The University of Oregon School of Journalism and Communication (SOJC) is a leading research institute that prepares its students for careers in journalism, advertising, public relations, and media studies. Effective communication and building trust with clients is essential for positive professional client relationships. This blog will discuss how the SOJC prepares public relations students for client-based work. Whether you are a student or an employer, these tips will provide valuable insight into the world of the SOJC.
The SOJC gives various opportunities to work with real clients. Embedded within the degree requirements are classes that allow you to collaborate with local or remote clients. The instructors at the SOJC offer support while giving you independence within your work and communication with your clients. Outside of academic classes, there are various clubs and programs where you start working with clients. Allen Hall Public Relations (AHPR), a student-run PR firm, allows students to work with clients in an agency setting. AHPR allows students various positions, including leadership positions, that give students valuable experience.
The SOJC prepares PR students for real-world clients after graduation in digital and social media management through a combination of hands-on experience and industry exposure. Students learn about the strategic use of social media and have the opportunity to work with real clients through campaign courses. Additionally, SOJC students often get to listen to guest speakers, which gives them opportunities to learn from professionals about the critical role social media plays in PR. The curriculum equips SOJC students with soft and hard skills that’ll prepare them to effectively manage digital and social media for real clients upon graduation.
As students studying PR, we’ve realized that professional communication practices and writing skills are crucial for success in this field. PR professionals must create messages that resonate with different audiences across various platforms, including social media, press releases, and emails to fellow professionals. We can develop strong relationships with clients and stakeholders by honing our writing and communication skills. We can build trust and credibility with others by communicating effectively, using proper grammar, clear and concise language, and the right tone. As PR students, these skills are essential to achieving our goals and making an impact in the industry.
In addition to communication and writing skills, media relations is another skill and practice the SOJC equips us with. Media relations is the process of creating a mutually beneficial relationship with journalists. As PR professionals, it’s essential to maintain these relationships because journalists help with media coverage. With the help of journalists and strategic communication, media relations specialists can present an organization’s mission positively and consistently. The
classes in the SOJC teach students how to write pitch emails to potential journalists, create media lists, and draft press releases. These tools and hands-on experiences are helping to provide well-rounded and concise writers and communicators.
Storytelling is the thread that connects all of the classes, majors, and minors in the SOJC. Every course students take at the SOJC emphasizes storytelling and crafting persuasive and compelling stories. You need to start with strong and effective writing skills to create interesting stories. From the first class you take in the SOJC, you will improve each aspect of your writing, from basic grammar to structure to major-specific writing; the courses cover it all. These writing skills you learn in your SOJC classes will prepare you for all the writing you do for clients.