FORUM Winter 2017 | Page 2

GRAD SCHOOL

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you might consider how a graduate degree will advance your education and knowledge as it relates to your career goals , and how it supplements your undergraduate coursework ,” Davis said . “ Perhaps that leads you to an MBA , or to an advanced degree in another field like public health or political science , that would enable you to pursue a public relations career in a specific industry .”

What to Look For

If you ultimately decide to pursue graduate school , either right away or down the line , it ’ s important to do your research .

First , consider the program . Unless you already attend a university with an outstanding graduate program you ’ re interested in , go elsewhere . Find a program that is reputable in its field and will add value to your existing education .

Second , consider the faculty . What level of experience do they have in the field of the degree ? Do they have a robust network in that field ? How involved are they in professional development alongside academia ?

Third , consider the location . I completed my undergraduate degree in a small town with limited opportunities , so moving to Chicago broadened my horizons . Not only was I enrolling at a different university with a program specific to my interests , but I was moving to a city with plentiful professional development and networking opportunities outside of the classroom .

Getting a graduate degree is an investment in your future , the same way your undergraduate degree is . Whether or not you decide to pursue graduate school , Davis believes public relations is a profession in which you should continue to learn and grow .

“ The profession and the tools we use to do our jobs are constantly changing and evolving , and it ’ s important to stay on top of new trends , technology and philosophies ” Davis said . “ I believe in lifelong learning whether it ’ s graduate school , professional development conferences or self-directed online courses . Never stop being a student !”

FIRM OF THE ISSUE

Mastering the Balance

Grand Valley ’ s Successful Chapter-Firm Relationship

BY LIZ SKEELE

PRSSA VICE PRESIDENT OF PROFESSIONAL DEVELOPMENT

“ A Student-run Firm is a great way to round out PRSSA . Chapters provide the opportunity to learn and network , while agencies let us implement lessons learned in PRSSA ,” said Jaclyn Ermoyan , firm director at GrandPR .

The ideal relationship between a PRSSA Chapter and a Student-run Firm is symbiotic ; the former explores learning outside the classroom and the latter helps students apply everything learned to a real-life client . Grand Valley PRSSA ( GVPRS- SA ) and GrandPR , Grand Valley State University ’ s Nationally Affiliated Student-run Firm , have mastered that balance and seen enormous success .

“ A Student-run Firm is a great way to round out PRSSA . Chapters provide the opportunity to learn and network , while agencies let us implement lessons learned in PRSSA .”

Jaclyn Ermoyan , firm director at GrandPR

Harmonious relationships are created when organizations

Rarely does a moment pass when I don ’ t consider what people did for my career . That goes for my television and radio career , as well as my current one as a public relations and digital communications consultant . My mentors were the people who not only inspired , but encouraged me and did not sugarcoat a career in either field . I still count these mentors as friends and colleagues .

As your own public relations careers are molded , it is integral that you find a mentor who can do the same . A good mentor can help to not only inspire you to grow , but also to give you an ethical foundation for the future .

Whether you are stuck in a rut or at a transitional point in your career , advice from mentors can be useful . However , a mentoring relationship shouldn ’ t be started just to have one . Map out your career goals and think about how a mentor can help you get there . Be specific about how you would like your mentor to help . Do you want someone with expertise or good contacts ? Or maybe you need a sounding board outside of work to discuss certain situations .

I ’ ve been honored to be a mentor to future and current professionals . Whether it is a simple phone chat or even reviewing a resume , I feel it is my duty to help the next generation of our profession .

What makes a good mentor and how can you pick the right one ? First of all , start with a conversation . Simply ask a professional if you could chat about career goals and / or how they got started . This gives both the potential mentor and mentee a chance to see if there is a fit . Just remember that the relationship isn ’ t developed overnight . It needs to be fostered .

have distinct roles and purposefully carry out their vision without committing scope creep . GVPRSSA embodies that principle through their main pillars that focus on professional development and networking . This doesn ’ t handicap their initiatives ; rather it gives them greater focus and ultimately leads to greater success . A prime example of this is the Statewide Leadership Event the Chapter hosted in June that brought together student leaders from each Michigan PRSSA Chapter to network and develop as professionals . While the Chapter focuses on education and outreach , the Student-run Firm provides hands-on learning to all of their students .

GrandPR was launched in 2007 when a handful of students wanted to supplement classroom learning with hands-on experience . By meeting on alternating Wednesdays , students are able to commit to both the PRSSA Chapter and the firm . Under the tutelage of a Faculty Adviser , who also runs her own public relations agency , they structured GrandPR to model a real agency . Rather than compromising commitment , they asked students to dedicate five to eight hours a week to client work . In just a few short years , the staff has grown to 25 and consistently provides media relations , internal communications and social media services to more than 10 organizations at a time .

How does GrandPR differentiate itself ?

“ We emphasize engagement in our social media platforms ,” said Ermoyan . “ A lot of people are on them but don ’ t do it well . Our staff tries to make our clients sound authentic through interaction with different organizations .”

GrandPR made its name at Grand Valley State by taking on its School of Communications as a client and creating a brand that connects three main target audiences : faculty , students and local professionals . Their foundation for success lies in their extensive research , which informs their strategy . The school ’ s social media channels and logo were created after the firm ’ s account coordinators

Mentors share their knowledge selflessly because they see you as the future , not as future competition . If choosing a mentor is the first step , trust is step 1A . If you don ’ t trust your mentor or they don ’ t trust you , there ’ s no relationship . Understand that your actions ( and your mentor ’ s actions ) will help shape the future . You don ’ t want a mentor who just talks about their success and why you should be like them . Mentors lead by example , showing you the right way to stand on your own and become a leader .

Honesty can go a long way . It doesn ’ t help if you have everything sugarcoated . Having a mentor who is honest in assessing your resume , cover letter , approach to interviews , et al , is important . You should want that honesty because it will help you in the future .

In my work with mentees , I touch base often . If I haven ’ t heard from a mentee or chatted in a few weeks , I ’ ll reach facilitated focus groups . The highlight of the campaign is the Superior Awards , a competition where professionals in the area recognize student work that is superior to typical classroom projects . Efforts like these have deepened the relationship between faculty , public relations professionals and students in the Grand Valley area .

The best relationships between PRSSA Chapters and Student-run Firms are always well-balanced . They provide unique selling propositions and encourage students to capitalize on both opportunities . The unity between Grand Valley ’ s programs embodies the vision that PRSSA National has for its students , and produces well-rounded young professionals , equipped and prepared for a career in public relations .

Quality Mentorship Is Necessary for Future Success

BY JASON MOLLICA

PRESIDENT , JRM COMM

Staff members of the Grand Valley State University Student-run Firm , GrandPR . Photo courtesy of Jaclyn Ermoyan .

“ We make a living by what we get , but we make a life by what we give .” — Winston Churchill

out with a short email or tweet . I never want a mentee to feel I ’ ve forgotten about them . It ’ s also a great way to see if your mentee may be struggling with anything . As much as you , the mentee , need to stumble , we as mentors , are here to help guide you as you get back up .

Lastly , you should think about the future . Your chats and resume reviews may end up being a great asset . As you continue the relationship , a mentor could be able to assist in filling a position for a colleague , or even a position in your mentor ’ s workplace .

You should never choose a mentor because someone told you that you need to have one . A mentor should be part of your growth process as a public relations professional . Listen , learn and grow . A mentor should have the same goals as you : Paying it forward and seeing the industry — and you — succeed .

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