The Medium is the biannual newsletter for the Virginia Tech chapter of the Public Relations Student Society of America (VT PRSSA).

Firm Runs for Award by Kevin Williams, pg. 1

National Assembly by Carlin Witt, pg. 2

Member of the Semester, pg. 2

PRSA Luncheon by Megan Burpo, pg. 3

ND&P Tour by Candace Rutherford, pg. 3

Graduating Seniors by Melissa Grau, pg. 4

Goodbye from our President, pg. 5

Comm Connections by Melanie Ford, pg. 5

LinkedIn for Big Kids by Katharina Elberti pg. 5

APR Accreditation by Rebecca Robertson, pg. 6

There was never a dull moment for the members of PRSSA’s Ut Prosim Firm committee this past semester. For the past five months, The Firm, led by Dan Bowman, has worked closely with Gobble Cakes and Koofers on their recent public relations campaigns. “Koofers and Gobble Cakes have benefited greatly from our work,” Bowman said. Working with these two companies gave members of The Firm hands-on experience working with actual clients. The Firm was responsible for extending Koofers’ media outreach for their new product, Campus Recruiter. As the firm members gained more and more experience, they were able to get articles placed in various publications, including student newspapers around the country. Brandon, one of the co-founders of Koofers, also hosted a pizza party during a VT PRSSA meeting as a thank you to the firm. Members worked on creating an image for Gobble

Cakes as more than just a bakery. This is where the team’s creativity came into play. They used Facebook, Twitter, and other marketing strategies in order to establish

a greater social media presence for Gobble Cakes, and to make them more engaging and

entertaining to their customers. Their efforts resulted in the Gobble Cakes Valentine’s Day commercial and the Cupcake Madness bracket. Bowman starred in the commercial alongside Elliott Williams and Hannah Gray. It’s no surprise that Gobble Cakes’ Valentine’s Day sales increased tremendously after the commercial aired. “I am really happy with how the commercial turned out and really impressed with how many views the video attained in such a short time,” Gray said. “It blew up!” The Cupcake Madness bracket was

inspired by the NCAA March Madness college basketball tournament. Over the course of the month, fans of Gobble Cakes’ Facebook page voted for their favorite cupcake flavor. In the end, Bowman announced that the Strawberry Champagne flavor was the winner of Cupcake Madness through a comical video that can be seen here on the Gobble Cakes Facebook page and YouTube. Engagement from Gobble Cakes’ fans on Facebook reached an all-time high due to the bracket. It’s easy to see that The Firm has really been working hard this semester. They are currently applying for the National PRSSA Student-Run Firm Award for their efforts during the spring semester. As Bowman prepares to graduate at the end of this semester, he took the time to reflect on the committee’s

work. “I really enjoyed leading the firm this semester. I think we have come up with some awesome content, and I am proud of all of the members

for all their hard work!”

Kaitlin Reese Sports Marketing at Virginia TechBriana Trulear The Hodges Partnership (Richmond, Va.)Candace Rutherford ND&P and the Science Museum of Western Virginia (Roanoke, Va.)Anna Hubbard The Smithsonian Institute (National Museum of Natural History in Washingotn, D.C.)Meredith Hall Richmond Flying Squirrels community relations internMelissa Grau Esquire Coaching (virtual)Maya Chapman Advance Auto Parts (Roanoke, Va.)Valerie Grove Cross Cultural Communications (Columbia, Md.)Melanie Ford Myers Public Relations (Reston, Va.) and VT Career ServicesCourtney Edwards Country Music Hall of Fame (Nashville, Tn.)Katharina Elberti Chesapeake Bayhawks Professional LacrosseIrene Kilmer The Center for the Arts at Virginia TechAllie Sheets SES Government Solutions (McLean, Va.)Mary Puglisi Make-A-Wish Foundation (Bethesda, Md.)*Kate Robertson TGaS Advisors (East Norriton, Pa.)*Cat Goergen Mullen (Winston-Salem, NC)*Daniel Bowman SpeakerBox Communications (McLean, Va.)*Becca Leaf Capitol One (Richmond, Va.)

*Indicates job for graduating seniors

86total dues-payingmembers

Members who are graduating seniors

clicks on 13 spring blog posts (vtprssa.weebly.com/blog)

Members with upcoming

internships (based on voluntary survey)

24149

18+ This March, I was fortunate enough to attend the PRSSA National Assembly held in Charleston, S.C. The convention began with a Welcome Reception in which all of the delegates and members gathered by region to get settled in. We heard a presentation from the current members of the PRSSA National Committee and all about what their jobs entail. I was able to quickly make friends, as this conference contained so many charismatic, friendly people from all over the United States who were eager to make connections.

One of the most exciting things about the convention was the leadership seminar that took place on Saturday. I was able to learn so many things about how other PRSSA

organizations are run and events they hold each year. The leadership seminars focused on individually becoming a better leader as well as within your own PRSSA chapter,

Ethics in Public Relations, and Communicating Member Benefits. I learned so many great things PRSSA has to offer and was given tons of advice on how to connect with public relations professionals and students. The major key point was

networking and making connections. PRSA members strongly encourage students to not only network but also follow-up with the initial meeting or email. Another really great tool is the free PRSSA Code of Ethics app for iOS devices. If you are ever in a situation within your chapter or during a PR campaign, you can refer to the app as a way to solve problems and make decisions ethically. I really want to encourage any member of PRSSA to get out there and network, but also take advantage of all that PRSSA has to offer. Conventions and Assembly are great ways to network with students and PR professionals and learn about how to improve your chapter. I strongly encourage that incoming executive board members or members who are interested in learning about leadership in the industry attend National Assembly.

Major and year? Sophomore communication (PR) major with a professional writing minor

How are you involved with PRSSA? I joined PRSSA in fall 2013. I am part of the Medium & Blog Committee and was just elected to be the 2014-2015 Webmaster and Editor-in-Chief.

Where do you one day hope to be career-wise? I love lacrosse and I love writing about and promoting sports so I hope to one day combine those passions and do public relations for Major League Lacrosse at their headquarters in Boston, Massachusetts.

What has PRSSA done for you? PRSSA has given me so much: real-world experience, a greater understanding of what I have to do to achieve great things in the PR world, and of course, amazing friends. It’s a great group of people who are incredibly passionate about what they do and working in that kind of environment is a blast.

What’s one thing you would tell potential PRSSA members? You’ll be amazed by the opportunities joining PRSSA will present to you. Employers reach out to PRSSA all the time with incredible job opportunities and the network of people you’ll meet will be invaluable.

On Thursday, April 10, nine VT PRSSA members attended the PRSA-Blue Ridge luncheon to network and discuss a topic vital to public relations: numbers. Speaker Matt Baron, founder of Inside Edge: Public Relations & Media Services and a Northwestern University graduate, began his speech by asking how many attendees disliked math as a subject in school. At least 75 percent of the hands in the room shot up in the air. Baron proceeded to give tips to empower communicators to gain a reputation as mathematical mavens and use this knowledge to secure media placements. Baron stated that numbers quantify facts, add meaning to a story and increase trustworthiness and credibility. The speaker spoke of the three C’s - context, creativity, and credibility - as guidelines. Baron interacted energetically with audience members and gave periodic activities to help students and professionals alike develop numeracy, or

mathematical literacy. “This topic was so unexpected but I really learned a lot from it,” senior Katie McAndrew said. “To truly be successful in PR you must have a wide variety of skills outside of PR, and I think this was demonstrated perfectly through this talk.” Not only was the luncheon a great opportunity for those with an interest in PR to learn new skills, it was also am opportunity for students to network with professionals in the community. “I thought it was a great way to meet new people and to really see how PRSA operates,” Maya Chapman, a sophomore PRSSA member and luncheon attendee, said. “It was really cool to see adults with careers who are still active in PRSA and trying to improve their skills.” The luncheon was held at the Blacksburg Holiday Inn on Prices Fork Road and co-hosted by the Virginia Tech Communication Department and Neathawk Dubuque & Packett.

Only one day after the PRSA luncheon, nine VT PRSSA members travelled to Neathawk, Dubuque & Packett in downtown Roanoke. The advertisement agency is multifaceted and has professionals in the areas of public relations, marketing, crisis management and media relations. ND&P offices are also located in Richmond, Va. and Chattanooga, Tn. On the tour members were given a glimpse into the lives of professionals in the PR field. Sophomore communication major Rebecca Robertson viewed the experience as a way to gain perspective on a career that she is still learning about. “I had never seen a PR agency before so it was really interesting just to see what their work day is like,” Robertson said. One tour attendee, who interned at

ND&P last summer, had first-hand knowledge about the agency work day. “As an intern at ND&P, my tasks varied depending on what clients needed,” Katie McAdnrew, a senior communication major, said. “I primarily worked with Betsy Parkins, the social media director, and Chris Turnbull. I was not only able to strengthen my skills in social media, but also use the public relations skills I had picked up in classes and PRSSA meetings in an agency setting.” Agency tours are a great tool for students who are still uncertain about life in the PR world as well as students searching for internships and looking to make contacts. VT PRSSA would like to thank ND&P for their mentorship role toward our chapter members.

Dear incredible people of VT PRSSA,

When did it become May? I guess time flies when you’re having fun in PRSSA. I am honored to have led such a talented and passionate group of people this year. Thank you for your dedication to our organization…and for dressing up in business casual wear on January nights in Blacksburg.

While applying for PR jobs this year, I learned just how competitive the industry is. One of my interviewers said, “That’s great, you know about public relations. So does everyone else I interview.” When this happens to you (it will if you apply for enough jobs), I advise one thing- hang up on them. But before you hang up on them, tell them you are not prepared to merely succeed in public relations. Tell them that through everything you have done in PRSSA-attended National Conference, managed to get recapped for a Twitter chat, created viral videos and multiple campaigns for Gobble Cakes, networked with industry leaders such as Larry Parnell, and helped your chapter meet the requirements to win its first ever Star Chapter Award- you are prepared to impact this industry. Tell them you are going to shake things up, contribute unthinkable ideas and dedicate yourself until the job is done. I know that if you tell them this, you won’t be lying. Each and every one of you is going to do incredible things.

Never hesitate to call (804-647-1031) or email me (catgoergen@gmail.com) when you want to talk about jobs or life. Even if it’s 50 years from now, I will remember you all.

Sincerely,

Cat Goergen

As the spring semester comes to a close, it is time for us to wish our graduating seniors the best of luck as they start the next chapter of their lives. The seniors who have devoted their time and talents to the improvement of our chapter will be greatly missed, but are certainly on to bigger and better things. Featured below are words of wisdom from three graduating seniors that have all greatly impacted our organization. Read about how PRSSA has helped them launch into life after undergrad!

How has PRSSA helped you in terms of building your professional skills? Becca Leaf: PRSSA gave me a glimpse of what to expect in the working world, and taught me how to act, dress and prepare for it. I used my PRSSA experience in my interviews, and to be honest may not have landed my current job without it.

What is your best tip for having a successful interview? Kate Robertson: Always research the company you’re interviewing with and give yourself some background info before you go in! Cassie Smith: Be prepared so that you walk into the interview with confidence. I began preparing for my IBM interview two weeks prior to the interview. Becca: In behavioral interviews, make sure you have three stories in your head that could apply to multiple questions. Also, have some great

questions prepared for the end of the interview because they will almost always ask, “Now do you have any questions for me?” What is your motto? Kate: A cheesy Shakespeare quote: “This above all: to thine own self be true, and it must follow, as the night the day; thou canst not then be false to any man.” Becca: You should always be happy with who you are. At the end of the day, you are you and only you can choose to be happy—no one else has the power to control that. Cassie: Do everything right the first time, because you might not get a second chance.

What would your senior self like to tell your freshman self? Kate: Don’t be afraid to change your mind a time or three, and always be open to trying new things, taking different classes, and pushing your limits! Becca: Oh wow, so many things -- these four years really do escape you. Choose a few things that you are extremely interested in and do them well. Don’t buy into the drama; you always want to be the person that your friends vent to, not about. Don’t talk badly about ANYONE. If you are confident and truly happy with yourself others will flock to you. Be genuine in all that you do and say. Have fun! Cassie: You will be so much more effective accomplishing homework, reading and projects if you put your

phone away and stay on the quiet floor of the library.

Where are you headed next? Kate: I am off to pursue a Master’s degree in Interactive Media at Elon University down in North Carolina. Becca: I will be doing project management for Capital One in Richmond, Va. Cassie: This October I will join IBM Global Business Services as a public sector consultant in the Enterprise Application division in Arlington, Va.

What are some words of wisdom for current PRSSA members? Kate: Get involved early and make the most of your time as a student member! Becca: It isn’t enough to just pay dues and put PRSSA on your resume. Interviewers will be expecting to hear the details of your experience with the organization. Cassie: Embrace every opportunity. This useful trade organization provides many ways to network with experienced professionals, gain leadership experience and bond with future co-workers.

Congratulations Class of 2014! Thank you for all you have contributed to the Virginia Tech Chapter of PRSSA!

Pictured above (from left): Katie McAndrew, Kate Robertson, Meredith Spencer, Chris Bonelli, Dan Bowman, Becca Leaf, and Cat Goergen.

It causes me physical pain when a fellow college student says they do not have a LinkedIn account. Freshmen, you’re off the hook; sophomores and upperclassmen, shame on you! As college students we are all too aware of how the job market we are about to enter is not in the best shape. Creating a LinkedIn account is easy and tells a great deal about your desire to succeed in your future professional endeavors. Here are some easy yet crucial steps to making a competitive LinkedIn profile: Keep Your Profile Up to Date! Post jobs, volunteer work, internships – everything. Show that you’re an involved member of your community because employers are looking for people who

who have personality, non-work related interests, and rounded experiences. Take Advantage of the Features! LinkedIn allows users to upload work examples, share professionals links, and write recommendations. Uploading shows potential employers not only your work, but your ambition and initiative. Endorse! Under the skills section, users can list their abilities and have others endorse them. Showing potential employers that individuals took the time to make others aware of your talents is a big deal. Help your friends and endorse them! Don’t Be Shy! Reach out to professionals; that’s the purpose of the site. Write to potential employers about the opportunities they’ve posted. Inquire regarding what you can do to become a competitive candidate. These actions show initiative and determination; two qualities highly desired by employers.

Comm Connections is an annual networking event that the Virginia Tech chapter of PRSSA has been hosting since 1992. Comm Connections 2014 took place on Saturday, February 8 and boasted an impressive 64 attendees and two guest speakers. Keynote speaker Chris Turnbull, the Director of Public Relations and Crisis Management for Neathawk Dubuque & Packett in Roanoke, Va., presented on “Myths Young Graduates Believe,” which detailed his career journey and advice for young graduates. “A few members of the executive board met Mr. Turnbull at a Blue Ridge PRSA luncheon,” Alex Niciforo, Special Events Co-Chair, said. “He has a great amount of industry experience and the ability to connect with students on a personal level.” Guest speaker Don Egle, the

Senior Director of Communications & University Spokesperson for James Madison University, was in attendance as well. Egle challenged young PR professionals to be #seatready and to earn a place in the corporate world. “PRSSA has had a great relationship with our guest speaker, Don Egle, over many years,” Meredith Spencer, Special Events Co-Chair, said. “He has always been requested to return to speak.” Spencer and Niciforo planned and managed the event with the help of two Events Committee members. “The planning process took place over the span of eight months,” Spencer said. A catered lunch and complimentary cupcakes, courtesy of Gobble Cakes, were included. The event was held from 12 - 3 p.m. in the picturesque Jamerson Athletic Center, overlooking Lane Stadium and the practice fields.

We couldn’t have done it without our Faculty Advisor: Dr. Douglas Cannon, APR & Professional Advisor: Lori Greiner

Interested in joining? Email courtp19@vt.edu to receive listserv emails, internship opportunities and meeting information.

Meeting schedule: Every other Wednesday at 7 p.m. in Johnston Student Center RM 100

Get involved on a committee! Visit the “Our Chapter” page on our website for more info.

Website: vtprssa.weebly.comFacebook.com/VTPRSSA Twitter: @VTPRSSA

PRSA: Blue Ridge Chapter

Thank you for a great year! Your outgoing executive board (from left): Danielle Logan, Chapter Relations Chair Melanie Ford, Webmaster/Editor-in-ChiefBecca Leaf, Secretary/TreasurerCourtney Edwards, Vice PresidentAlex Niciforo, Special Events Co-ChairMeredith Spencer, Special Events Co-ChairDan Bowman, Firm DirectorCat Goergen, President

Courtney Edwards PresidentMelanie Ford Vice PresidentStephanie Trager Secretary & TreasurerHannah Gray Chapter/Member RelationsAllie Sheets & Kaitlin Reese Firm Co-DirectorsKatharina Elberti Webmaster & Editor-in-ChiefKasey Dyer Kraft Social Media ManagerIrene Kilmer & Mary Puglisi Special Events Co-Chairs

Congrats to our 2014-15 e-board:

As the field of public relations continues to grow, professional standards develop as well. A recent topic of debate among PR professionals is accreditation and whether it’s necessary. When someone is accredited in their field, it means that they’ve demonstrated mastery of their industry’s standards. Those looking to enter the PR field should have an understanding of this industry trend. There are a few accreditation options for PR professionals. Since 1964, the Public Relations Society of America’s Universal Accreditation Board (UAB) has offered Accreditation in Public Relations (APR). This certification demonstrates that the practitioner is experienced in the field and has mastered essential knowledge, skills and abilities. Becoming APR certified involves an examination and interview process, and those certified typically have at least five years of experience. A second option is to become an Accredited Business Communicator (ABC) via the International Association of Business Communicators. This shows that you have completed an IABC program demonstrating your skills communicating in organizational settings. The IABC is in the process of updating their certification program to focus on global communication principles, which will hold communication professionals to an

international standard. A third option, geared at college seniors, is to receive entry-level PR accreditation through UAB. Public relations students can take an exam measuring their knowledge of PR principles and ethics. Those who pass

can use an entry-level credential on professional materials such as resumes. This certification expires after five years, making it a sort of “fast-track” toward APR accreditation. With several avenues of PR accreditation available, the question remains: is it worth it? Many PR professionals feel that it’s not worth

their time and effort, saying that their work speaks for itself and their contacts and experiences are more important than a certification. Many others say it’s important to get certified because it shows that you meet professional standards for strategic communication and ethics. I would personally side with the supporters of PR accreditation. It’s hard to say how important accreditation will be in the coming years, but I think it can only help you. Being accredited sets you apart from the crowd, showing your commitment to your career, clients and profession. It shows that you have high performance standards and uphold ethical practices. As the job market continues to get more competitive, anything you can do to make yourself stand out is definitely worthwhile.