By Nicole Zahn

“Oh you’re majoring in public relations…what is that?” If I had a dollar for every time someone gave me a confused look or questioned me when I told them I’m majoring in PR, I wouldn’t need a degree.

When explaining to friends and family what exactly Public Relations is, I instantly think back to the Principles of Public Relations course I took freshman year and fish through the numerous definitions. According to the Public Relations Society of America (PRSA), “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Simple enough. Once explained, some friends and family act as if they know exactly what I’m talking about, but I can tell they still don’t. That is when I resort to the infamous Chipotle E.coli example. “Do you remember when Chipotle had the E.coli outbreak and they closed for a day to re-analyze their company?” That’s when I see a light bulb turn on.

Public Relations is not only benefiting or fixing a company’s image to its public, but also keeping those relationships they have with them. Many people have negative perceptions about PR professionals, stating that we SPIN information and participate in unfairness. That certainly is not that case today. When speaker Cheryl Lambert, Ph.D. spoke at the PRSSA “How It’s Handled” meeting Wednesday, she explained how she breaks down PR to her friends and family (who many to this day still ask her what she does). “I usually explain PR as a magazine,” said Lambert.

The cover of the magazine can be viewed as public relations and the back of the magazine is more of the advertising. The front cover is the story that was pitched to the media by a public relations professional, which has more credibility with the general public. The back of the magazine, advertising, is the result of advertisers, who have more control over their message, but less credibility.

When the E.coli crisis communication occurred at Chipotle, public relations professionals researched and conducted a plan to keep its customers happy. At first, they didn’t try to cover up their mistake. They admitted to the issue during a press conference, following the closing of more than 2,000 Chipotle restaurants. This bold action proved to the public how serious they were about the situation. Their second plan of action: Chipotle announced a $10 million program that would help local food suppliers understand new safety regulations and offered fully paid sick days to its employees. The third part of the plan: Bringing their customers back into the store. What better way to do that? Free lunch. Chipotle offered a free burrito to anyone who texted “rain check”.

The Chipotle example is just one of millions of PR crisis communication strategies that provides an adequate example of what those PR professionals may do. We engage, we communicate, we build relationships, we plan, and most importantly, we create.

Nicole Zahn is a junior public relations major and PRSSA Kent's VP of Fundraising and Community Outreach. Contact her at [email protected].

Erin Zaranec, President

What’s your major and minor(s)?
I am a Public Relations major who is infamously known for declaring (and dropping) seven different minors during the first three years of my undergraduate career.
​
Where are you from?
My hometown is Brunswick, Ohio.

What year are you in school?
​I am a senior graduating in Spring 2017.

What’s something most people don’t know about you?
I have an unhealthy obsession with Fall scented candles and never light less than five of them at once.

What is your favorite PRSSA Kent memory so far?
This summer I attended PRSSA National’s Leadership Rally in Scottsdale, Arizona, with approximately 100 other Chapter Presidents. Leadership Rally allowed me to represent our Chapter and learn about best practices and national trends for PRSSA Chapters. I had the chance to meet people from across the country who I can’t wait to reunite with in November at PRSSA’s National Conference in Indianapolis!

What’s your Starbucks order?
My go-to is a caramel iced coffee with light ice and soy milk… but the second the leaves change I basically live off of pumpkin iced coffee and / or Pumpkin Spice Lattes (all with soy!)

Where’s your favorite place to hang out around Kent?
I have a love / hate relationship with calling Franklin Hall my second home. Between PRSSA and working for The Kent Stater, it’s not uncommon for me to spend more time in Franklin than I do with my own roommates… but it is a such a beautiful building full of such great people, so I can’t complain!

Hanna Moore, Web and Social Media Manager

What’s your major and minor(s)?
I am a Public Relations major, with minors in Marketing and Information Design.

Where are you from?
I am from North Olmsted, which is a suburb on the West side of Cleveland.

What year are you in school?
I am a senior, graduating in May 2017.

What’s something most people don’t know about you?
I won my school-wide spelling bee when I was in 6th grade. It was the first and only spelling bee the school had ever held, so I am still the reigning champion to this day! The moment I won was the beginning of my obsession with spelling and grammar.

What is your favorite PRSSA Kent memory so far?
I have really enjoyed going to National Conference for three years and getting to explore new cities with some of my best friends. Last year, I got to explore the Georgia Aquarium and CNN’s Atlanta headquarters, which I never would have done without PRSSA!

What’s your Starbucks order?
Typically, I order a grande caramel iced coffee with sweetener and nonfat milk, but during the fall, I always order a salted caramel mocha.

Where’s your favorite place to hang out around Kent?
If I’m not at class, work or my apartment, there is a good chance you can find me at Fresco or Dunkin Donuts. ​

Daniel Henderson, Treasurer

What’s your major and minor(s)?
I am a Public Relations major with a minor in Political Science

Where are you from?
I am from Believeland, more specifically Solon, Ohio

What year are you in school?
This is my senior year, but I still have that victory lap to look forward to.

What’s something most people don’t know about you?
So, most people know that I am a Democrat, and I’m a bleeding-heart liberal. What they don’t know, is that I used to be very different. I was actually the president of my High School’s Young Conservatives Club, and planned on running for political office as a Republican.

What is your favorite PRSSA Kent memory so far?
Last year was my first year in PRSSA and as my first year as a PR major, so I didn’t know very many people. However, After the Government PR session last year, I ended up staying after for a while talking to the then-president of PRSSA about politics and The West Wing and the best city in the world (Washington DC). Her and I have stayed pretty close since then...

What’s your Starbucks order?
When I’m ordering for me? A Grande Mocha. If I’m ordering for my girlfriend? A salted caramel Mocha

Where’s your favorite place to hang out around Kent?
Professor Smith’s office. She always has snacks and the conversation is always lively. You will always leave her office feeling inspired and ready to take on the world. ​

At the beginning of August, I had the wonderful opportunity to attend PRSSA’s New York Alumni and Interns Summer Reception at its headquarters located in Manhattan’s beautiful Financial District. The evening was filled with great food, refreshments and conversations surrounding the public relations field. I met many seasoned PR professionals, as well as young PR professionals at the beginning of their careers. It was interesting to hear each individual’s career path and learn about other PRSSA chapters throughout the country. I walked away from the event with an awesome goodie bag, new friends, mentors and perspectives about my own journey within the field of public relations. I believe networking events are some of the most powerful ways young PR professionals can take the next steps in their careers. With that being said, it is important to make the most out of these networking opportunities, especially in larger cities. Here are some quick tips that will help you gain the most value out of future networking experiences:
 
1. Arrive prepared.
This is the most important tip I can give you when prepping you for a networking event. Prior to an event, polish and print your business cards, as well as résumé. You never know who will ask you for your contact and experience information. Even if someone doesn’t directly ask you for your business card or résumé, offer him or her your information anyway. Consider preparing a 30-second elevator pitch about yourself to further impress professionals at an event.
 
2. Dress to impress.
Professionalism is key. Although some networking events may be held in more laid back settings, such as cocktail hours, it is still important to look your best and display professionalism. Always act, speak and present yourself with professionalism to gain credibility and show others how serious you are about your career. I recommend asking event officials what attire is preferred prior to an event date. Business casual attire is usually a safe option.
 
3. Be confident.
Don’t be afraid to engage with each individual at a networking event. Exude confidence by walking around the room and speaking with everyone. It is crucial to step outside of your comfort zone and show you have the personality to communicate with a diverse group of people. Kent State University’s PR Program has prepared you to stand out in the competitive world of PR, so show everyone the strength and versatility of a Kent State degree.
 
4. Ask questions.
Never be afraid to ask questions. You never know when a simple question may lead to a future job opportunity. Seasoned PR professionals appreciate curiosity and critical thinking about the industry. I encourage individuals to think of two or three possible questions they want answered prior to attending a networking event; these may be broad or specific questions. Enter an event with a purpose.
 
5. Follow-up.
PR is about cultivating genuine relationships. After a networking event, reach out to the individuals that you met, in order to continue conversations and further professional relationships. I also encourage you to connect with your newly acquired contacts via LinkedIn or other social media platforms. Reconnect with individuals within a week of a networking event to ensure you stay fresh in their minds.

​Victoria Manenti is a senior public relations major and marketing minor. Contact her at [email protected].