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Over the past weekend, Emerson PRSSA participated in the Northeast District Conference at Boston University, PR Advanced: See Through Boundaries and Unlock Potential. The conference delivered engaging and relevant insights into diverse public relations themes, spanning from DEI to media relations, while also facilitating the opportunity for excellent networking among PR students from different schools. We asked three freshman PRSSA members on their key takeaways from the event, and here’s what they had to share:

Caitlyn LeVangie (Public Relations major, ’27):
I think that the biggest thing for me was hearing professionals talk about their career trajectories. It was really reassuring to hear that most people find their niche accidentally or through trial and error since it’s already a little daunting thinking about choosing an industry to focus on. I also learned about a lot of areas of PR that I had never thought about before, and will definitely be looking deeper into investor relations! The panels were definitely my favorite part, they were a great opportunity to get personalized answers from people whose shoes I hope to be in in a few years. I also really enjoyed finding my favorite speakers on LinkedIn the next day and having personal details to include in my connection notes!

Maxwell Brady-Lewis (Public Relations major, ’27):
This past weekend I got the opportunity to attend the Boston University PRSSA 2024 conference. I took part in three different workshops/panels hosted by industry professionals. Through attending this conference, I left with a better understanding of how to craft a superb résumé and the effects that AI will have on the profession. But I think what panel I took the most from was “Defining Your Why” hosted by Rachel Ballatori. This panel resonated with me the most because of Rachel’s own story of building her business. I was inspired to continue pursuing the career I want within the public relations industry. But also understand that just because the path you want isn’t visible does not mean you can’t make it.

Ella Duggan (Communication Studies major, ’27):
Attending the PRAdvanced Northeast District Conference this year with the Emerson PRSSA was an important opportunity for me to engage with the PR and communications fields outside of the classroom. Hearing from successful people who work in the industry about their career paths helped me to better understand my own passion for PR and what I am able to do with it. I learned something from every speaker I heard, but it was Rachel Ballatori, Founder and CEO of Mill+Co., who defined my overall experience at the conference. She talked about “knowing your why”, and how vital it is to know why we are who are and why we do what we do in this industry. We can have all the practical skills and education in the field that we want, but it is why we do it that will drive us and allow us to succeed.

Whether you like the beat, the instruments or the lyrics, there is much more to every song and artist than you may think. 

During PRSSA ICON 2023, I attended the breakout session “Look at the World of a Music Publicist” presented by Keisha Monique and Shawn Caesar, where I learned about the world of PR and marketing professionals that bring the music industry to life. During the presentation, I gained valuable insights and advice from Monique and Caesar, who each had several years of experience working across different facets of the industry.  

Monique is a PRSA board member with 15 years of experience in strategic marketing and communications and the founder of Keisha Monique Public Relations firm. Her experience includes collaborations with BET Television, TMZ, NBC News, Power 104.7, DTLR and more. Caesar is a DJ and music producer who co-founded Unruly Records and DTLR Radio. He has worked with artists such as DJ Quicksilva, Jack Harlow, Megan Thee Stallion and many more. Currently, he is the Vice President of Marketing at DTLR.

Monique started the session by highlighting the importance of passion when it comes to the music industry. The music industry is not a cookie-cutter field, she emphasized, and in order to succeed, aspiring publicists must use their genuine interest and passion to break through the competition. Although simple and seemingly apparent, this insight excited and inspired me as an aspiring music industry professional. 

Monique and Caesar then went on to talk about the areas they handle as music publicists. They are in charge of event promotion, social media management, crisis management, interview preparation, content promotion, branding and marketing collaborations and much more. This list of responsibilities made me even more eager to strive towards being a music publicist one day. I am passionate about the music industry and being able to also take part in PR at the same time makes me even more excited to work towards my goal. 

The two also stated that a music publicist is an individual who serves as a bridge from the artist to the target audience. I want to be that bridge and hearing them talk about how they are/ have been that bridge has been truly inspiring and has helped me view the industry with a fresh mindset and fresh set of eyes. Serving as this bridge can be a lot and it truly requires understanding both the artist’s brand and their audience’s needs. There is no faking it until you make it when it comes to the music industry. Hard work and passion can help you not just to be this bridge but to be successful.

Being in that room while the two shared insights into their distinct campaigns and projects within the music industry, along with recounting their journeys as music publicists, solidified that this is the career path I envision myself finding fulfilment and happiness. Being able to combine the two things I love through music and public relations is exhilarating to me. While the competition within the music industry is pretty intense, I know that with drive, passion and love for music, I am well-equipped to succeed. There are so many amazing aspects of being a part of the music industry, but the most important thing Monique and Caesar preached was to remember that you need to believe in yourself and be willing to take risks to get to where you want to be to succeed.

About the Author:  Mackenzie Wren (She/Her), Junior, Public Relations Major, Journalism Minor, Podcasting, Radio & Streaming Media Minor

Mackenzie is a junior Public Relations major with minors in Journalism and Podcasting, Radio & Streaming Media. She joined PRSSA to become more immersed within the PR community, as well as meet more individuals who love what she loves. Outside of PRSSA she is involved in WECB, where she is a Programming Director and co-hosts the radio show “girls, interrupting”. She is also Social Chair for her sorority Alpha Epsilon Phi. Off- campus, Mackenzie loves the beach and enjoys discovering new music.

Connect with Mackenzie

Kindness Day takes place on November 13 and aims to promote the importance of being kind to others, oneself and the world at large. While kindness should be practiced every day, November 13 is a special day to unite and celebrate each other through acts of kindness. We would like to spread this kindness throughout the entire week!

Our chapter has planned to cover the Piano Row lobby window with Post-it notes containing kind messages. Throughout the week, the window will be filled with these notes, visible not only to the Emerson community but also to the public Boston community. Our hope is to spread kindness as far and wide as possible. 

How to get involved:

It’s easy! On Monday, November 13, simply pick up a Post-it in the Piano Row lobby, write a kind message with the sticky side facing you and we’ll stick it on the Piano Row lobby so that it’s facing the world! 

Examples of messages:

• “You’re doing great!”
• “I’m happy you’re here.”
• “You’ve got this!”

If you post about this event on social media, please tag our Instagram @emersonprssa!

Can’t join us on Monday? You can still participate! Email our Vice President of Membership through email at daniella_white@emerson.edu. 

Hello PRSSA incoming members!

As the fall semester is now in session, I am here to share some details about what you can expect this September. Exciting events are scheduled, and I look forward to getting to know you!

On Friday, September 8 is the Org fair. This is a great opportunity to familiarize yourself with the chapter and ask any questions in person. Your president and co-VPs will be there, so feel free to swing by and say hello! Additionally, we have monthly Candid Conversations and a fun mixer lined up for September. More info will be sent out via email when we are closer to those dates!

Here is the link to create an account and pay for the membership dues on the PRSSA website. Having a PRSSA membership is a valuable tool in furthering your PR academic and professional career! In addition to our chapter’s meetings hosted at Emerson, there are some other great listed benefits on the PRSSA website. Submit your dues ASAP, please don’t delay!

Let me know if you have any questions, and best of luck with starting your fall semester!
-Lily (VP of Membership & Programing)

lily_ogden@emerson.edu

By Basia Stachurska

Driven, hard-working, overachiever. “I’m a Virgo,” she said, describing her world as detail-oriented and color-coded. Caitlin Marino, associate director of New Business for Sony Music Latin-Iberia, shared her story with PRSSA members and communication students during the first Candid Conversation of the semester. 

Caitlin is a University of Miami alumna with a degree in public relations and a double minor in marketing and music business. After graduation, she joined The Latin Recording Academy managing sponsorships with top global brands and developing marketing and branding assets for the Latin Grammy Awards. Then she made her way to Sony, where, apart from her day-to-day job, she is engaged in initiatives highlighting female executives working in the entertainment industry, as well as employee development and mentorship programs. She is also pursuing an MBA program at Kellogg School of Management. 

Throughout the conversation, Caitlin stressed the importance of being (overly) prepared and writing everything down. “You have to be thinking two steps ahead because otherwise you’re scrambling, or you’re forgetting, or apologizing (…) and you definitely want to put your best foot forward.” She explained that especially in the music industry, everything moves extremely fast and you need to be prepared and do everything possible to make things work. 

Caitlin shared a story from the Latin Grammy Awards Gala where she climbed on a ladder in a ball gown to fix a poster that wasn’t put up correctly. She explained that she is always thinking about how to make things work, make her boss look good and keep the client happy: “That’s kind of the perspective and the drive and the grit that you need in this industry,” she said. “So it’s not ‘Oh, well, production didn’t do it.’ It’s ‘Okay, somebody give me a hammer and the tape.’”

Caitlin highlighted the value of having different skills and knowledge that can transfer to other industries. She advised students to consider what goes into a job they want and some of their skills or interests that are useful in that and provide a fresh perspective. 

Answering one of the questions from a student, Caitlin said that one digital tool she wished she learned earlier was TikTok. She stressed the importance of being aware of social platforms, knowing how to use and leverage them and staying up-to-date with shifts and new trends. Her advice was to be creative and think about how all of those things apply to your client. 

Finally, Caitlin talked about internships: she recommended thinking ahead, being aware of deadlines (which are often months in advance) and being creative when breaking into your desired industry. Based on her personal experience, she encouraged students to look into companies that people might not necessarily have in mind — for example, PR agencies that work WITH the companies they want to work for.

During Candid Conversations, Caitlin provided insight into the music industry and what it takes to succeed as a PR professional. Her positive energy and drive were incredibly motivating for students to keep improving and working toward their goals.

By Jaclyn Galvin

From PRSSA to the Pérez Art Museum Miami, Alexa Ferra is well-versed in the PR realm. Ferra is a graduate from the University of Miami and currently serves as the Director of Marketing and Communications at the Perez Art Museum Miami. While at UM, she worked her way up the ranks in the PRSSA program, culminating as the President. She mentioned that she loved PRSSA because it was “a really great way to dive deeper than what you do in your coursework.” Her favorite parts of her PRSSA experience were talking to speakers and going on agency tours. 

During her senior year, Ferra held two internships at the same time in order to diversify her portfolio. One of these was at an agency, which she encouraged everyone to try at one point. She said that it was a different experience because of the fast-paced environment. While she didn’t stay at the agency after graduation, she appreciated the experience. Just a few months after graduation, Ferra got her job at the Pérez Art Museum Miami, where she has been for the past ten years. She has held essentially every position within the communications department at the museum and has worked on numerous projects and events including a total rebranding. She had a lot of advice for us based on her experiences.

One skill that makes students marketable to employers is a passion for learning. Utilizing the free workshops online like LinkedIn Learning or gaining certificates helps to make you look more well-rounded. “Get your certifications, because it’s nice to see that individuals are constantly willing to learn and add more under their belt,” Ferra said. Another skill students should perfect is writing. While passion is important, your writing skills can reflect that passion in any tactical or social materials. 

As the Director of Marketing and Communications, Ferra must be organized in order to manage all the requests coming into her from various parts of the museum. She noted that she recently implemented a communications request form to streamline any requests coming to her from the museum in order for her to better collect information. Something that helped Ferra be more organized early in her career is lists as well as her agenda book.  

One of the biggest pieces of advice she gave us is to not overwork yourself and make sure that you are still making time for things that you care about. “I’m always doing something, it’s just who I am,” she says. “I’m a workaholic and I have a family too, but I needed to make restrictions for myself.” But, don’t constantly overwork yourself because then your overall performance will be hindered. Have outlets other than work to express yourself. For Ferra, this comes in the form of a wine blog, where she has gained a relatively large following (@alexaswinediary on Instagram). 

As Ferra is a young Latina woman, she has had numerous experiences where people didn’t take her seriously, or she was underpaid. She said that sometimes she has to make her own confidence in those situations. That can come from something as simple as her wearing heels instead of flats! Some more advice she had for young people is to “apply, apply, apply! Don’t be discouraged to put yourself out there. Be persistent and keep track of who you’re contacting, someone will respond to you I promise you.”

Thank you Alexa for sharing the advice you had for us! Stay tuned for the announcement of our next Candid Conversation.

PRSSA Candid Conversation with Jessica Staropoli and Kourtney Karr

By: Jaclyn Galvin and Thea Nagle

Jessica Staropoli and Kourtney Karr spoke to the Emerson College chapter of PRSSA on January 12 for the Candid Conversations series. Jessica and Kourtney work as the Director and Senior Manager, respectively, of the global lifestyle marketing agency MKTG, which humanizes brands through live events. Some of their clients include IBM, FedEx, Nike and Toyota. 

MKTG has multiple core services, sports and entertainment consulting, hospitality and events, experiential, digital, social, content and influencers, B2B, and Research and Measurement. These various core services work together to create the best live experience possible. In a normal year, MKTG helps to put on over 80,000 events yearly. Due to COVID-19, their 10 domestic and 31 international offices had to shift to an online event style for clients. While the pandemic has sidetracked most live events, some events can be held in a safe, hybrid environment to maintain the effectiveness of live events hosted by a brand. 

There is some opportunity that will come out of the pandemic. “Technology is here to stay and some clients are going to continue to hold virtual events beyond the COVID-19 pandemic,” said Jess Staropoli, MKTG Senior Manager. MKTG is innovating and creating virtual events for clients that continue to humanize brands and connect brands to their audience. 

Jessica and Kourtney have learned a lot from working with clients on virtual events. An important question to ask your client before the virtual event is ideated is, “what is your end goal with this event,” said Jessica. There are typical large-scale events that do not make sense as virtual events, and trying to turn them into successful virtual events is not recommended. Virtual events are ideated and executed in very strategic ways that differ from live events. MKTG learned that a “COVID-19 plan was pivotal for successful events. Covid taught us the importance of having a crisis communication plan,” Kourtney explained. Numerous aspects can throw a live events schedule off track, so being able to hold successful virtual events is a great skill set. Studying successful virtual events and practicing creating your own is “knowledge that is super valuable and will allow you to make yourself more marketable in the industry,” Jessica advised. 

While Jessica and Kourtney have learned a lot professionally from working in a pandemic, they have also learned some personal lessons in self-care. “Self-motivation is everything, when in doubt just look at things from a different angle and always find the positive in everything that you do but, don’t force anything upon yourself,” Jessica mentioned. It is important to take time to reflect on how you are personally feeling to put your all into working from home. The pandemic has shifted the workforce drastically, so self-awareness and self-care are important now more than ever.

Learning about MKTG and the events they put on was so informative during this session of Candid Conversations. Stay tuned for another blog post regarding MKTG’s trainee program! Our next Candid Conversation is Tuesday, Feb. 2 at 6 p.m. with Elizabeth Moss.

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! 

PRSSA Candid Conversation with Erika Mayor 

By: Thea Nagle 

 A majority of nonprofits have been active during the pandemic supporting and providing services to their clients and communities. Public relations professional Erika Mayor has an extensive career in nonprofit, working for St. Jude Children’s Research Hospital for five years. Mayor was always passionate about nonprofits and recommends that anyone interested in nonprofit works for an organization they truly care about. It makes the work more rewarding and enjoyable. Mayor still works with her nonprofit passion today in the consulting firm she started in 2013, GrupoMayor Consulting Inc. 

Mayor began her PR career as a journalist after graduating. While journalism was not her desired career path, she learned a lot of valuable skills as a journalist that she brought with her to her PR profession. Mayor was offered her first PR position with Red Cross, “On my first day I got to the office and they asked me to write a media alert and a boilerplate and in my mind I was like what is that?” Without much experience in PR she quickly realized that she already knew how to do some key PR functions after working in journalism. At Red Cross she learned about the creation of press materials, conducting press conferences, planning events and fundraising. She became the spokesperson for Red Cross, “It was scary to stand in front of a mic and say something because the cancel culture we have now is very intimidating, but the experience made me the confident media trainer I am today.” A lot of what she learned during her time at Red Cross prepared her for success with St. Jude Children’s Research Hospital. 

After the Red Cross, Mayor took her skills to St. Jude Children’s Research Hospital where she worked her way up to be the Associate Director of the South Florida Region. Working for a large organization proved to be a challenge because of how detailed and strict they are about branding and image, but it helped her stay organized. In addition to working in crisis communication, branding, strategy and other aspects, Mayor thought “If I wanted to get in with the key players I needed to have the same skill set and knowledge, so I went to get my masters in business.” After receiving her masters she gained more respect and had better knowledge in the business realm.

After several years, Mayor created her own consulting agency. Starting her own agency was something she was always interested in, but it took time. Mayor advised students that “It’s not years, it’s not quantitative. It’s all experience and what you have learned and what your previous experience is.” Being able to experiment with different roles and positions was extremely valuable to Mayor, because she needed to figure out what she liked. Gaining experience and wearing as many hats as you can is crucial to success in communications. She told students that employers like to see consistency and adaptability. Staying at a role and learning as much as you can should be our top priority before we move onto the next to expand our skill set. 

Mayor’s top tip for current PR students is to take advantage of what else you can be learning outside of the classroom. What certifications, webinars, online courses would benefit you?

By: Thea Nagle, PRSSA Secretary

PRSSA kicked off its Candid Conversations Series for the Fall 2020 semester with Matthew Sacco on Monday, Oct. 19. We connected on Zoom for an honest discussion between Sacco and the students. The event opened with Sacco summing up his professional journey from starting his collegiate career as an architecture major, then making his way into the sports, entertainment and political communication industries. After sharing his journey, students engaged in a Q & A session to learn more about the realities of working PR. Some students asked questions about starting their careers, advice and skills needed while others asked specifics to his past and current positions. 

“I found out it wasn’t the path for me (in reference to architecture),” said Sacco, earning group nods of approval as most of the audience has felt the same. Prior to exploring working in PR, Sacco was an architecture major at UMass Amherst before realizing he wanted to go into a communication field. He accepted a role with a campus newspaper and found a calling in writing and communication. After graduating he reported on lacrosse until a connection passed his resume off to someone at the Florida Panthers, where his career in sports PR began. After 10 years with the Panthers and working his way up through the ranks, he shifted into a new role in the entertainment public relations industry. Sacco joined Roc Nation to help create and manage a new arm of the organization and offered him an opportunity to return to New York and his family. After achieving success in New York, but realizing he wanted a better work-life balance and to pursue more stimulating work, Sacco returned to Florida to work as a political consultant and lobbyist. Sacco is currently a governmental consultant for Rubin, Turnbull & Associates. Here he offers clients seasoned lobbying expertise as well as advising on business strategy.

Working in lobbying “is very entrepreneurial in nature,” Sacco says. By setting his own schedule and agenda he works with more predictable outcomes and can better control his and his client’s destiny. Lobbying requires finding mutually beneficial solutions with clients. He represents clients in every regulated industry to find different strategies to change decisions. The specific examples Sacco provided about what kind of clients he has worked with and what they accomplished, helped to illustrate political communication. 

Sacco’s biggest piece of advice for college students is to “find mentors in people you admire, and ask them to invest in you to help you learn and grow.” A mentor encourages their mentee to constantly work on themselves and become a top mind in their field. If you can be an expert in the room then you automatically elevate yourself and set yourself apart. At Emerson we have the opportunity to acquire and perfect the skills that will launch us into our future career. Sacco inspires us to set a goal for learning and gaining as much experience as we can while at Emerson.