THE MEDIUM

Virginia Tech PRSSA | Spring 2016 | Vol. 25, Iss. 2

Photo
Page
2

VT PRSSA, The Medium

IN THIS ISSUE:
Hokies Encourage
InclusiveVT by Rachael
Downs, pg. 2
What in the World?: How to
Market Your Time Abroad
by Casey Parrett, pg. 3
Member of the Semester
pg. 3
Q&A with Dr. Cornelius
Pratt by Melanie Ford, pg. 4
Creating Facebook Events:
Worth It or Wasted? by
Lauren Etheridge, pg. 5

Hokies Encourage InclusiveVT

by Rachael Downs

If you Google diversity at Virginia

Tech the result is a number of websites
discussing the culture here, and that
speaks volumes for this University.
According
to
CollegeFactual.com,
Virginia Tech is ranked 811th in ethnic
diversity nationwide, with a student
body composition that is similar to the
national average. With this being said,
the university is not settling with this
ranking. They are working on a daily
basis to continue accepting more and
more diverse students to make our student
body stand out and stand together.

Take It From a Senior by

Shannon ODowd, pg. 6
National Assembly Recap
by Pat Rouleau, pg. 7
ND&P Spring Agency Tour
by TJ Davis, pg. 7
Online Connections Can
Benefit Your Job Search by
Carley Armentrout, pg. 8
MEMO: Virginia Techs
Premier Co-Ed A Cappella
Group by Anna Pendleton,
pg. 8
2016 - 2017 Executive
Committee pg. 9
Goodbye from the
President pg. 9
Summer Jobs pg. 10
Director of Publications,
Katharina Elberti
Copy Editor, Melanie Ford

#HokiePR

Irving L. Peddrew III [left] was the first black student

admitted to VT in 1953 [pictured in 2016
with President Sands]

As part of the new InclusiveVT approach,

the universitys deans, vice presidents,
and other senior leaders were asked to
identify initiatives designed to advance
inclusion and diversity within their scope
of responsibility. The initiatives were
strongly influenced by the suggestions
offered at the information forum held
in September 2014. Leaders submitted
the ideas to the Presidents Inclusion
and Diversity Executive Council in late
fall 2014. We adopt and practice the
following principles as fundamental to
our on-going efforts to increase access
and inclusion and to create a community
that nurtures learning and growth for all
of its members.
In October of 2014, President Timothy
Sands unveiled Techs expanded antidiscrimination policy and announced
a broad restructuring of diversity

initiatives to about 400 employees at

the Inn at Virginia Tech. Virginia Tech
has joined four other state universities
in banning discrimination against
transgender students, faculty and staff,
and has mounted a new effort to increase
the schools overall diversity. Sands then
said including transgender people in the
universitys policy is an important step
in changing perceptions of Tech, which
is often stereotyped because of its rural
location, its engineering and technical
focus and its history as a predominantly
white school. (Roanoke Times) These
changes speak greatly to the lengths
Virginia Tech goes to in order to be
inclusive. If an applicant gets admitted
to the university then they should be able
to attend comfortably and without any
sort of discrimination.
Even more recently, Sands shared plans
for additional investments in faculty
recruitment and student scholarships
and a series of strategic next steps with
members of the Presidents Inclusion
and Diversity Executive Council. To
become the leading global land grant
university in the world we must attract
the best students from all backgrounds,
regardless of ability to pay, and recruit
and retain talented faculty members who
will prepare our students to be leaders
and engaged citizens with the cultural
competence to work in diverse teams and
solve complex problems, Sands said.
These new initiatives further support the
goals that Sands laid forth in 2014.
Virginia Tech is more determined
than ever to build an inclusive campus
climate. The university is working to
continuously provide an environment in
which anyone can grow and preparing
scholars to be leaders in their field. Tech
will increase its commitment to diversity
and inclusion to keep up the momentum
of InclusiveVT and its initiatives.

o courtesy
of career.vt.edu
Spring 2016

Page 3

What in the World?: How to Market Your Time Abroad

by Casey Parrett

According to an IES Abroad research

study, 90 percent of students who studied
abroad found their job within the first six
months after graduation.

Less than 10 percent of Virginia Tech

students study abroad. Studying abroad is
a great way to differentiate yourself from
other job candidates. When you spend
time in other cultures, you gain a new
perspective on the world around you. This
new perspective will allow you to bring a
unique mindset not only to your everyday
life, but also to the work you do. You gain
a new appreciation for your own cultures
and traditions by being removed from
them for a significant period of time, and
you learn new ways of thinking that may
replace some of your old beliefs. Studying
abroad stretches you and challenges you in
every way. It will prepare you to work in a

constantly changing world and keep

your clients or organization relevant.
Studying abroad is a challenging and
wonderful experience. It pushes you
out of your comfort zone, forces you to
take risks and rewards you with some
of the most incredible experiences
youll ever have. Learning to
navigate outside of your comfort
zone and take reasonable risks are
great skills for public relations
professionals. The content you create
to represent your clients needs to be
accurate and enticing. Living in and
observing other cultures will expose
you to new methods of marketing
and company/public interactions. It
will also give you a new appreciation
and understanding of how important
it is to know and speak directly to
your audience when communicating.
The smaller the audience and the
more direct the message can be, the
more effective the interaction will be.
Studying abroad requires planning
and organization. Students plan their
own trips and travel, most often, with
others who are just as inexperienced

as they are. Plan A rarely goes

off without a hitch. There was a
particular weekend I reached plan
D before ever leaving home base.
Making adjustments and being able
to adapt as plans change is imperative
in any job today. Studying abroad

will give you plenty of opportunities

to strengthen your flexibility and
adaptability muscles.
After studying abroad, you will
have a better understanding of the
world and how to interact with it.
Communicating clearly with groups
of people is a public relations
professionals
main
purpose.
Studying abroad will prepare you
to do just that by making you more
aware of the world around you.

Member of the Semester: Neeka Eghbali

Year and major? Freshman public relations and consumer studies double major
Why did you get involved in PRSSA? Before coming to Virginia Tech, I knew I wanted to join PRSSA to
gain experience in the field of PR. I was so excited to attend the first meeting, and that excitement will
never leave me. PRSSA is comprised of the most amazing people I have ever met, and I wouldnt trade
it for the world. I have learned so much about how to be successful in the industry while also learning
more about myself.
Where do you one day hope to be career-wise? In the near future, I hope to be working for a PR firm in
the DC Metro area. However, I am open to any opportunities that may come my way.
What has PRSSA done for you? PRSSA has provided me with more than I could have ever imagined. I have not only gained a professional
network, but have also gained lifelong friends. As a newly elected Co-Director of the Ut Prosim PR firm, I am so excited to give back to the
organization that has given so much to me.
Whats one thing you would tell potential PRSSA members? Dont be afraid to get super involved in PRSSA right away. There is something
for everyone, from the different committees (event planning, student-run firm, publications) to networking opportunities. Its truly what
you put in that determines what you get out of it, and PRSSA has so much to offer.

VT PRSSA, The Medium

Page 4

Q&A with Dr. Cornelius B. Pratt

by Melanie Ford

Dr. Cornelius B. Pratt

taught
communication
courses at Virginia Tech
from 1983-1991. He was
the first faculty adviser for
PRSSA at Virginia Tech after
its founding in Fall 1985.
As a current professor for
the School of Media and
Communication at Temple
University in Philadelphia,
Pratt specializes in global and development communication,
as well as strategic communication.
Dr. Pratt gave the following interview to Melanie Ford on
April 21, 2016. [Edited for content]
During what years were you the faculty adviser for VT
PRSSA?
I was faculty adviser for two years (1985-1987). I think
Dr. Louis Gwin took over in the fall of 1987. [Dr. Rachel
Holloway was one of VT PRSSAs faculty adviser in the
1990s, after arriving at Virginia Tech in 1989].
Would you tell me a little bit about the founding of
the PRSSA chapter at VT? Did you establish it, or did
students partner with you to assist in founding the
chapter?
I wrote the proposal for a chapter and submitted it to
headquarters in NYC. On approval, rallied the troops on
campusthat is, communication studies students interested
in public relations particularly from a hands-on perspective.
It was clear that the students wanted to practice public
relations without walls; therefore, the students were the
impetusthe fillipfor conceiving of the Virginia Tech
PRSSA Chapter. The point here is that students were the
key drivers in the founding of the chapter; I was at best only
a facilitator.

To encourage our students to thinkand act

professionally.
To give our students something about which to crow,
thereby giving them a strong sense of community and of
pride.
To make Virginia Tech students competitive in the
marketplace.
To place the communication studies program andby
extensionthe university on the map.
Do you have anything else to add, or anything else that
we should know about the founding of VT PRSSA?
It was a good move; it was a superb beginning. Virginia
Tech students continue to be enriched by their participating
in the chapter, which, I am told, has grown significantly
since its humble beginnings in the mid-1980s.
Is there any advice you would give to PRSSA
students, as someone who has seen and experienced
the communication field evolving over the past three
decades?
Do not be risk averse; think bigand think outside the
box, too. And dont be afraid to fail. Communication is
driven by technology, by telepresence, by a convergence of
media outlets. The days of having ones forte in only one
media platform are gone. Communicators are generalists:
they are polyglots, multitaskers, social-media gurus,
big-data aficionados, as well as strategic thinkers and
planners. Anyone who thinks singularly or is enamored
with the margins is dispensable.
Thank you, Dr. Pratt, for all that youve done to assist
in the founding of our chapter.

About how many individuals were in VT PRSSA in

1985?
The early chapter had between 30 and 40 dues-paying
members (in good standing).
What was your vision for the chapter? What did you
hope it would accomplish in years to come?

From the Archives: 1992 Chapter Members

Spring 2016

Page 5

Creating Facebook Events: Worth It or Wasted?

by Lauren Etheridge

Social media outlets dominate the

communication world and are a key
part in successfully gaining support
and attention from todays generation.
As of late 2015, there are 1.59 million
Facebook members worldwide. With
that growing number, it is uncommon
for
an
individual,
especially
Millennials, not to have a Facebook
account.
That being said, if you have a
Facebook account, you have most
likely received event invites through
the popular medium. Some pros for
using the good ole Facebook Event
invite for your next shindig include
no cost, anyone can do it (as long as
you have an account), it is quick and
easy, and the invitation can reach a
large audience.
Upon receiving the invitation, users
are given the options to RSVP with
yes, no, maybe, or to not
respond at all. Whether you choose

to respond or not, the ability to see sashays in the big drawback of using
who has responded is at all invitees them.
disposal.
People filter through the information
But the question is, does it work?
most important to them. Sometimes
that means Facebook Event invites
I posed this question to my friends. do not make the cut, and they get
When asked if they were more likely overlooked, leaving the host with
to go to an event they RSVP-ed to a small group of guests. It isnt
over a Facebook invite, the general necessarily that people would not
consensus was a resounding yes. want to go to the event; it could just
Furthermore, having the option to simply be it got lost in the many other
commit to the event gives the added notifications received.
push for a person to decide as well as
a reminder to actually attend the event In any case, Facebook Event invites
after RSVP-ing.
are worth the little time and effort
to create. We as a generation are so
No matter how great social media virtually connected that the most
platforms become, there are always efficient way, especially as a broke
drawbacks. Everyday users of social college student, is deferring to a
media are bombarded with push Facebook invite. Plus, you can always
notifications and alerts of whats send a complementary text to some
happening in the online world. close friends to spread the word for
Facebook Event invites are another the party!
one of those many notifications that
users will find annoying, which

Interested in joining? Email President Katie Pesek at ktp94@vt.edu to receive

listserv emails, internship opportunities and meeting information.
Join the Chapters LinkedIn Group | enter Virginia Tech Public Relations Student Society of America
Website: vtprssa.weebly.com | Facebook: www.facebook.com/VTPRSSA | Twitter: @VTPRSSA
Faculty Adviser: Dr. Douglas Cannon | Professional Adviser: Lori Greiner | Local PRSA Chapter: Blue Ridge

VT PRSSA, The Medium

Page 6

Take It From a Senior

by Shannon ODowd

There wasnt a dry eye in Lavery

330 after the final PRSSA meeting
of the spring 2016 semester. The
Take it From a Senior meeting has
been a tradition in VT PRSSA for
years. The idea is that PRSSAs
knowledgeable seniors stand in front
of the underclassmen and fill their
minds with their experience, advice,
expertise, and sometimes jokes that
they have obtained over the last four
years Q&A style.

Dont limit yourself. President,

Melanie
Ford,
suggested
underclassmen apply for jobs and
internships that are reach, possibly
obtainable, obtainable, fall back.
Apply for several positions, even if
its embarrassing how many youve
applied for.

If you dont know how to network,

learn it. Networking is the most
common way to obtain a job or
internship. Director of Publications,
Katharina Elberti, pointed out that
even if a company doesnt have an
open position for you, they can make
one for you or theyll remember
you when a position does become
available.

Incoming President, Katie Pesek,

advised fellow PRSSA members to
talk about what theyre passionate
about. MacKenzie Wine encouraged
that members try to do something with
their passions. Member Relations
Chair, Sarah Harvey, added minor in
your passions.

Robertson, and the remaining seniors,

[hope that] underclassmen take
away that you can make some pretty
amazing friendships and memories
through PRSSA. Katie Pesek
added that she hopes members know
how important relationships within
PRSSA are. Getting to know peers
and alumni can open your eyes to a lot
Look for jobs outside your comfort and make the organization even more
zone. That may be the perfect job fulfilling.
for you. Events Planning Chair,
MacKenzie Wine, added: be sure you After the Q&A, Melanie Ford and
The main takeaways from the meeting know somethings about the area for Katie Pesek awarded each senior
talking points during an interview.
are:
his or her superlative that was hand
selected for them by the executive
officers. MacKenzie Wine award
Melanie Ford the Melanie Ford
Award followed by touching words
from each executive member.

In closing, PRSSA seniors hope that

underclassmen will learn from those
who have before them and they enjoy
their remaining years at Virginia Tech
As the school year comes to a and in PRSSA.
close, Co-Firm Director, Rebecca

Congratulations Class of 2016!

Spring 2016

Page 7

National Assembly Recap

by Pat Rouleau

One of the thoughts going through

my head when I was in Austin was
what a time to be alive. Excuse
the Drake reference, but thats what
was going through my head: it was a
wonderful time to be alive.

Austin is a truly amazing city and

Im so grateful I had the opportunity
to represent Virginia Tech, represent
the Virginia Tech Chapter of PRSSA,
and give back to an organization that
has meant a lot to me this year.
Getting to Austin was a lot of fun.
Between walking around airports
not really knowing where to go
and flying alone for the first time,
it was quite an experience. I had

heard good things about Austin but I

never expected to have as much fun
as I did. After getting to the hotel I
decided to take a stroll around the city.
My first stop was Darrell K. RoyalTexas Memorial Stadium, where the
University of Texas at Austin plays
football it looked a lot different than
Lane Stadium. After walking around
and taking a lot of pictures, I walked
over to the State Capitol building
before heading back to the hotel
for a reception with all of the other
delegates and non-delegates. Not only
was this a great networking experience
but a really nice way of getting to
meet people my age who were all
so passionate about public relations.
Everyone from other Chapters that I
met was fun and genuine.

I hope some of the ideas that I heard

and generated can be implemented at
Virginia Tech. After the days sessions
were over I joined some fellow PRSSA
members for some of the best BBQ
because when youre in Texas, you
have to have barbecue at a restaurant
called Coopers Old Time Pit BBQ.
Im so happy and blessed that I had
the opportunity to go to this event.
It was one of the highlights of my
year and I really hope I have the
opportunity to represent Virginia Tech
at more national events because of
the networking opportunities, as well
as the chance to explore places that I
never thought I would get to see.

The second day I attended sessions

with topics such as tips on how to
improve your Chapter, improve your
personal brand, and how to get people
involved/what each Chapter does
to get people to become involved. I
learned a lot from these sessions and

ND&P Spring Agency Tour

by TJ Davis

On Friday, April 15, eight PRSSA

students had the opportunity to do an
agency tour at Neathawk Debuque &
Packett (ND&P) in Roanoke. ND&P
specializes in marketing, advertising,
and public relations and services
clients including VCU Medical Center,
Virginia Museum of Fine Arts, and
many more. We had the pleasure
of talking with ND&P Senior Vice
President, Mr. Thomas Becher. Becher
started off by telling us about his career
path ranging from journalism to
marketing to public relations and how
he ended up at ND&P.

After delving deeper into the

background of the agency, Becher told
us about one of their most effective
campaigns: increasing attendees at
the Virginia Museum of Fine Arts,
specifically to view the Japanese
tattoo exhibit. Not only did ND&P
use traditional media to help reach
their audience, but they also took
more creative approaches as well.
One of the most effective strategies
they implemented was bringing in a
Japanese tattoo artist to paint the side
of the ND&P office building.
The tour concluded with Becher

showing us around the office. While

the Roanoke location for ND&P has
less people working there than other
locations, it was still easy to see all
the amazing work this agency was
creating. From graphic designers to
marketing coordinators, ND&P has
a skillful team who is working on
collaborating public relations into
advertising initiatives. VT PRSSA is
very thankful to Mr. Thomas Becher
and the rest of ND&P for allowing us
to have such a great experience and
be able to learn more about different
job opportunities in public relations.

VT PRSSA, The Medium

Page 8

Online Connections Can Benefit Your Job Search

by Carley Armentrout

Have you heard the saying Its not what

you know, its who you know? Well,
sometimes it can be the truth. Although
it sounds unfair, it can be a huge bonus
to get in touch with people in offices
where you may want to have a job. Even
if they arent exactly where you want to
work, it can also be beneficial to have
those connections so that they can relay
your information down the line.
Many social media accounts now
make it easier than ever to make
these connections. Fortunately for our
generation, many employers are even
using sites like LinkedIn to find new
recruits. It may sound intimidating
to reach out to big wigs, but more
likely than not they have been in the
same position as you and are more than
willing to help.

David Cohens article Job Hunting?

Both Weak and Strong Social Ties
Can Help elaborates on how any ties
to the outside world can help when
starting the job search. Sometimes
even that friendship on Facebook
can helpeven if you arent really
friends. Just the fact that you have
some sort of connection to a company
can boost your chances of getting a
certain job.
Initially finding these connections
can be tough, but if you put
yourself out there on connection
sites employers will start to notice.
Sites like Hokies4Hire (for Virginia
Tech students), Internships.com,
and LinkedIn are all great tools to
start your professional job network.
According to the article 11 Reasons

Why Every College Student Needs

a LinkedIn Page by Kelly Walsh,
students are highly encouraged to have a
profile because of various reasons: gain
connections to those in the field, get
referrals, and possibly join groups who
can help you gain information about the
field you are going into. The easiest way
to capture employers attention is by
updating statuses, posting your resume,
and making sure that future employers
are in the loop with what you are doing
in the job market.
As a student and even post-graduation, it
is important to have these connections.
Whether these connections are weak
or strong, employers have no idea, so
adding someone to your page can only
be a beneficial move.

MEMO: Virginia Techs Premier Co-Ed A Cappella Group

by Anna Pendleton

Concert promotion, flyer designs,

anniversary videos, and much more
Mixed Emotion client work kept the
firm committee members busy this
semester. The co-ed A Cappella group
is one of the newest clients for Ut
Prosim PR and provided new projects
and opportunities for members. This
year marked the 20th anniversary of
the formation of Mixed Emotions, also
known as MEMO. Firm members have
helped promote the 20th anniversary
platinum edition concert throughout
the semester and are excited to see it
all come together. In preparation of the
event, MEMO hosted percentage nights
at Caf de Bangkok, Wicked Tacos and
Bennys. These events provided the
opportunity for firm members to create
graphics for social media promotion
using InDesign and other Adobe
products. Additionally, table cards,

concert flyers and other promotional

items have been made for the concert.

MEMO has decided to invite alumni

and family to celebrate with them
at this concert and requested the
assistance of the firm to make a video
honoring the past two decades. Firm
members interviewed members of
MEMO and asked them to detail their
favorite memories and gathered clips
of everyone saying, We are Mixed
Emotions. The video was sent to
alumni to create their own and to

thank everyone for their contributions

to the success of the group.
Working with MEMO this semester
was a new and exciting opportunity
for Ut Prosim PR. Members were able
to expand portfolios, develop creative
graphics and create the alumni video
in conjunction with MEMO. This
partnership has kept members busy and
engaged with the clients success and
goals. The firm is anticipating future
collaborations with MEMO and excited
to see the partnership progress.

Spring 2016

Page 9

The 2016-2017 Executive Board

[from back to front]:

Co-Vice President, Megan Finkbeiner

Director of Publications, Anna Pendleton
Chapter President, Katie Pesek
Community Outreach Chair, Addie Orrison
Treasurer, Melissa Buccino
Digital Account Executive, Pat Rouleau
Events Chair, Jordan Hogge
Firm Co-Directors, Neeka Eghbali & Meagan Gray
[Not Pictured] Co-Vice President, Casey Parrett

Goodbye from the President

Dear VT PRSSA:
I cant believe this is my last semester with our Chapter.
This Society and each of its members have come to mean
so much to me.
I leave you with these 10 tips that have helped me to make
the most of the past four years as a Public Relations major:
1. Were a pre-professional PR societynot a club! The
only time it is acceptable to call PRSSA a club is when you
want to see Dr. Cannons reaction.
2. Ask someone who you admire in your field
(upperclassman, peer, or professional) to get coffee.
3. Help your peers to succeed as much as possible.
4. Get involved with a cause you care about: education,
human rights, local community initiatives, food drives,
shelters, farmers markets, or anything. Dont get so
bogged-down in the here-and-now that you forget the big
picture: model Ut Prosim and give back.
5. Apply for A, B, and C-list jobs just like how you
applied for colleges. If you put all your eggs in one basket,
youre going to be disappointed, especially with a fastpaced industry like ours.

for informational interviews. Connect with alumni at those

companies using LinkedIn. Your job search starts in the
fall.
7. Speaking of your job search, go to a PRSSA national
event, such as conference or assemblythey are both lifeand career-changing!
8. Check out the awards and scholarship section of www.
prssa.org you have pretty good chances at winning one,
since theyre exclusive to PRSSA members!
9. RPIE/RACE/ROPE: pick your favorite and dont forget
it! The four-step PR process is life.
10. When someone says that PR is spinning information,
tell that person about the PRSA Code of Ethics and what it
means to you.
Reach out to me anytime at melaniefordb@gmail.com.
You will always be my PRSSbAes!
Best,
Melanie Ford

6. If a company doesnt have job listings posted yet ask

Chapter Statistics

148

dues-paying
members

38

graduating
seniors

396

56

clicks to our blog:

vtprssa.weebly
.com/blog

cans collected for

charity

VT PRSSA, The Medium

Page 10

The Virginia Tech Chapter of PRSSA takes great pride in its members accomplishments, both academically and
professionally. A Chapter is only as strong as its members, and we are fortunate enough to have incredibly driven
individuals who are passionate about everything they set their minds to. Take a look at what some of our members will be
spending their summer doing!
* Melanie

Ford
MSLGROUP
Public Relations Intern
* Kylie

Rudder
The Prime Factory
Digital Communication Intern
* Ashlyn

Maddie Doan
Nike Inc.
Sports Marketing Intern
Rebecca Robertson
Free Agents Marketing
Interactive Project Coordinator

Davidson
Polymer Solutions
Marketing & Sales Specialist

Handerhan
The Prime Factory
Content Strategy & Communications Intern

Jaclyn Kincade
World Wrestling Entertainment Inc.
Talent Relations Intern

Taylor Martin
City of Norfolk
Communication & Marketing Intern

* Marissa

Taylor Fincik
Beliveau Winery
Event Planning Intern

Coakey
The Prime Factory
Public Relations & Marketing Intern

Olivia Ciardi
Wunderman
Client Services Coordinator

* Jenna Sudol
College of Agriculture & Life Sciences
Public Relations Intern
Virginia Tech Alumni Association
Communications Intern

* Katie

Pesek
MullenLowe
Social Media & Public Relations Intern
MacKenzie Wine
Mainstream Engineering
Marketing Intern & Brand Ambassador

* Elizabeth

Morgan Monroe
National Transportation & Safety Board
Communications & Public Affairs Intern
Kaitlin Reese
Virginia Tech Athletics
Marketing Assistant
* Member acquired internship through a PRSSA connection
Bold means Senior with full-time position