Unlocking the Real-World Experience of PR at Pro-Am Day

By: Foster Milburn

Committee Member

As a student, I often wonder how the theory I learn in school is put to practice on the job. Reading about concepts is one thing, but seeing them in action is another. I chose to study public relations because the profession's dynamic and thrilling nature is incredibly appealing.

To bridge the gap between theory and reality, I attended Pro-am Day on Friday, October 27,

2023. This event exemplifies why I knew joining the Public Relations Student Society of America (PRSSA) at Texas State would provide me endless networking opportunities and professional development.

PRSA Austin, the professional PR chapter for the area of Austin, set up the event for students from regional universities. I was very excited about this because I want to network with students from other universities.

I was allowed to choose which area within our profession I wanted to shadow. I am particularly interested in the nonprofit sector because using my technical skills to advance a cause that I also care about sounds professionally and personally fulfilling.

I shadowed the Public Relations Director for Raise Your Hand Texas, a nonprofit in Texas that advocates for public education policies. One of the issues they prioritize is school vouchers, which aim to divert public funds to private or religious schools, which can strain the financial resources available for public education.

One of the first lessons I learned during this experience was the importance of carefully considering the location of a press event. We walked to the Austin Municipal Courthouse, where a press event was held in response to a recently passed bill.

The Public Relations Director stressed the significance of location monitoring to assess the surrounding environment. In this case, nearby construction was a factor that had to be considered when choosing the event's location.

The press event was inspiring because I got to see several school district superintendents speak, as well as journalists and the media in action. Relationships with journalists and out-of-the-box thinking that PR professionals do were what I learned the most through attending this event.

She discussed that R-P-I-E is a concept you must carry throughout your career. R-P-I-E is a fundamental concept that involves research, planning, implementation, and then evaluating the results from a PR campaign.

Afterwards, we headed back to the office to meet the Social Media Manager, who discussed how they manage the social media accounts. While with this professional, I saw software that monitors media and analytics associated with their social media accounts.

We also learned how Artificial Intelligence is at work with these programs. AI, just like we do, is learning as it works. It can even pick up the emotions of your audience when they comment or if someone is speaking negatively about your organization or post.

Around noon, we made our way to the Moody College of Communication, where we had the privilege of listening to a panel of seasoned PR professionals. They generously shared their advice with us for navigating the unfamiliarities of entry-level positions once we graduate.

This was inspiring because one of my key takeaways was confidence is key throughout your career. I sometimes struggle with imposter syndrome myself, but they reminded us that the tasks we may find mundane in our entry-level positions have their purpose within the workplace. But also, they can teach you skills such as detail-orientedness and active listening when you're the one writing meeting notes.

This experience deepened my appreciation for the field and expanded my understanding of how theory is used in the real world. All while receiving advice from different PR professionals about confidence and the skills we should be practicing in preparation for graduating.