down the PRSSA information, upcoming
events and Aaron Brown’s speech, but do they
remember professor Michelle Honald’s two-
minute talk? She said with emphasis, “Do not
panic!”
Panicking seems to be the theme for
Scripps students, because even though JSchool
students are attached to pen and paper while
scribbling down professor and alumni advice,
sometimes it is only the paper that absorbs the
ink. Sometimes that advice does not mentally
sink in until after the lesson is learned and the
thought process of “I wish I’d known that earlier”
comes to mind. Alumni of E.W. Scripps have
shared their experiences in and out of classes,
those “aha” moments and even regrets. Take
notes if you wish, but this time, remember they
were in your shoes and they are now pros.
Aaron Brown
Associate Vice
President for
Fahlgren Mortine
Scripps PRSSA
President 2000-
2001
Getting a strong network is key because
you are meeting people that know other people.
Without the network that I built through Scripps,
I would not be at Fahlgren. Keep in mind that
the best opportunities are the ones that are not
posted, and by knowing people and researching,
you will find that internship or job. Good news
for freshmen: you have four years. If you stay
involved, the more competitive advantages you
will receive. It does not matter what others are
doing, only you. Every person’s path will be
unique, and you need to know how to differentiate
yourself. They might have similar stops, but it
does not matter if one person has six internships
when someone else has two. Numerous
opportunities are given after graduation, but you
need to trust and believe that it will.
Contact the pros:
aaron.brown@fahlgren.com
Fall 2009
Anastasia Pronin
Junior Associate
at Financial
Dynamics, NY
Outstanding
Overall Graduate
of Scripps in
2009
The connections I made with faculty and
students were the most beneficial opportunity
at Scripps. I could have just kept to myself and
done my homework, but it boils down to those
relationships. One relationship should be made
with a mentor, because I had good mentors that
helped me a lot. Even though I do wish that I
relaxed more my freshman year, I cannot regret
anything because I learned from my mistakes.
You need a balance—make the most of your
college experience with friends but also with
school. Take chances and risks because you
need to realize things that make you happy
outside of PR and Scripps.
Chelsea Hamilton
Field Marketing
Communications/
PR Manager at
Bob Evans
Scripps PRSSA
President 2004-
2005
Getting involved in professional and
extracurricular activities will help you not only
learn PR outside of class but also help you
develop your networks, friendships, and real-life
experiences beyond college. Looking back, I wish
I took more design, online, business and finance
courses. Besides PR-related courses, take those
fun courses, because I thought I wanted to do
entertainment PR and realized I need to keep an
open mind. This goes with the advice of not taking
life too seriously because preparation for the “real-
world” is hard. College cannot fully prepare you
mentally, and I wish I would have known that. You
are only in college once, and it truly is the best four
years of your life. Work hard. Play hard.
anastasia.pronin@gmail.com
Chelsea_Hamilton@bobevans.com
Page 5
Paul Matson
Post-graduate
Intern at Weber
Shandwick
Scripps PRSSA
President 2008-
2009
I got nervous when I first came to OU
and met the upperclassman; they had all these
internships, and I am thinking, “How do you get
one!?” Never be afraid to apply for internships
after your first year because it is not always about
your experience—it is about your willingness to
learn. On that note, make connections outside
of Scripps and take courses outside of the
requirements. Be the first and the last you. Don’t
follow in anyone’s footsteps. Since the Scripps
name is held to a higher reputation than others,
take control of that and be proactive in your
image. Enjoy college instead of thinking of it as
just one step before a job. Instead, do what you
love and make friends along the way.
Courtney Cooper
PR Star for
Webbed
Marketing
ImPRessions
CEO 2007-2008
Advancing your professional career
and having a strong professional reputation is
essential, but enjoying yourself along the way
is just as significant. In the JSchool, every one
of your peers around you is competitive, which
causes pressure and can ultimately consume
you. Find your path. After being in the professional
environment, I found that online PR, marketing
and social media are huge. In today’s competitive
industry, skills in these areas are essential for
being a strong PR intern or new-hire. Know the
latest tools, use them personally and understand
how to measure the success. It means nothing if
you cannot show the actual value of those efforts.
pauljmatson@gmail.com
ccooper@webbedmarketing.com
PRSuccess
Continued from page 3
we’re psychotic. I’ve been there – I think my
mom ignores my calls sometimes because she
never knows if it’s normal Maddie or frenzied
Maddie calling. What we fail to remember is that
we are absolutely not alone. Next time you’re
in a journalism class or PRSSA meeting, and
you feel that familiar feeling of a spaz-session
welling in the back of your mind, take a look
at the person next to you. Odds are that he or
she has felt the same way in the not-so-distant
past. And if I happen to be the one sitting next
to you, it was probably earlier that day.
When this happens it is necessary to
force yourself to begin breathing again and to
realize that we’re all going through the same
emotions. One thought that has kept me out
of the insane asylum is the fact that hundreds
of students have gone through the same cycle
we are and have survived. They have gotten
involved in a million organizations, studied all
night for tests, done poorly on exams, had
second thoughts about their career choice and
had personal issues to deal with on top of it all.
I know it’s hard to believe, but the world didn’t
end for these people, just like it won’t for you!
From one JKid to another and an
upperclassman who feels your pain, the best
medicine for getting through your four years in
Scripps is to simply take a step back. Look at
how much you’ve accomplished just by being
enrolled in this school and by having enough
sense to come to PRSSA meetings and care
about your future. The little mishaps and
stressors are not going to matter in the long
run – everything happens for a reason and the
work always gets done. Our professors have
faith in us, and I do too. Stay confident, and
keep smiling!
Continued from page 2
Making adjustments within the company
is also vital. Partnering with a non-profit will
create increased consumer loyalty, which
can also translate into higher productivity in
the company. One should continue to build
cross-marketing relationships, increase social
networking, and behave according to highly
ethical and green principles company-wide.
An economic recession does not mean that
everybody needs to suffer. Use the tough times
to innovate and get ahead. It is amazing how
far a little creativity can get you.
Fall 2009 Page 6
J370 aims to produce professional results
Sara Rice
B
ojinka Bishop,
associate professor
who currently
teaches Journalism 370, strives
to emphasize “concise, clear,
and relevant writing.” She holds
her students to high standards
because the public relations
industry sets the bar very high.
In the class, the students focus
on “developing professionalism in
the practice of media relations.”
Professor Bishop combines
journalistic writing with public
relations and finds it important Tough love Professor Bishop sets standards in her class
that her students not only are high to mirror the high standards set in the public relations
comfortable with writing, but also field. Above, Bishop explains a concept to students Kait
that it becomes second nature to Bee and Maddie Stevens (Photo by Allison Hartman).
them.
Bishop chose two different
clients to be represented by her the third of five required PR classes. Bishop has
classes. One client, Ohio’s Hill Country a lot more time to devote to each student due to
Heritage Area, is a non-profit organization the small class size. She can meet individually
that the morning class is working for. She with them and give personal feedback that goes
chose this organization because it is a large a lot further than notes on a graded paper. J370
group and it encourages her students to covers a lot of topics and has a hefty workload,
“think beyond Athens.” The second client, Bishop emphasizes that the profession will
Beads and Things, is a small local business require research and practice. Bishop believes
that the afternoon class is working for. This that “learning how to do it, and doing it, are two
allows the students to be exposed to the inter- different things.”
“ ”
workings Another
of business ...learning how to do it and goal that
Bishop has for
p u b l i c
relations.
doing it are two different things the students in
In -Professor Bojinka Bishop her class is to be
t h e able to take the
class, each student chooses an aspect of information they are given and process it on
the company and does the assignments for their own. In her opinion, public relations is
that particular aspect. For example, for the an industry that requires initiative. In order to
company Beads and Things, the students be successful, Bishop wants her students to
are focusing on topics such as rosaries, produce work that is worthy at the professional
feathers and candles. This method benefits level.
the client and the class. For the client, it Most assignments in the class require
allows more publicity and does so from rewrites. In Bishop’s opinion, it is rare that a
interesting angles. For the class, it allows student submits an assignment that does not
the students to divide and conquer; not only need to be altered or tweaked. At this point
do the students learn from their own work, in a student’s college career, he or she is
they learn from the work of their classmates. preparing to make the transition from college to
The classes are very small. The the “real world.” This class gives opportunities
morning class consists of 14 students and to understand what media public relations will
the afternoon class has eight. This class is require once the transition is made.
 PRSuccess
ImPRessions Account Spotlight: College Book Store
kayla carpenter
College Book Store comes to the minds
of most Ohio University students when thinking
of picking up their newest university apparel or
school supplies. But for sophomores Samantha
Bartlett and Nicole Bersani, College Book Store
is their ImPRessions client.
For the third straight year, College
Book Store is working with ImPRessions,
the student-run public relations firm and
specifically this year with account executives
Bartlett and Bersani. The account’s fall quarter
project involved Ohio University’s Homecoming
weekend and a project, “Homecoming for the
Homeless,” which gives back to Good Works,
Inc., a local charity in Athens.
“This is the first major project of the
school year, and ImPRessions is an integral
part of our publicity effort for it,” said Andrew
Stout, Assistant General Manager of College
Book Store.
For the event, members of the account
have distributed flyers, created a Facebook
event and visited local hotels, bars and
restaurants to promote “Homecoming for the
Homeless.” These establishments displayed
posters and table tents that showed the
shirts that were for sale and other information
about Good Works Inc. Local businesses that
participated in the project received a “thank
you” on College Book Store’s website.
“It’s local organizations helping each
other,” Bersani said.
This project is part of an ongoing
campaign to portray to Athens and Ohio
University students that College Book Store is
“the local company.”
“We are an Athens-based company,
run from the ground up right here on Court
Street,” Stout said. “Our two major bookstore
competitors are huge national corporations, so
PRSuccess
Hugh M. Culbertson Chapter
Ohio University PRSSA
Fall 2009 Edition
Fall 2009 Page 7
being a small local business is
what makes us unique, special
and, we like to think, better.”
With the help of
ImPRessions, College Book
Store plans to have a similar
project during Ohio University’s
Mom’s Weekend that will benefit
My Sister’s Place, an organization
dedicated to empowering
survivors of domestic violence.
“We also hope to add a
third event in the winter around
Sib’s Weekend, but plans are not
developed yet,” Stout said.
Bartlett and Bersani
said that so far this year their
team has been enthusiastic and
they hope to see that continue
throughout the rest of the Heartfelt homecoming The College Bookstore
projects. ImPressions account’s fall quarter project was
“Our team’s really good, “Homecoming for the Homeless”, which benefited
everyone has been volunteering Good Works, Inc. (Left to right) Jake Roberts, Katie
to go to events and everyone Lang and Annie White help pass out flyers for the
wants to get involved and do
philanthropy event (photo by Samantha Bartlett).
something,” Bersani said.
Bartlett agrees and sees
an eagerness in them that has
helped their campaign for “Homecoming for the doing a “fine job.”
Homeless.” “They do a good job on keeping me up
“They go out and do the work themselves to date on their progress and have put forth a
no matter what, even if [Bersani or I] can’t go,” great deal of effort towards our campaign,” he
Bartlett said. said.
Working with Stout, Bartlett and Bersani The executives have valued their
have had the freedom to gain different skills in experiences with the account so far.
the various areas of public relations through the “I view it as an internship,” Bartlett said.
College Book Store account. Bersani said that working on this account
“He’s here for us to help us gain has provided her with “real life experience”.
experience rather than just telling us what he “Classes are great, but with ImPRessions,
wants us to do,” Bartlett said. you can actually do something instead of just
Stout said that the two executives are reading about it,” Bersani said.
Editor-in-chief: Heather Farr
Advisor: Michelle Honald
Editors: Brittany Bains, Sam
Bartlett, Jackie Bavaro, Nicole
Bersani, Nina Bressau, Rachel
Csaszar, Morgan Feindt, Devin
Photographers: Samantha Hughes, Anna Luczkow, Ashley
Bartlett, Allison Hartman, Anna Mueller, Kellie Snyder, Colleen
Luczkow, Tony Sylvester Veeley
 PRSuccess Fall 2009 Page 8

10 PR Terms
Students want to be familiar with
Ashleeann Washington
(With the help of Michelle Honald, Assistant Professor E.W
Scripps School of Journalism, and PR student Janelle
Huelsman)
Astroturfing: An English-language euphemism referring to
political, advertising, or public relations campaigns that are
formally planned by an organization, but designed to mask
its origins to create the impression of being spontaneous;
popular “grassroots” behavior.”
Greenwashing: A term used to describe the practice of
companies disingenuously spinning their products and
policies as environmentally friendly, such as by presenting
cost cuts as reductions in use of resources.
Corporate social responsibility (CSR): A form of Executive Style This year’s executive board is reletively young but full of
corporate self-regulation integrated into a business model. ideas. Above (From left to right) Ali Myers, Kelsey Spellman, Adria Courtot,
Ideally, CSR policy would function as a built-in, self- Heather Farr, Janelle Huelsman, Maranda Saling, Bethany Scott, Mary Quinn
regulating mechanism whereby business would monitor and Devin Hughes pose before a meeting.
and ensure its adherence to law, ethical standards and
international norms.
Collateral PR: Materials that support media or packs
and obtain links with the primary source. These materials
can include brochures or printed information about the
‘09-’10 exec board settles in
company.
Jena green
PRSSA for three years and is a senior this
Authenticity: Acting in accordence with your stated values
PRSSA would not be possible year. Devin’s main job is to oversee the nine
at any given time.
without the executive committee. ImPRessions accounts.
On the McDonald’s CSR blog, the company’s VP of
“We all get along and we are a really Alyssa Mehling is the VP of Finance;
corporate social responsibility writes, “Credibility is only
close group that is very hard working,” she keeps track of all PRSSA’s transactions
achieved if you get things done, demonstrate transparency,
President Ali Myers said. and is the leader of the fundraiser committee.
highlight challenges and opportunities...”
Myers is one of the ten 2009-2010 Heather Farr is the VP of Public Relations
Transparency: When an organization is honest about its
executive members. This year’s board is and she manages the chapter’s Twitter, the
plans, operations, etc.
considered to be a very young group with blog and is the editor for PR Success. VP
PR 2.0/3.0: A system that uses social media elements such
two sophomores, five juniors and three of External Relations Kelsey Spellman is a
as blogging, viral marketing, social networking and search
seniors. junior and is the liaison for all the PRSSA
engine optimization to get your word out in meaningful
All of the members have specific meetings and other PRSSA groups not
ways. It blends traditional and new media relations to reach
tasks that they are in charge of throughout associated with Ohio University. Senior
journalists as well as consumers.
the year. Myers is a junior this year and Adria Courtot is the VP of internal relations,
Impressions: This is a term used to measure a client’s
runs PRSSA meetings, as well as the and sends emails, takes attendance, and is
media mentions.
executive meetings on Wednesdays. historian for PRSSA. Bethany Scott is the
Investor Relations: This is usually a financial sector
Senior Mary Quinn plans all activities and VP of member relations and is in charge
of PR that communicates with a client, organization, or
socials for PRSSA and also organizes of the mentor/mentee program, plans their
company’s various investors.
community service for her job as VP of socials and conducts member spotlight and
Crisis Communication: Designed to protect and defend
Social Affairs. Executive VP Maranda participation points.
an individual, company, or organization facing a public
Saling is a junior this year and is in Overall, this year’s executive board is
challenge to its reputation. These challenges may come in
charge of programming; she organizes very talented and dedicated to PRSSA and
the form of an investigation from a government agency, a
the speakers and materials for each the are hoping to make the meetings more
criminal allegation, a media inquiry, a shareholders lawsuit,
meeting. Senior Janelle Huelsman is the interactive this year
a violation of environmental regulations or any of a number
CEO of ImPRessions, and is the overseer “Look forward for new things to come
of other scenarios involving the legal, ethical, or financial
of all accounts and clients. Director of because this executive board is focusing on
standing of the entity.
ImPRessions Devin Hughes has been on making PRSSA better,” Myers said.