The blog of the Advertising and Public Relations Major Program at GVSU
The APR major will be known for thoughtful, creative, and adaptable students, knowledgeable faculty with scholarly output and professional experience, and innovative and excellent teaching in the state of the art facilities that reflect professional settings. In addition, the APR program will be engaged in the community, with alumni and professionals, embracing diversity in both the college and the profession.
-The APR major will exemplify the principle of integration of theory and practice;
-The APR major values the interdisciplinary and integrated nature of Advertising and PR, as well as other disciplines, in both pedagogy and practice;
-The APR major prepares students to be intellectually curious, culturally aware, and socially responsible;
-The APR major stresses face-to-face instruction and interaction, individual attention to student needs, and smaller class sizes to enhance learning;
-The APR major favors broad, liberal education over more technical and skills training.
Integrating theory and practice to produce innovative professionals
Through the integration of theoretical foundations and experiential learning, the APR major educates students to be strategic critical thinkers and technically proficient advertising and public relations professionals who are conscious of their beneficial role in society.
Nearly 150 university teams across the US compete in the NSAC. University teams are tasked with creating a comprehensive advertising/integrated marketing plan for a national client. The recommendations are documented in a 20-page plans book and delivered to industry judges in a 20-minute oral presentation. District competitions take place in 15 AAF districts across the nation, including a virtual competition.
“This class is truly an immersive experience because it allows students to have a hands-on learning approach, while still under the direction of an advisor to offer guidance,” said student team member Bethany Garcia. “Having real clients turns the pressure on and brings a level of professionalism to each and every class.”
AAF’s District 6 (D6) has the highest concentration of Advertising/Public Relations academic programs located in Michigan, Illinois and Indiana. Twenty universities competed in the AAF D6 NSAC contest this year, including Michigan State, Purdue, Columbia, Ball State, University of Illinois, Indiana University and others. Two teams from D6 will move on to the semi-finals in this three-tier competition. Of the 18 teams that compete in the semi-final round, eight teams will move on to the national competition in conjunction with the AAF ADmerica national conference, this year, held in Chicago.
Grand Valley has been competing in the NSAC contest since 2008 and has placed every consecutive year since 2009; three of those were first place.
“The competition is fierce as the NSAC is seen as a valuable credential for graduates moving into the advertising profession,” said Robin Spring, assistant professor and advisor of the NSAC team. “The NSAC contest is the oldest and largest student advertising competition in the US and recruiters from prominent advertising agencies often scout at NSAC events.”
This year, GVSU’s NSAC tagline line for Ocean Spray was #EmbraceTheBitterSweet. The GVSU team recommended an array of interactive and experiential tactics designed to resonate with younger target market and inspire them to engage with Ocean Spray, a brand that has a largely older consumer base.
A new scholarship named in honor of a former Advertising and Public Relations professor has its first recipient.
Vanessa Lansdale will receive the first $1200 scholarship from the Frederick A. Chapman Memorial Public Relations Scholarship Fund.
The scholarship fund was set up with a large initial gift from the family of Fred Chapman in his memory. Chapman, who taught in the Advertising and Public Relations program at GVSU from 1991-2001, passed away in 2013. The scholarship reached full funding last year after a fundraising drive involving current faculty and alumni. The scholarship is for students going into a career in public relations and dedicated to community service.
Before his ten years of teaching at GVSU, Chapman was involved in numerous activities
that combined his love of public relations and service. . He spent 36 years in corporate advertising and public relations. He was heavily involved in community service, in which he served numerous positions for various organizations, including local government.
Lansdale represents the qualities the scholarship is designed to support. She is an excellent student, and is very involved outside of the classroom. She is Director of Alumni Relations for PRSSA, a member of the GVSU American Marketing Association, and on the Laker Traditions Team. An APR major with minors in photography and nonprofit administration, she also volunteered her services to take photos for the APR program blog and annual report.
Of campus, Lansdale has been active in community service as well. She is a Springhill Teen Service Volunteer, a vacation Bible school teacher, and a volunteer at Woman at Risk, International.
“Through my major, minors, extracurricular activities, and community service, I have found my passion for nonprofits, public relations, digital marketing, and photography,” Lansdale said of her career goals. “I plan to use these skills to start my own company and provide assistance to nonprofits in the West Michigan community, thus allowing more awareness to be brought to their causes. Using my skills, I plan to give a voice to those who do not have one.”
The GVSU Advertising and Public Relations program recently become more involved with the prestigious Arthur W. Page Society when a professor became a member and a group of students placed in the organization’s annual case study competition. Both happened April 5 in New York City at the Page Society Spring Seminar.
Timothy Penning, PhD, APR, a professor of advertising and public relations in the School of Communications at Grand Valley State University, has been named a member of the Arthur W. Page Society (www.awpagesociety.com).
The Arthur W. Page Society is a professional association for senior public relations and corporate communications executives who seek to enrich and strengthen their profession. Members are nominated by current members and must be approved by the board. Penning is one of a group of university faculty who are part of the elite organization.
“It’s a real privilege for me to be a part of this group of communications professionals,” Penning said. “Members are the top communications professionals in the largest organizations in the world, who directly counsel the CEOs. I teach that PR is a management function, and these select group of professionals practice it. I hope to learn much from interacting with them.”
Penning added that his association with the Page Society will also benefit students in the GVSU Advertising and Public Relations program as he brings current practice and insights from professionals into the classroom. It may also lead to high-profile guest speakers and networking.
Penning is a former journalist and public relations professional who started teaching full time at GVSU in 2001. In addition to his teaching and research, he is the coordinator of the Advertising and Public Relations program.
Meanwhile, a group of GVSU Ad and PR students placed third in the Case Study Competition in Corporate Communications.
The Case Study Competition in Corporate Communications, which is sponsored by the
Arthur W. Page Society and the Institute for Public Relations (IPR), awards students whose original case studies best examine the practice of corporate communications in a business issue or crisis. This year’s competition drew 105 entries from 36 communications and business schools across the country.
Students on the Grand Valley team included Aaron Robert, Brianna Olson, Brooklyn Wilson, and Erin Stehlik. Adrienne Wallace was the faculty advisor. Their case was about Target’s transgender bathroom policy. Teams from DePaul University claimed first and second place.
“This case study competition truly challenges students to take a 360-degree view of how communicating around a program or issue can have a significant impact on the overall business of an organization,” said Dr. Tina McCorkindale, President and CEO of IPR. “Winning this highly-competitive award is a great honor.”
The annual competition is judged by a panel comprising Page Society members and members of Page Up, a membership organization for senior-level communicators who have the potential to rise to a CCO or another executive role.
“I am very proud of my team for working this hard outside the classroom,” said Aaron Robert. “To compete and place alongside graduate students nationwide is a testament to our worth ethic and knowledge of public relations. We are honored to represent the GVSU APR program on a national level.”
Travel and tourism public relations is something taught in the Fundamentals of Public Relations course at GVSU, and it comes up in several other courses. It’s just one of many speciality areas of practice within public relations and advertising. The Public Relations Society of America (PRSA) even has a Travel and Tourism Special Interest Section.
So it was interesting that two alumni who have made careers in travel and tourism popped up in recent media.
Rachel Doane and Jared Rozycki have gone from the GVSU campus in Allendale to the state capitol in Lansing. Both graduates of the Advertising and Public Relations program, Doane (2013) and Rozycki (2017) now work together as communication advisors in the Michigan House of Representatives.
Doane works on the Health Policy Committee and Tourism & Outdoor Recreation Committee. Rozycki covers the Military and Veterans Affairs, Oversight, and Insurance committees.
Doane says her job is to ensure the public is informed of the legislative activity that happens in the committees for which she is responsible at every state of the process–bill introduction, committee testimony, House passage, and ultimately, signage by the governor. In addition to writing press releases and drafting speeches for legislators, she said joining committee members for visits around the state is a fantastic part of her job.
“I’ve joined the committee at Muskegon Winter Sports Complex, The Henry Ford Museum, Art Prize, and even had the opportunity to try out and electric bicycle when the committee was considering a bill that would allow the use of e-bikes on state trails.” Doane said. “I tag along with the representatives to take photos of the committee proceedings and include them in my press release about the research the committee is doing to further Michigan’s tourism industry. “
Rozycki’s work is similar for his committees and legislators. He also handles media relations, writing and pitching op-eds, working with journalists to set up TV interviews, and organizaing press conferences.
“I write for all 63 representatives of the Republican Caucus,” Rozyci said. “It definitely took a while to get a hold of all 63 of their voices in my writing – especially since some are really conservative while others are moderate.”
Both credit internships as a key to them landing their current jobs. In the summer of 2016, Rozycki was an intern in the Constituent Relations division of the Executive Office of Governor Rick Snyder during the crest of the Flint Water Crisis. In the winter of 2017, he interned at Truscott Rossman – a PR firm that specializes in grassroots issues – at their Grand Rapids branch.
“Through all of the connections I made at both internships, I was able to apply to the job where I am at today,” Rozycki said.
Doane, who had several other jobs before landing in her current position, also remembers the media relations writing class and the newsreporting class as setting her up for what she does at work today.
“Now I know that if you want to write effective press releases, you really have to know how to think like a journalist if you want the media to have any interest in your content,” Doane said.
Rozycki also expressed appreciation for media relations writing and the various types of writing he learned in the class, as well as the ability to pitch story ideas and op-eds to journalists.
“There are some days where I write 3 op-eds or 35 press releases within the work day,” he said. “CAP 321 (media relations writing) helped prepare me to write quickly but effectively. Sometimes in government PR, there isn’t 45 minutes to finish a press release or op-ed, there is only 5 minutes. Politics is very opinionated, so op-eds are more frequent in government than other avenues in PR. CAP 321 helped with how to pitch as well. Because of the pitching techniques I learned, many of the the op-eds I have written have been covered in big-time publications such as the Detroit News, MLive, Detroit FREEP, Crain’s Detroit Business as well as getting press releases in nearly every Michigan publication and some in Wisconsin and Ohio publications.”
In addition to internships and classes, Doane and Rozycki both have advice for current students interested in careers in PR and government. Rozycki stresses paying careful attention to the news. Doane, who minored in political science, credits that and some advanced knowledge of the political process with helping her to get and succeed in her job.
Scholarships are very helpful for students as they make their way through their higher education. Of course, everyone wants to avoid graduating with loads of debt! Students are grateful to receive assistance in any way. However, when scholarships are available for all different students, the competition can be tough. This being said, GVSU’s Public Relations students have a wonderful opportunity to apply for a scholarship that is specific to them.
The scholarship is for full time undergraduate juniors and seniors in the School of Communications with a declared major in Advertising and Public Relations. Applicants must have a Public Relations emphasis and also have an interest in community service. They must be accepted or currently enrolled at GVSU and have a GPA of at least 3.2. In the application, students are asked to describe their career goals in Public Relations as well as describe their commitment to community service. The award varies, is not renewable, and financial aid may be considered but is not required.
Students can log in and apply for the scholarship here. The deadline to apply is March 1st, 2018, so start your application as soon as possible!
Before his ten years of teaching at GVSU, Chapman was involved in numerous different activities. He spent 36 years in corporate advertising and public relations. He was heavily involved in community service, in which he served numerous positions for various organizations. After his passing in 2013, his family members, colleagues, and alumni generously contributed to this scholarship fund in his honor. Without their help, this scholarship would not be possible for our students.
We’d love to keep this scholarship available for our students in the future! If you’d like to donate to the fund, please go to the APR website. You can donate under the Give Today box. Any size donation is appreciated.
Frederick Chapman’s contribution to GVSU’s Advertising and Public Relations Department is greatly appreciated. In addition to the scholarship, the lounge area that’s outside of the APR faculty offices in Lake Superior Hall has been named “Chapman Corner” in his honor where you can find a street sign with his name.
For more information about Chapman’s life, please click here.