By: Kaitlyn Bryson
In late 2019, (or what I like to call B.C. Before Covid) Dr. Scott told me that for me to graduate on schedule I needed to complete the PR Campaigns capstone course by myself. I did not think much of this task — I always preferred independent work and saw this as an opportunity to build my resume and portfolio to showcase for future employers. I felt capable of tackling the challenge before me and motivated to forge a path for the younger peers in the program.
Then the biggest global crisis of my lifetime happened. My friends retreated to their nearby homes to quarantine with loved ones and I was left to find an apartment, furniture, and new routine by myself. Virtually overnight my life revolved around Zoom meetings and my toilet paper inventory. I grew fatigued as the days turned to weeks and then months. Menial tasks I once completed with ease became burdensome. I felt disconnected from my studies, friends, and family, and consequently, myself.
Starting my summer internship with local environmental justice non-profit, Community Action Works, in May turned a new leaf. I reported directly to the Communications and Digital Coordinator, Ruthy Rickenbacker, and assisted with the organization’s rebrand, website design, and social media content. I helped in developing creative messaging strategies to help everyday people step into their power to protect the health of their communities. I felt inspired by the great fortitude exhibited by community leaders who continue to fight for clean air, water, and energy despite the complications of digital organizing. Their persistence was humbling and motivated me to produce the best work possible.
I was very fortunate to expand upon my work with the organization for my capstone project. The goal of my campaign was to help Community Action Works inform its organizers on the possibilities of digital activism to inspire them to continue organizing using online tools. I crafted three measurable objectives over a six month period focused on increasing social media engagement, increasing press hits/clippings, and producing educational outputs. I worked closely with Ruthy to ensure the objectives were obtainable and aligned with the mission and values of the organization.
The campaign work, while challenging to complete without the classroom environment to aid the learning process or additional minds, was achievable using Dr. Scott’s Campaigns Textbook. The book mapped out the campaign-building process in a checklist, elaborated on the significance of each step, and how to execute the items. The book also served as a study guide for the course quizzes, which prompted me to think critically about the significance of my work and answer questions as if I were in a job interview. This textbook should not be left to gather dust on the shelf; it is a tool for success.
I am most thankful for my academic advisor and mentor Dr. Maria Scott. Her insight, feedback, and elaborate storytelling livened our weekly zoom sessions and was integral to the completion of this daunting solo journey. She is an amazing professor and industry leader and I am grateful to have her guidance throughout my time at Emerson College.
For all my up and coming PR friends at Emerson: you got this! The Campaign’s class is an amalgamation of years of your hard work and dedication. The course is your chance to hone your communication skills and create meaningful work and connections with a non-profit organization that you can carry with you for years to come. The feeling of pride (and immense relief — I lost years of my life worrying over nothing) after the client presentation is complete is unmatched. Best of luck and please stay in touch!