salute - april 2003
DESCRIPTION
A publication of the James S. Measell Chapter of PRSSA at Wayne State UniversityTRANSCRIPT
[ SALUTE ]APRIL 2003
WAYNE STATE UNIVERSITY | PUBLIC RELATIONS STUDENT SOCIETY OF AMERICA
IN THE SALUTE
PRSA, PRSSA& PR news
Page 2
EisbrennerPublic Relations
Page 3
Carolyn Markey /New Professionals
Page 4
Cletus Lewis Jr.Page 5
Congrats to WSUPRSSA graduates
Pages 6 & 7
The New DetroitScience Center
Page 8
Renee PrewittPage 9
In the futurePage 9
WSU PRSSAadds officers
Page 10
Investor relationsPage 11
Learning the ropesPage 12
Tips for resumesPage 13
Summer internshipsPage 13
In honor of...
BY STACEY SELLECK
The WSU PRSSA’s FirstAnnual Student & AlumniLuncheon at the McGregorMemorial Conference Center onApril 9 will begin at noon.
The event will honor studentsand an alumnus. Three awards
will be presented, two of themendowed scholarships for stu-dents with great leadership skillswho show potential for a brightfuture in public relations. Theseaccolades are named after latestudents Renee Abraham-Harries and Jeanine Gregory.
The recipient of the Alumni
Achievement Award in PublicRelations is Bianchi PublicRelations President Jim Bianchi.The student awards haven’t beenpublicly announced.
The PRSSA will not onlywelcome back some alumni, butformer WSU PRSSA Academic
Late studentsinspire awards;Bianchi earns
alumni accolade
SEE LUNCHEON | Page 11
Photo by Gina DamronThe WSU PRSSA’s First Annual Student & Alumni Luncheon will be at McGregor on April 9.
Abraham-Harries and Gregory are namesakes; Bianchi gets nod.
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 2
WSU PRSSA FACULTY
Professional AdvisorMary Henige
Academic AdvisorShelly Najor
WSU PRSSA OFFICERS
PresidentSara Sendelbach
Vice PresidentPeter Van Dyke
SecretaryLisa Sims
TreasurerHarmony Craft
Special Events CoordinatorStacey Selleck
Publicity CoordinatorVanessa Park Jones
Speaker CoordinatorAlyse Jividen
Membership CoordinatorAllison McMahon
Newsletter EditorJason Clancy
Asst. Newsletter EditorRebecca Lee
Internship CoordinatorKristina Adamski
Web DesignerAdam Hudson
QUICK FACTS
WSU PRSSA(313) 577-6295
418 (Manoogian Hall)
National PRSSAwww.prssa.org
Detroit PRSAwww.prsadetroit.org
National PRSAwww.prsa.org
April 2, 2003
Dear WSU PRSSA Members,
If you know anyone who is interested in running for
the executive board of PRSSA, we are holding elections
for president, secretary, treasurer and newsletter editor
at the PRSSA meeting on April 7 at 6 p.m. in room 408.
We also will have a table at the Mad Anthony on April
10, starting at 11 a.m. As well, we will have a member-
ship drive in October for non-officers. To current PRSSA
members, membership renewal is in November. Further
information will be sent at that time. Have a great sum-
mer and we will see you in the fall!
Sincerely,
Allison McMahon
Allison McMahon
Membership Coordinator
(313) 577-6295 | 418 (Manoogian Hall)
www.comm.wayne.edu/prssa_welcome.html
The WSU PRSSA wouldlike to thank David Romas,information officer in theDean’s Office, for producingthe luncheon program; RickEarnest, assistant dean ofstudents, for budget help;and The South End andLeslie Herrick-Hay for theuse of photos.
PR RESOURCES
American Demographic Onlinewww.inside.com
O’Dwyer’s Public Relations Online Dailywww.odwyerpr.com
Online Information Deskwww.gate.net/~liz/toc_frame.html
Public Relations Newswirewww.prnewswire.com
PR Placewww.prplace.com
The Association for Women in Comm.www.awicaustin.org
Compiled by Vanessa Park Jones
BY PETER VAN DYKE
Now is the time to join the PRSA as anassociate member. As a graduatingPRSSA member, it only costs $60. Bybecoming a PRSA member, you’ll havethe following opportunities:
- Professional development seminars
- Networking opportunities throughmeetings, workshops and PRSA’s nationalconference
- Accreditation program, or APR
- Public Relations Tactics (PRSAnewsletter)
- Public Relations Strategist (a quarter-ly publication)
- The Blue Book, a directory of “who’swho in PR”
An associate membership applicationis available at www.prsa.org on the Web.
Next up: PRSA
BY KRISTINA ADAMSKI
It’s not uncommon to see a koosh ballor a baby whiz by when visitingEisbrenner Public Relations. The firmprides itself on its unconventionalapproach, which has helped it blossominto the successful multifunctionalagency it is today.
Founded as a one-person shop by RayEisbrenner in 1985, the Troy-based busi-ness now houses a highly creative andskilled 22-person staff, which includes hischildren, Tom as president and Lauren asexecutive vice president. The companyembraces the family oriented concept byallowing staff members to bring theirinfants (up to six months of age) to worktwice a week.
The firm, as described by AccountSupervisor Keena Toth, is 80 percentautomotive. Some of its non-automotiveaccounts include Pontiac Silverdome,AT&T Wireless and Sweet DreamzzzDetroit, a non-profit organization thatprovides at-risk children with “bedtime
essentials.”Clients are offered expertise in such
areas as corporate event/meeting plan-ning, public affairs, marketing communi-cation and industry research/intelligence.Eisbrenner also can boast about its full-service, in-house graphics department,which assists with multimedia communi-cation.
A mentorship program has been creat-ed to pair the less-experienced staff withleaders who have a few notches on theirbelt.
“If you’re an account coordinator, youlearn the skills to move to the next level,”Assistant Account Executive AlissaPicciuca said. “It’s a continuous educa-
tion process.”Another way the Eisbrenner staff helps
is through its professional developmentsessions. The team also maintains its cre-ativity, talent and sanity by indulging inboard games and koosh ball fights.
“Our agency is different that otherfirms because of our culture,” Picciucasaid. “We operate from a partnershipangle — we don’t work for our competi-tors.”
Eisbrenner also holds a strong partner-ship with communication students as thegroup offers paid internships each semes-ter. Students who have completed theirsophomore year and can work at least 20hours a week may apply.
The internship program is highly com-petitive, according to Picciuca, because ofthe unparalleled experience studentsreceive. As well, the intern pool is weed-ed out by focusing on candidates who areproactive.
“We like interns who are ‘go-getters,’”she said. “There is no hand-holding here.”
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 3
Photo by Kristina
AdamskiThe crew fromEisbrenner stopslong enough tosnap a photo inMarch. When theTroy-based busi-ness isn’t workingwith automotiveaccounts, themembers love torelieve daily stresswith board gamesand koosh ballfights. Studentslike the differentapproach andopportunities.
An eclectic environment
Unconventional Troy business appeals to clients, students
EISBRENNER PUBLIC RELATIONS
Eisbrenner Public Relations2950 W. Square Lake Rd.
Suite 100Troy, MI 48098
(248) 641-1446 (ph)(248) 641-1445 (fax)www.eisbrenner.com
SEE EISBRENNER | Page 12
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 4
Creating opportunitiesCAROLYN MARKEY / NEW PROFESSIONALS
BY KRISTINA ADAMSKI
Although you wouldn’t know it byher polished appearance and presenta-tion, Carolyn Markey didn’t alwayshave it all figured out.
Initially, Markey studied law andworked in a law office. She enjoyed theextensive research and writing but did-n’t feel passionate about her work.
So she decided to pursue a new career— and public relations seemed to be agood fit.
Markey attended WSU and immedi-ately became involved in its PRSSAchapter. She became president and par-ticipated in just about every networkingpossibility that surfaced.
“I created opportunities for myselfwhen I was a student,” she said. “Untilyou’re in the field, it’s a challenge to getexperience so you’re not ‘green’ whenyou graduate.”
Markey’s former professor and cur-rent PRSA-Detroit President MaryHenige describes how her student creat-ed these opportunities.
“She sat next to me at a PRSA meet-ing and asked if she could help me withmy committee,” Henige said. “Shereceived more exposure to professionalsthat way and demonstrated herassertiveness.”
WSU journalism professor JackLessenberry immediately recognizedMarkey’s “tremendous potential” in hisSurvey of Mass Communication class.He helped her get internships atOldsmobile and General Motors.
“Carolyn has natural PR skills and isvery focused and committed,” he said.“As a student, she was able to identifyher weaknesses and made a constanteffort to improve them.”
Markey is the assistant media rela-
tions manager for Pontiac-GMC. Thisposition, as she described, requires a“whole new outlook” from her prior GM
safety communication position.Priorities change daily, she said.
Oftentimes, Markey is planning for thenext event, conducting product reviews
with the media, talking to subject matterexperts or performing site inspections.This all requires immense organization-al skills.
“I often have ‘to do’ lists, but beingthat media relations is my main focus, ifa reporter calls, everything else can goout the window,” she said. “This is adeadline-driven business, so you have toknow what you can bump without get-ting frustrated.”
Although media relations is herfocus, media training is the most enjoy-able part of her job, she said. Markeylikes to identify talent within the compa-ny and groom workers into media-savvyspokespersons. She sees her media train-ing work as being altruistic.
“Besides helping the company,you’re helping to advance someoneelse’s career,” she said.
Markey also is involved in advancingother’s careers through the NewProfessionals committee. She joined thecommittee as a way to do projectsbeyond meetings and networking. As theco-chair, she tries to organize events thatwill be both appealing and will build theskills of professionals with five or lessyears experience.
The committee is open to PRSSAmembers. In the past, the group hasorganized writing workshops, mediaround tables and public relations expertsevents.
Markey advises PRSSA members toseek out opportunities to develop theirskills, build their portfolio and receiveadvice from mentors and other profes-sionals — all of which she utilized as astudent.
E-mail Markey or Jason Brown [email protected] for informa-tion about New Professionals.
Former WSU PRSSA member helped self, now teaches others
Photo by Jason ClancyCarolyn Markey, who works at Pontiac-GMC, is a former WSU PRSSA member. Asa co-chair of New Professionals, she nowhelps beginners.
Carolyn MarkeyPontiac-GMC
100 Renaissance CenterMC 482-A32-A26
Detroit, MI 48265-1000(313) 667-4128 (ph)(313) 667-4001 (fax)
BY JASON CLANCY
Cletus Lewis Jr. is a certified sports nut. Not only did hegrow up following most major athletics, he has spent the pastfive years training formarathons and the pastthree years interning withthe Detroit Pistons.
Suffice it to say, thebusy 28-year-old Windsorresident is difficult tocatch for a few words —no pun intended. But hisprofessionalism and kind-ness go beyond the court,which is why he has noproblem slowing down totalk about his dream.
“No other experienceranks up there with myexperience with thePistons,” said Lewis, amaster’s in communica-tion studies student atWSU. “It is an extremelyunbelievable experience.
“My first year was mytoughest. Not only was Iadjusting to a whole newenvironment and over-coming the awe of beingaround professional ath-letes, but working for alosing team is tough. …The last year and a halfhas been great.Everyone’s now smilingand people actually seemexcited to be there.”
Working up to 10 hourson game days (he isresponsible for all mediarelations, which includeswriting and editing pressreleases and injury reports, researching statistics for journal-ists and interviewing players), Lewis has become closer to
the players during good and bad times.“Being in my position helps you to really realize that the
players are humans like you and I,” he said. “I guess afterbeing around them a lot, you’re no longer star struck and
you’re comfortableapproaching them with aquestion. These guys areextremely nice. They’reserious about their jobs,but talking to them aspeople first rather than asprofessional athletesallows you to see the realhuman side of them.”
While working with anNBA team is impressive,it’s also interesting tonote that Lewis grew upin South America —where his sister,Samantha, was a nationalsprinter. Five years afterhis family moved toCanada in 1994, heearned a bachelor’s incommunication studieswith a minor in sociologyfrom the University ofWindsor. In 2001, heearned a bachelor’s injournalism from WSU.
During his second stintas an undergraduate,Lewis was an activemember of theJournalism Institute forMinorities, a sportsreporter at The SouthEnd, a stringer in thesports department at TheDetroit News and a newsintern at WDIV.
“I can honestly saythat I gained something
from every job,” said Lewis, who also worked at Windsor’s
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 5
Hoop dreams a PR realityCLETUS LEWIS JR.
Media relations with Pistons is sweet gig for student
SEE LEWIS | Page 10
Photo by Jason ClancyCletus Lewis Jr., who has interned with the Detroit Pistons for the past threeyears, is responsible for all media relations on game day. “No experienceranks up there with my experience with the Pistons,” he said.
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 6
Pia Scott is apublic rela-tions majorwho plans towork for her30-year-oldfamily busi-ness, MackAdult Foster Care, Inc. She hasworked in telecommunicationsfor the past eight years, six withGlobal Crossing, Inc.
Dawn Michalczak is a
public relations major
who has interned with
the Detroit Red Wings
and Detroit Historical
Society. She is seeking
a full-time job in pub-
lic relations.
Sophia DiNardo is apublic relations majorwho has interned atJohnson Controls,Beaumont Hospital and(currently) CaponigroPublic Relations. Shealso he has worked inthe public affairs division for Daimler-Chrysler Canada. After graduation,Sophia would like to work in corporate
public relations or pursue her master’s.
Congrats, WSU PRSSA grads
Albina Pinkhasov, a
public relations major,
has interned at American
Lung Association and
Marx Layne. After grad-
uation, she would like to
work in public relations
and with a non-profit
group. Albina also is fluent in Russian.
Brande Ealyis a publicrelations andinternationalstudies student.She is treasur-er of WSU’sNAACP chap-
ter and is a Rape Crisis Counselor
and member of the Pre-Law
Students Society. Brande also is a
former chair of public relations
and visibilities for the Student
Council. She plans to go to law
school, concentrating in intellec-
tual property and specializing in
sports and entertainment.
Naya Cannon is a publicrelations major who hasinterned at Global Hue (thelargest African-Americanadvertising agency in theUnited States) and PalaceSports and Entertainment.After graduation, shewould like to work in entertainment publicrelations or pursue her master’s.
Graduation biographies
compiled by Peter Van Dyke
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 7
Peter VanDyke, the vicepresident ofWSU’s PRSSA,is a public rela-tions major whois minoring inradio, televisionand film. He has interned atWKQI 95.5 and is interning atMarx Layne. After graduation,Peter will travel to Italy for fourmonths with his older brotherJames. Upon return, Peter wouldlike to work at Marx Layne orfind a position at a local agency.
Vanessa Park Jones is a publicrelations major and the publicitycoordinator of WSU’s PRSSA. Sheworks at Wayne State UniversityPress as a marketing assistant andplans to be there throughout thesummer. Vanessa has been a regu-lar contributor to Salute.
JasonClancy, ajournalismmajor, isnewslettereditor ofthe WSUPRSSA’s
Salute. His employment hasincluded assistant sportseditor, A&E editor, manag-ing editor and editor inchief of The South End;stringer with The DetroitNews’ sports department;freelancer for the DetroitAthletic Club’s magazine;and (currently) movie editorof Real Detroit Weekly.After graduation, he plansto stay at Real Detroit andlook for a design position.
Harmony
Craft is a
corporate
finance major
with a minor
in public
relations. She
also is the
treasurer of WSU’s PRSSA.
Harmony works for Nachi
Machining Technology in the
finance and accounting depart-
ments. She also has helped to
organize corporate functions,
including holiday parties and
fund-raisers. Upon graduation,
Harmony will join Handelman.
Alyse Jividen is a public rela-
tions major who is interning at
Lapedes Publications. She also
is speaker coordinator of WSU’s
PRSSA. After graduation, Alyse
plans to stay home with her
daughter Ava and would like a
second child. She will work in
public relations after her children are grown.
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 8
Childhood memoriesTHE NEW DETROIT SCIENCE CENTER
BY ADAM HUDSON
The Detroit Science Center was apiece of my childhood. Every yearfrom the time I was 5 until 13, my fam-ily made at least one visit. When itclosed in 1999, I could feel the memo-ries fading.
That’s why I jumped at the chance toattend the PRSA-Detroit meeting at thenewly-renovated center on Feb. 18.This was my first time back since itreopened in Summer 2001.
Several students from WSU andEastern Michigan University wereguests of PRSA-Detroit President MaryHenige and General Motors, where sheworks. We hobnobbed with communi-
cation professionals all the whilechecking out the main event —“Titanic: the Artifact Exhibit,” whichopened Feb. 8 and will run throughSept. 7.
The viewing was an educational andemotional journey in history as weviewed the world’s only authenticremains from the horrible wreck.Fifteen hundred people drowned in theAtlantic Ocean after the great ship hit
an iceberg in April 1912.Featured speaker, New Detroit
Science Center President and CEOShawn Kahle, talked about the time,energy and money that went into the$30-million renovation and exhibit.She told the public relations studentshow communication played a role inboth.
Kahle’s connection to WSU isn’tjust the close proximity of the center —she is a former faculty member in theCommunication Department. Lookingout for students, she mentioned thatthey’re searching for interns.
Seeing the center again proved to beanother great trip. I’m glad it will cre-ate memories for future generations.
Photo by Melissa Ane DettloffStudents may remember going to the Detroit Science Center as kids. They can still enjoy the new facility, which reopened in 2001.
‘Titanic’ exhibit among splendor at Science Center
The New Detroit Science Center5020 John R St.
Detroit, MI 48220(313) 577-8400
BY ALLISON MCMAHON
Renee Prewitt, director ofmarketing and communicationfor Marygrove College, was theguest speaker at the WSUPRSSA meeting on Feb. 10. Shespoke about her background andhow she started in public rela-tions.
Prewitt has held many posi-tions in corporate communica-tion at advertising and publicrelations agencies, as well as atvarious radio stations. She cur-rently hosts a public affairs talkshow on 102.7 FM. Prewitt isalso the author of two books —Morning Drive to Midnight andIn Celebration of Rochester —
and is an active member ofPRSA.
In 1980, Prewitt was hired asa media relations specialist for acorporate communication com-pany, where she was hired to domedia training for top executivesof various businesses. At thistime, companies weren’t awareof the need for public relationsor liaisons with the media.
Prewitt trained these workersto respond to problems by creat-ing a script of what reporterswould ask and the proper way toanswer the questions. She alsohelped by discouraging them tosay the dreaded “No Comment,”which is readily heard when aproblem arises.
“We as students are enteringthe field at an exciting timebecause companies are truly see-ing the need for public relationsand the public relations profes-sionals,” she said. “The beautyof public relations is that you asa professional get to interactwith the various media to createand communicate stories, so youmust make sure you become thecommunications expert to buildon your body of knowledge.”
As Prewitt spoke about publicrelations and what students needto do as young professionals,there was one recurring element:Clients are paying for every-thing, so if someone has a prob-lem, it’s the professional’s job tosolve it — no excuses. As well,students will have to be thecounselor by analyzing theclient’s needs and finding solu-
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 9
PR help in demandRENEE PREWITT
IN THE FUTURE
Guest speakerGregory J. Bowens
WilsonBowens PublicRelations & Marketing
April 7 at 6 p.m.Room 408
(Manoogian Hall)
WSU PRSSAofficer elections
- President- Secretary- Treasurer
- NewsletterEditor
April 7 at 6 p.m.Room 408
(Manoogian Hall)
WSU PRSSA eventFirst Annual Student& Alumni LuncheonApril 9 at 11:30 a.m.McGregor MemorialConference Center
WSU PRSSA tableMad Anthony
April 10 at 11 a.m.Gullen Mall
Shadow DayApril 15
Various timesVarious locations
PRSA Detroit eventNational Safety
InitiativeU.S. Attorney
Jeffrey G. CollinsApril 15 from
11:45 a.m. - 1:30 p.m.Hotel St. Regis$30 members
$35 non-members
Winter semesterends on April 24
and spring/summerbegins on May 5.
Media specialist talks about growth of field
File PhotoRenee Prewitt, a veteran of public relations and author of two books,said the field is gaining prestige because people realize its potential. SEE PREWITT | Page 10
tions that fit.“You must walk into the client’s office
and understand how to solve their prob-lem, and you need resources at your fin-gertips,” she said.
“Public relations is more importantthan advertising because we show thevalue through the message and bettermentfor the client.”
Prewitt said a key to the position is
showing the value of each message togain attention for clients. Credibility is
another component.“People you’re working with need to
see how important it is, as well, to becredible,” she said.
In closing, Prewitt emphasized beingon one’s toes and putting in maximumeffort.
“We must all pay our dues at somepoint, and remember to go the extramile,” she said. “Don’t ask — do. Begood with research, and always be confi-dent in whatever you do.”
campus radio station. “They were allvery unique, but provided me with some-thing that will aid in my future career.I’d probably group my South End, Newsand WDIV experiences together sincethey challenged me to put what I learnedin the journalism program to work, notonly finding out the five W’s, but callingon every aspect of being a journalist —ethics, timeliness and judgment.”
What little time he has for recreation,Lewis spends it playing basketball andrunning in the United States and
Canada. He completed the TorontoMarathon in 2000 and Detroit Marathonin 2001, although he said his first lovesare 5k (3.1 miles) and 10k (6.2 miles)races. Still, he said his big accomplish-ment would be finishing the BostonMarathon.
“This is something I enjoy a greatdeal since it serves a double function forme — it keeps me in shape and acts as astress release,” he said. “Even thoughit’s competitive running at the clublevel, it’s more of a personal challengewhen doing a road race. It’s a raceagainst yourself since you have totalcontrol of your performance.”
Although writing is challenging forhim, as well, Lewis said he would like totry features again and eventually write abook. His ultimate goal, however, is tobecome vice president of communica-tion for a sports franchise.
“I’ve made quite a few connections,which makes me think a position in theNBA will present itself if I continue towork hard and impress the peoplearound me,” he said. “This is one ofthose ‘all about who you know’ indus-tries. … My main focus is finishing upschool (in December) and I think thateverything will fall into place — I knowit will.”
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 10
Kristina has a bachelor’s inpsychology and is pursuing adegree in public relations. Shehopes to stay involved withWSU’s PRSSA before graduatingin May 2004. Kristina also is
hoping to gain some hands-onexperience this summer at a full-time internship. She is interestedin corporate affairs and eventplanning. Kristina has experiencein non-profit public relations at
the Children’s Home of Detroitand Core City Neighborhoods.She works at Children’s Hospitalof Michigan, where she helpedplan a fund-raiser. Kristina alsowrites for The South End.
WSU PRSSA adds officersBY KRISTINA ADAMSKI, ADAM HUDSON & JASON CLANCY
Internship Coordinator | Kristina Adamski | [email protected]
Adam is a 27-year-old seniorwho bounced around from majorto major until he took the funda-mentals of public relations classwith Mary Henige and discovered
an interest in the field. The first-year student at WSU said he plansto graduate in May 2004 and even-tually pursue his master’s. He’dalso like to move out of state
because of the weather and hisbothersome younger brother, whois 6-foot-5 and weighs 250pounds. Adam is 5-8 and 135; youdo the math, he said.
Web Designer | Adam Hudson | [email protected]
LEWIS | From 5
PREWITT | From 9Renee Prewitt
Marygrove College8425 W. McNichols Detroit, MI 48221
(313) 927-1446 (ph)(313) 927-1444 (fax)
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 11
Focus on investor relationsBY PETER VAN DYKE
Today’s economy haspushed investor relations tothe forefront of an organiza-tion’s agenda.
This issue was addressedwhen William F. Mahoney,executive editor ofShareholder Value magazineand an accomplished author,journalist and communicationdirector, headlined the PRSA-Detroit luncheon at the WestinHotel in Southfield on Jan. 21.
Following extensive intro-ductions, including the recog-nition of WSU PRSSAProfessional Advisor MaryHenige’s first meeting asPRSA-Detroit president, hespoke about how investorrelations and public relationscan work together to restoreinvestor confidence.
Mahoney highlighted suchissues as the market and com-
munication goals. He saidfocusing on the intangibles —such as strategic planning,reputation, innovation and
quality of management —gives a business an advan-tage.
“What the company says
and how it presents itself iscrucial in today’s environ-ment,” he said.
The fundamental valuedriver is the corporate per-formance, Mahoney said. Toset value to the corporation,financial measures consistingof absolutes, returns andratios must be identified.
With this information, onecan establish the purpose ofthe campaign and measureprogress, compare competi-tors and give investors num-bers to track business per-formance, he said.
The primary task of thepublic relations professional,according to Mahoney, is toadvise a company to providethe best information to stock-holders and shareholders.
“Public relations is 50 per-cent doing the job and 50 per-cent telling management howto do the job,” he said.
Photo by Leslie Herrick-HayMary Henige, PRSA Detroit president and WSU PRSSA profession-al advisor, stands with Shareholder Value Executive Editor WilliamF. Mahoney and Gabe Werba of Durocher, Dixson and Werba at aPRSA-Detroit event on Jan. 21.
PRSA-DETROIT
Advisor Dr. James Measell, who developed theschool’s PRSSA in 1983. Guest speakers includePRSSA Academic Advisor Dr. Shelly Najor andInterim Department Chair Dr. Robert Avery.
Thanks to the guidance of Najor, Avery andAssistant Director for University AdvancementCasandra Ulbrich, along with the graciousness ofsponsors such as Airfoil Public Relations, CaponigroPublic Relations, General Motors, Henry FordHealth System and Marx Layne, the event is destinedto be a success.
Students shouldn’t miss the opportunity to hearwonderful speakers and mingle with professionals inthe field. Registration begins at 11:30 a.m. and lunchwill be served at noon. RSVPs will be acceptedthrough April 7. Contact Casandra Ulbrich at (313)577-5336.
LUNCHEON | From 1
A SALUTE FROM SALUTE
To the men and women fightingthe war in Iraq, we wish all U.S.
soldiers a safe return home.
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 12
The following is a list of tipsgiven to students at the EMU-PRSSA Student DevelopmentConference in November.Thanks to John Bailey for theusage.
- Start reading majordailies/weeklies while you’restill in college. Be up on cur-rent events.
- Have your resume cri-tiqued by a peer and a profes-sional.
- Start sending resumes outat least a semester before yougraduate.
- Make sure you make fol-low-up calls to the companiesyou send your resume. Manycompanies will not call youback otherwise.
- Research the companybefore your interview.Incorporate what you learninto some of yourquestions/discussions.
- Send a thank you note tothe person(s) you met withduring your interview withinthree days of the interview.Include things you learned orliked about the company andwhy you would be a good
addition to the team.- Before you accept a job,
make sure you ask questionsabout benefits, hours, dresscode, atmosphere, etc. A jobshould be a mutual fit.
- Take inventory of yourwardrobe. Make sure it fitswith your company’s dresscode. If not, figure out whatpieces you’ll need to buy asyou save money. Maybe buyone work clothing item perpaycheck to build yourwardrobe. Realize you will bejudged on whether you have aprofessional appearance.
- Be ready to work nightsand weekends. Most eventsdon’t happen between 9 a.m.and 5 p.m.
- Do be polite to everyoneyou meet, especially while atwork. You never know whoknows who.
- Do realize you are proba-bly going to be the lowest per-son on the totem pole. Prepareyourself for clipping or faxing.They are not optional.
- Speak up. Ask your super-visor for more work if you’renot feeling challenged.
- Volunteer to write any-
thing any time there’s writingto be done.
- Join professional organi-zations. Meet as many peopleas you can, especially mem-bers of the media.
- Don’t bring your frustra-tions from home to the office.Everyone has a bad day, butco-workers shouldn’t heardetailed troubles on companytime.
- Do work hard to meetdeadlines. Finish assignmentsearly or on time. If you knowyou are going to be late, letyour supervisor know.
- Keep current with tech-nology. Learn as many newapplications as you can. Bewilling to share what youknow with your team.
- Work Hard!- Plan your career; discuss
your plan with your supervisor.- Don’t stay on a job or a
position past your welcome.- Do stay on a job or in a
position until you have learnedas much as you can.
- Be involved in your pro-fession and other organiza-tions.
- Learn as much as you can
during all phases of yourcareer.
- Take each day and makesomething out of it.
- Network well and keepyour network alive.
- Learn the media — this isa separate network.
- Develop and practice yourweaknesses and strengths.
- Work hard; study; learn;listen; grow; get your APR.
- Earn your stripes. There isno such thing in the agencybusiness as “that’s not myjob.” Do whatever, and do itwell.
- Learn your place. Youmay be smarter than your bossbut, he/she is the boss. Workhard — you will get there.Listen; observe; learn.
- Never say, “It can’t bedone.” It may cost too much,but it can be done.
- Look for opportunities tobe published, especially laterin your career.
- Treat everyone withrespect.
- Don’t drink alcohol atclient events.
- Dress well and stay ingood physical condition.
Learning the ropes
Interns have the opportunity to writereleases, advisories and newsletter arti-cles. They assist the account team withpress releases, facility openings and otherclient events. Interns track media cover-age, update media lists and manage smallprojects.
“The best part of being here is thatyou’re more than just an errand-runner,”Senior Account Executive Carrie Cioffisaid. “You get to be in the environment
and see firsthand what happens and howan account team works.”
Eisbrenner frequently hosts shadow
days and can be seen speaking at PRSSAmeetings throughout Michigan. AccountCoordinator Liz Manasse said public
relations agencies like Eisbrenner are agreat place for beginners to hone theirskills.
“When you are doing corporate PR,you have specific job positions and theenvironment is more serious,” she said.“An agency offers more variety and youbasically have to do it all. Eisbrenner is avery nurturing and creative environmentto be in.”
E-mail resumes to Senior AccountExecutive Carrie Cioffi at [email protected] on the Web.
“We like interns who are ‘go-getters.’ There is no hand-holdinghere.”
— Alissa Picciuca,Assistant Account Executive
EISBRENNER | From 3
BY KRISTINA ADAMSKI
April isn’t just the month toobsess over final projects,papers and exams — it’s alsothe time for students to casttheir nets into the sea of publicrelations internships.
Employers, if they haven’talready begun, are gearing upto hire summer interns.Students who wait until Mayare going to be left on theshore.
While visiting WWJreporter Jayne Bower’s newsreporting class at WSU thissemester, Detroit Red Wingsplay-by-play announcer KenKal shared his advice.
“Practical experience is theworld’s best teacher,” he said.“Your classes are important,but if you get a chance to workhands-on, that’s where youreally learn.”
Almost any public relationsprofessional will say that with-out at least one internship, it’snearly impossible to find a job.Practicing public relations canonly truly be understood with-in a professional environment.
Most students realize this,which is why the summer isthe most competitive time toapply for internships. A heftyportion of public relationsmajors will be vying for posi-tions — and a hefty portion oforganizations only have one tooffer. Students must do what-ever it takes to set themselvesapart from the crowd.
When Kal talks with stu-dents, he does an experiment:
he throws a $20 bill on thetable and tells the audiencemembers to take it if theywant. Because of fear andembarrassment, no one evertakes the money. The students’reprehension is exasperating toKal.
“You have to be a ‘go-get-ter,’” he said. “There’s a lotout there for the taking. Youjust have to be motivated to goout there and take it.”
This “go-getter” attitude iswhat employers are seeking.PRSA-Detroit President MaryHenige repeatedly advises stu-dents to get involved. Beingproactive is key to making aname for yourself.
Students should be awarethat May through August canoften be the slowest monthsfor public relations organiza-tions. To cut down on competi-tion and to have a more event-ful environment, students maywant to shift their schedules toallow for a fall or winterinternship.
Haven’t thought about yoursummer internship yet? Mostorganizations interview candi-dates in early-to-mid April andmake their selections in mid-to-late April.
Visit www.prsadetroit.organd click on “StudentServices” for a list of intern-ships. You can also referencethe PRSSA “InternshipBinder” in the JournalismArea (room 199 in ManoogianHall) or WSU PRSSA lounge(418, Manoogian).
[ SALUTE ] WSU PRSSA | APRIL 2003 | Page 13
Hints forresumes
With any resume, there’s a format that is generallyaccepted across all industries and trades. When applying fora particular position, keep in mind that the duties on theadvertisement may not be the only duties you’ll be perform-ing. Make your titles strong and put your accomplishmentsin their best light.
Overall there are six things you want to think about whenwriting a resume…
1. Sell yourself: One of the most difficult things to do isto put yourself in the best light. People are often over-criti-cal of themselves. Try to think of all the positive thingsyou’ve done. What have you done in your previous posi-tions? What things did people appreciate you for? Did youmake a process easier by making procedures? How haveyou used the skills you’ve learned in school? How haveyour organizational or communication skills improved?
2. Use active language: For each bullet point, use actionwords such as “achieved,” “demonstrated,” “obtained,” etc.These power words help to grab the eye of the reader.
3. Presentation: There are several different ways topresent your experiences. The most commonly used isreverse chronological order (most recent experience first).Another portion of presentation is with education. If you’vebeen in the work force for more than five years, list the gen-eral school, location, degree and year graduated. If less thanfive years, you may want to put more information such asyour GPA, any scholarships you’ve received, etc.
4. Be consistent: Choose a pattern of spacing, an orderof information presentation or a format of highlighting —and be consistent throughout.
5. Check for grammar: Always double-check yourgrammar. Never send out a resume with spelling errors onit. Another good idea is to have a friend look at it becausehe or she may see something you’ll miss.
6. Neatness and visual appeal: When printing yourresume, do so on professional-looking paper, white or off-white. Any color may look unprofessional and difficult toread. If you’re e-mailing it, make sure the layout will lookcorrect electronically.
Need work?Summer internships aregoing quickly in April