View from the Students: State of undergrad PR programs

Workinpr.com interviewed students currently enrolled in a PR or communications program at universities across the country. We asked a number of questions, including how prepared students think they are for a career in public relations, what excites them the most about pursuing a career in PR, and what skills students think employers are seeking for entry-level PR jobs. Read on for the students' views:

1. What are the first words that come to mind when you hear the words, "public relations"?
   • Dawn New, Graduating Senior at Ball State University - IN: "image," "media," and "target publics"
   • Madeline York-Stevens, Graduating Senior at Trinity University - TX: Female oriented, task-based, attention to detail, sociability, structure, management.
   • Tracy Garcia, Graduating Senior at Seattle University - WA: I think the term "public relations" is rather broad. There are numerous components that fall into the category of public relations. For the most part, I see PR as reputation management, internal communications, media relations, building relationships, strategic planning, crisis communication, counseling, research and organization.
   • Student, Texas Christian University - TX: Building brand, corporate awareness, recognition.
   • Sonia de Beaufort, University of Berkeley - CA: Interaction with different publics, mediator, good image of the company.
   • Laurie Palagyi, Lee University - TN: The first words for me when I hear the word public relations are people, companies, crisis, and image.
   • Paul Dien, Syracuse University - NY: The first words I think of are handling internal and external communications for an organization and its publics.

2. What key skills do you think employers are looking for in entry-level PR candidates?
   • Dawn New, Ball State University: Writing seems to be the most important skill. And, I think that employers are looking for recent college grads to help out in the office with Internet research - since the Internet is used more by younger generations.
   • Madeline York-Stevens, Trinity University: They must have experience writing for a newspaper or another medium, like TV. They want someone who knows how the media think and operate. Extremely good writing skills are also a must. It seems, from my recent experiences, that an employer is not that interested in education or management skills so much as they are media contacts/relations.
   • Tracy Garcia, Seattle University: Above all else - excellent writing skills. Additionally, employers want to see strong research and organizational skills. Also, most employers want someone who isn't afraid to take the initiative to volunteer ideas or perform tasks that they may not have necessarily been assigned. Employers also want candidates who keep on top of current events and industry issues.
   • Student, Texas Christian University: Writing, editing, communication skills and comprehension of PR tactics
   • Sonia de Beaufort, University of Berkeley: rationality, good theory, imagination, diplomacy.
   • Laurie Palagyi, Lee University: I think they are looking for "fresh blood." Someone to be innovative and "go-getting." Writing and creativity are major aspects, but I think someone can have those skills but still not be a good practitioner. I would say that employers are looking for people with a drive to work hard and someone who is skilled and has a great attitude. Skills: writing, creativity, and someone who is able to handle multi-tasks.
   • Paul Dien, Syracuse University: Employers are looking for excellent writing skills, great communications skills, someone who is a good public speaker, as well as someone who is self-motivated and a great team player.

3. Do you feel that you are prepared for a career in public relations? Why or why not?
   • Dawn New, Ball State University: Yes, I know that Ball State has prepared me very well - we have a very reputable PR department. Also, BSU requires PR majors to take one internship for credit and strongly encourages us to do more than just that one. Finally, PRSSA and PRSA luncheons fill in those gaps of what one may not learn in the classroom or in an internship.
   • Madeline York-Stevens, Trinity University: I do not feel prepared. I feel prepared in the technical sense, in that I can write a press release and can dissect audiences and create campaigns. But I don't feel I can get a job out of college in public relations. It seems you have to work in commercial media before you're even considered for an entry-level position.
   • Tracy Garcia, Seattle University: For the most part, yes. The number one thing that has prepared me is an internship. No matter what you're taught in a class or what you read in a book, nothing can compare to working with and observing PR professionals in a communications environment. Additionally, I have taken classes that are not required in the PR program but that I think will be valuable for a career in PR. For example, I've taken courses on persuasive writing, broadcast writing, investigative reporting and communication law.
   • Student, Texas Christian University: Yes. My courses were very thorough.
   • Sonia de Beaufort, University of Berkeley: Not yet! I still miss a lot of knowledge. But I feel like I have the character for the job.
   • Laurie Palagyi, Lee University: At this moment, I am not fully ready to dive into my career. This is simply because I have not had training in all aspects of the field yet. However, once graduation time comes around I know that I will be skillful and confident in my skills as a PR practitioner.
   • Paul Dien, Syracuse University: The PR program at the S.I. Newhouse School of Public Communications has enhanced not only my writing skills, but also strengthened my knowledge of the many different elements within a career in public relations. I feel very prepared for a career in PR because the program has taught me to work under the pressure of deadlines, the importance of writing and grammar, and an overall knowledge of the communications industry.

4. What is it that excites you most about a career in public relations?
   • Dawn New, Ball State University: Every day is different, and I will get to work with different people - at least in a PR firm. It is an occupation where you must continue to learn - which I enjoy. It is exciting to see that your team can really make a difference and have an affect on public opinion - especially if you are working for a cause that you truly believe in.
   • Madeline York-Stevens, Trinity University: It seems that in PR the situation is constantly changing. Although the form or routine of an organization might stay relatively stagnant, the work of a PR person is always changing. PR seems to require a multi-tasked person who is a leader, especially in managing a staff. It seems in PR that you are always meeting new people and working on new projects. As society changes, so does PR. It's not like accounting where numbers remain exactly the same across time. PR is always evolving and that's what excites me about it.
   • Tracy Garcia, Seattle University: I am mostly attracted to the challenge that it provides. Although I love the writing style, creativity and strategic planning involved, I am looking forward to the challenges I will face everyday. PR professionals deal with different clients and products in different industries; they face unexpected situations; they are constantly working against deadlines; they need to be creative and strategic in their planning (something difficult to do over and over again). All of these components of public relations excite me because they are challenging. They force professionals to think quickly, act quickly and be creative. It's an exciting field that needs energetic individuals!
   • Student, Texas Christian University: Being involved in the internal/external communication functions of a company.
   • Sonia de Beaufort, University of Berkeley: To have the different publics happy with the company.
   • Laurie Palagyi, Lee University: The one thing that excites me the most in my career in public relations is being able to put into practice the gifts that have been placed in my life. I am not into helping a big corporation get bigger, but I am interested in helping those who really can't help themselves.
   • Paul Dien, Syracuse University: I think it is an exciting field because you are not doing the same thing everyday; each day is comprised of different tasks and objectives.

5. Upon graduation, do you see yourself working at a PR agency, or on the corporate side within a communications department? Why?
   • Dawn New, Ball State University: Right away I hope to work in an agency - I think it is the best way to jump in with both feet and really see what I like and dislike about the field. Once I find my strengths, I can go on to a corporation and use the skills that I have obtained.
   • Madeline York-Stevens, Trinity University: Most likely within a corporation because many PR agencies don't seem to want fresh college students. They would rather have an ex-reporter from a newspaper. I will most likely seek a position in a newspaper or other medium before applying to PR firms or departments.
   • Tracy Garcia, Seattle University: I see myself working at a PR agency. In an agency, I would have the chance to work on different accounts, which means different industries. Because I don't have expertise in any particular industry (i.e. high tech, non-profit), I would have the opportunity to expose myself to multiple. I think it's a great way to gain expertise in an area as well as determine what industry appeals to me the most. And the chance to work on multiple accounts supports the challenging and constantly changing components of PR that excite me the most. The need to constantly put together fresh, new campaigns for different clients calls for continuous creativity and quick thinking.
   • Student, Texas Christian University: Communications department. I prefer the corporate atmosphere to the agency/client service industry. I feel that one has more rein over their work in a corporate setting - don't have to tailor their work to a client.
   • Sonia de Beaufort, University of Berkeley: I imagine myself working within a communications department. I would prefer dedicating myself to only one company and all its components.
   • Laurie Palagyi, Lee University: After graduation, I plan on achieving my masters. I am not positive the specific field that I will pursue in the future.
   • Paul Dien, Syracuse University: I've interned at a prestigious PR agency and gained valuable experience. However, I plan on attending graduate school for international business and ultimately I would like to see myself working on the corporate side of communications.