New Findings in Philly: PRSSA Field Trip Recap


Throughout the semester, PRSSA offers a variety of opportunities and events that fully immerse members into the strategic, fast-paced world of PR. Our fall field trip to Philly served to do just that, providing us with a glimpse of everyday life at two different companies; Karma Agency and Braithwaite Communications.

Karma Agency specializes in public relations, advertising, and marketing, their current portfolio consisting of around 20-25 active clients. Our delightful hosts, Laura and Hafsa, were eager to share their expertise on how to effectively build a brand’s reputation, a phrase they deemed as synonymous with earning trust among target consumers. Both professionals emphasized the importance of cultivating a brand promise, which poses a challenge for the client to dig deeper into their overall mission, in an effort to discover how it makes their products/ services unique from competitors. In order to stand out in the crowded consumer space, it isn’t about promoting what you do, but rather, the impact you have.

Another key ingredient to leveraging a brand’s reputation is by developing “thought leadership.” Laura and Hafsa defined thought leadership as establishing oneself as an expert in their respective industry. For Karma’s clients, this involves an extensive amount of media training in which a company’s leader is prepped on how to craft a message in a way that will resonate most with their audience. While this tactic might seem trivial, it is especially beneficial for brands that are often overlooked, such as those in the healthcare or chemical manufacturing sectors. The ability to mold wording, perspectives, and taglines that are both captivating and easily understood can initiate a major breakthrough in reaching consumers.

Braithwaite Communications is a full-service agency, their objective to utilize storytelling to drive results for clients. Braithwaite employees pride themselves in not being composed into specialized teams, but rather, working collaboratively as a whole. From branding, to content creation, to media relations, all work is distributed equally across the board, which I found to be a very interesting, yet innovative approach. This allows employees to touch every area of the agency to gain a fuller, more in-depth understanding of the industry.

Employees Megan, Freddy, and Marissa recalled the most valuable lessons they’ve learned since being thrown into the field. As they relayed their personal accounts and stressed key tips for success, I gathered my own takeaways from the discussion:


  • First Impressions: Within every professional interaction, you should always be emulating your personal brand. Your passions, aspirations, and skills are what will make you unique from others, and are going to be the features that enable you to stand out among the crowd. Take time to reflect on each of these aspects to ensure that you’re consistently representing them.


    1. Experiential learning: Always be actively searching for ways to learn outside of the classroom, not just through a formal internship. Anyone that you meet can turn into an opportunity, but you must willing to seek it out, show initiative, and provide support in any way possible. Overall, be hungry and be open to jobs/ volunteer positions outside of your interests, because they can offer invaluable experience.


  • Maintaining relationships: This comes in handy most when fostering professional connections. The most important things to keep in mind are authenticity and insight. Whether congratulating someone on a new job or passing along an article that you find relevant to someone’s work, make sure your message displays genuine interest.


Both companies were so generous to host the members of our organization and nurture our curiosities of public relations and workplace. I think I can speak for all attendees when I say it was truly a great experience, filled with useful knowledge that we will carry with us throughout our entire professional careers!


What I Learned From Lauren Hess


Lauren Hess, a University of Delaware and PRSSA alumni joined us on Monday, October 22 to discuss her position at Bloom Daily Planners. Lauren is the Director of Social Media and Partnerships. It was insightful that Lauren had graduated only in 2016 and has already worked her way to such a successful position. She is in charge of Bloom’s social media which includes tasks such as creating content for posts, pitching ideas for giveaways, and holding creative meetings each week to plan content for the upcoming week among Bloom’s social media platforms.

Keeping Bloom’s social media up-to-date is not an easy task and requires a lot of creativity. Especially with a growing company like Bloom that has 81,000 followers on all their social media combined, it is crucial to stay creative and relevant.

This includes campaign creations- for example, Lauren and her social media team created “Bloom Productivity Week” which consisted of a new post every day that included tips on how to stay motivated to ensure a productive week. Each post featured a Bloom product with helpful tips on how to be the most productive version of yourself.

Lauren has also already been planning future campaigns such as “Thanksgiveaway” where Lauren and her team will be posting different giveaways during the holiday season. This is a creative way to keep their social media audience engaged in their brand, as well as show customer appreciation.

Lauren stressed customer appreciation and women’s empowerment were at the core of what Bloom stands for, which I found inspiring. It is refreshing to see a company care for its consumers and have a mission to help women become the best versions of themselves. Hearing from a young recent college graduate who is dedicated to a job she loves was refreshing and encouraging!

“Why Network?” Skill Slam Recap


On October 15th, PRSSA-UD welcomed career counselor, Nichole Hitchner, who spoke all about networking. Nichole focused on giving us tips on how to make connections, keep those connections, expand our networks, and how to present ourselves in the best way possible, whether it is online or in-person.

Why Network?

Nichole told us that more people are being hired now because of the people they know. Most jobs aren’t being posted, so talking to people you know in the field, at a career fair, or even your professors can help get your foot in the door. Here are a few tips she taught us and things to keep in mind:

Tip #1: “It’s not about what you know, it’s about who knows you are looking.”

When Nichole said this quote, it really stuck out to me. In the past when I’ve heard this quote, it is usually stated, “It’s not about what you know, it’s who you know.” Now, Nichole told us it isn’t only about who you know, but those people have to know you are currently looking for a job/internship. If you are lucky enough to have someone in your network that works in the field you are interested in, talk to them! Make it known that you are currently looking for a job/internship, so that when opportunities arise, you are fresh in their mind. People love helping people they know, so reminding them you are actively looking will let them know you are interested and prepared.

Tip #2: Your existing network is bigger than you think.

Nichole explained the “Law of 250,” which states that every person knows at least 250 people. Each of your those 250 people, (your contacts), knows at least 250 other people. So, that is 62,500 people at your second level. Each of your second level contacts knows 250 people — which makes your network grow to over 15,000,000! Your network includes your friends’ friends, extended family and their families, your classmate’s families, friends, and co-workers, alumni and their friends, and professors/supervisors and their connections. My network is definitely bigger than I thought it was after learning this!

Tip #3: Your social media platforms are vital to your career.

The top 3 platforms used by employers are LinkedIn, Twitter and Facebook. Especially in this field, having a professional online presence is so important. Besides just having a presence, it’s essential your presence is professional, relevant, and always updated so that employers know what you are capable of and can see your past experiences. You should be proud of what is on your social platforms, so if you have any work samples or projects you’re proud of, post them!

Tip #4: Informational Interviews and “30-Second Commercials”

An informational interview is not a job interview. It is just an informal meeting with someone who works in an area of interest to you. It is a great way to get information about the career field you are interested in. The best information and advice comes from people who are actually working in that field. Most people are happy to talk about their career and professional life, and how they got to where they are. To prepare for this meeting, Nichole taught us how to construct our own “30-second commercials,” which is really just a quick way to introduce yourself and highlight the best and most relevant things about yourself! We did a fun activity where we came up with our “30-second commercial” and then shared it with different people around the room. It was a great way to practice presenting ourselves and was helpful getting to hear what other people included in their “commercial” that you might have not thought about!

Tip #5: The Importance of LinkedIn

After speaking just about networking, Nichole then focused on LinkedIn, which is becoming the most important professional platform. It allows us to now have a direct connection with professionals around the world, or with people who we aspire to work with in the future. Nichole led us through some basic tips on how to improve our profiles, which were including a professional headshot, a headline, highlighting your talents, posting work samples, and updating your recent work or volunteer experience. She then walked us through the importance of sending an introductory message on LinkedIn when forming a connection, or sending a follow-up message/thank-you message after meeting or speaking with someone.

Tip #6: Networking is a two-way street.

Finally, some last reminders Nichole gave were to always have good eye contact, give a strong handshake, and have a big smile. People like to help and give advice, so don’t be afraid to reach out and ask questions! Networking is a two-way street, so you also have to do your part to keep the relationship alive and always follow-up with people you have reached out to. Stay in contact and always be appreciative.

Through this presentation, I have gained valuableIMG_6617.jpg skills I will take with me through the rest of my personal and professional life. Thank you, Nichole, for giving a very important and informative presentation! This Skill Slam definitely helped us all! I now feel more prepared going into the next chapter of my life!


PRSSA National Conference: Austin, TX


Last week, I had the amazing opportunity of traveling halfway across the country with three of my fellow PRSSA-UD Executive Board members to Austin, TX to attend PRSSA National Conference – and to say it was one of the most valuable pre-professional experiences of our college careers would be an understatement. Not only did we have the rare opportunity of exploring one of the United State’s most unique cities, but we earned a wealth of knowledge from industry professionals, networked with peers and mentors, and learned of innovative ways to make our chapter better.

The weekend was full of insightful career advice and tales of storytelling success, but one of the most captivating speeches of the weekend – a tale of triumph and a true testament to the power of public relations – was a speech given by two of the students behind the March For Our Lives movement following the tragic events that occurred at Marjory Stoneman Douglas High School in Parkland, FL. The two explained how they framed their cause to be seen as a need not just for legislative change, but for social change. They detailed how they channeled their grief into activism and through unimaginable tragedy, they purveyed the importance of tailoring a story to fit the needs of their audience – one of the backbones of successful PR.  

Furthermore, PRSSA National Conference overlaps with PRSA National conference, which meant that we were able to attend their opening general session. Seeing that the PRSSA/ PRSA community extends far beyond college years was an exciting moment, because it shows how close knit the Public Relations field truly is. Not only that, but to know that PRSSA members have access to hundreds of professional mentors is truly one of the most impactful aspects of PRSSA membership.

The three most meaningful lessons I took away from my time at PRSSANC are as follows:

  • Learning is a journey that should never stop, even once you have entered the professional world.
  • Networking truly is key. Walking away from PRSSANC with numerous new contacts could also mean numerous potential opportunities.
  • When it comes to creative thinking, do not be afraid to push the limits. This is how remarkable stories get told and how brands gain a voice.

Attending PRSSA National Conference is a must for aspiring PR professionals, and is another reason why membership in PRSSA is one of the best decisions an aspiring young professional can make.



#Interns101: Turning an Informational Interview into an Internship


Throughout my past two years of involvement in PRSSA, I’ve been prepped by a community of professionals and mentors to sharpen my knowledge on the public relations industry. While learning from these experts, I have been able to polish up on resume building, networking, job searching, and everything in between. For me personally, the skill that I have found to be most useful has tied all of these topics together; informational interviews. The purpose of an informational interview is to seek career advice from an established professional, specifically someone who holds a position you aspire to step into one day. By putting these lessons into practice, I was not only able to earn the summer internship of my dreams, but also re-assess the importance of facilitating connections. The key to nailing an informational interview can be explained in one word: Preparation.

Picture this: You’ve connected with a professional on LinkedIn that’s employed at a company you admire, or you’ve met someone at a networking event with holds interests similar to yours. You’ve reached out to them as an enthusiastic college student who would love to learn more about their position and career path. (In my experience, the employee I reached out to lived close enough to me to arrange a meetup for coffee, but keep in mind that video calls are just as effective!) The date is set… Now what?

First, do your research. Study that person’s LinkedIn, their past positions, and what they’ve accomplished. This alone can help you form questions such as “How did your previous experience at XX prepare you for the position you hold now?” or “I saw that you started off working in X industry, but then switched to Y. What changed your interests? What were the major differences between these two jobs?” Coming up with a list of questions you wish you ask prior to the interview can help alleviate any nerves you have, and ensure the conversation doesn’t come to an awkward pause as you organize your thoughts.

Another way you can help this interaction run as smoothly as possible is by brushing up on your PR vocabulary. Most people who have been working in the industry for at least a few years will forget that we, as college students, are still navigating the many terms that are bounced around the workplace. And how can you benefit from an informational interview if half of the conversation goes right over your head? If phrases like press clippings or lead time seem like foreign concepts, consider searching a few PR Glossaries so that you can be fully receptive- but also don’t be afraid to ask for elaboration on something if needed!

Lastly, don’t forget that a conversation involves two people. Despite the word interview, this isn’t meant to be a structured process, but one that flows naturally. If an opportunity arises for the conversation to go in a different direction, go with it! The most important thing is that you walk away with more knowledge of your goals and/or job expectations. You shouldn’t enter into this thinking an internship will be handed over to you by the time it’s over. Be sure to follow-up to thank the person for their time and advice. If potential internships weren’t brought up during your interview, reiterate your eagerness and initiative in follow-up by stating that you would love to be considered for any available opportunities in the future.


How You Can Find a Job on Twitter: A Chat with Erica Nardello of Digitas Health 


“You’re never going to get a job looking on Twitter,” Erica Nardello’s father told her while she was searching for her first opportunity after graduating from UD with a B.S. in Marketing in 2009. However, the now Senior Manager of Social Strategy for Digitas Health laughs that she found, applied, and accepted a position at the company after seeing a job posting on their Twitter. This past Monday, our PRSSA-UD members had the honor of hearing Erica’s advice about interviewing and then succeeding in future careers.

For those who may not know, Digitas Health specializes in purposeful healthcare and pharmaceutical marketing that works, along with its mission, to help and not sell and create deeper connections between consumers and professional customers. Digitas Health is a member of the world’s largest healthcare communications network, Publicis Healthcare Communications Group, making it an even greater honor to learn from the best.

Her valuable knowledge (and hilarious use of gifs) kept us engaged and motivated for our futures in the industry. Below are her tips for successful interviewing and excelling in the job:

1. Do the research: Know your facts about the company, including their mission and client work, by reading up on their website and social media (and maybe you’ll find an opportunity on their Twitter like Erica did)! Part of doing the research involves preparing for potential interview questions and coming up with your own questions to ask the interviewer and show your interest.
2. Demonstrate your work ethic: Talk about how you put in the work to get things done, instead of just listing off your accomplishments. Speak to your values and how they related to the projects you worked on!
3. Back it up with data: Of course, it’s super effective to prove your success with numbers, but you also need to illustrate why they were important to making a difference in previous positions. If you have a copy of the analytical information from social media posts you made, for example, that would make an impact in your interview.
Excelling at the job:
4. Sign up for more responsibilities: Say yes to all the opportunities at your internship to make a difference, grow, and learn more about an area of public relations you haven’t explored yet (corporate/internal communications, account management, etc)!
5. Try a side hustle: Explore opportunities that fuel your passions, like freelancing or volunteering. The experiences will help you build your skill set in more ways than you know!
6. Find mentors: Erica says that she would not be where she is today without her mentors who guided her along her career journey and advocated for you. Sign up for our Mentor-Mentee program when you see the email to have this experience in PRSSA-UD!
7. Use your skills to give back: Whether this is volunteering for a non-profit or using your work to make a difference in the world (such as working on healthcare clients like Erica), it’s so rewarding to give back and help others.
Currently, Erica hosts CreativeMornings Philadelphia (, a monthly breakfast series for creative types, while working at Digitas and serving as a UD Career Acceleration Network Advisor (UD CAN). Sign up for to connect with Erica for even more advice on career paths in advertising and marketing, plus résumé feedback! And thank you Erica for all of your fantastic advice and for sharing your experiences with us.

#Interns101: Connections, Patience, and Hard-work


This summer I had the opportunity to be an intern for Blue Blaze Marketing Associates located right in Newark, DE! I actually started my internship with them in January and then had it extended through August. The three main things that were reinforced throughout my internship was the importance of connections, patience, and hard work.


Back in October 2017 Wendy Scott came into our PRSSA meeting in Brown Hall to talk to us about an internship opportunity with DE Wildlands. I know you’re probably thinking now, I thought she said she was working for Blue Blaze, you’re right, I was, it all connects. Anyways, Wendy came in and talked about getting an intern to come in and help her with their main fundraising event of the year, a Bluegrass Music Festival. She was flexible with time and did not care if you had experience. Wendy was ready to help be a mentor to someone and give them experience that they could use in the future.

As a sophomore who had a lot of leadership experience and one communications internship in high school, but nothing other than that, the opportunity sounded perfect. I emailed Wendy that night and linked with her on LinkedIn the following morning. That Thursday I had an interview and soon after I heard that she would love to work with me, she just needed to confirm with her boss.


October turned into November and November into December and I still hadn’t heard anything else from Wendy. I was hoping to do the bulk of my internship work during January winter session and then I built my spring semester around having time to work, so it was starting to worry me that I hadn’t heard anything.

Soon after the New Year I heard from Wendy that her boss wasn’t giving her definitive answers, but she would love to work with me, so she had a internship position she could offer me at her and her wife’s personal firm, Blue Blaze. I instantly accepted and soon got to work.

I learned how to become a stronger researcher—I did research on what different potential clients we could reach out to, how to develop a media list, how important fact checking is when creating a display. They gave me independence to prioritize the tasks they gave to me and they trusted me to develop content for their new website. They truly cared about not only the work I did, but also my personal life and the steps I was hoping to take within my career. They wanted to play a role in helping me get there. After having patience for what the future would hold for me working for Wendy, I was ecstatic when everything fell together so incredibly.

Hard Work

The harder I worked the more they gave me to do and it was such a rewarding experience.

Before I knew it, the semester had come to an end and I was preparing to go home and spend the summer working before leaving for Cameroon in August. I was sad knowing that my time was coming to an end, but excited to leaving with knowledge and products to add to my portfolio.

A couple weeks before the end of my internship, they sat me down and presented me with a proposition—how would I feel about staying on for the summer? Compensation would be involved because they were aware I would be commuting at the opportunity.

Because of my connections through PRSSA, patience with the process, and strong work ethic, I was able to turn a 4-month opportunity to help with an event into a 7-month internship working with clients ranging from IT companies to small non-profits!

#Interns101: Making a Difference in Public Relations


Every time I meet someone new or attend a family function, I’m asked the inevitable, “So, you’re a Communication major, what are you looking to do after graduation?” For a while, that question overwhelmed me as I considered avenues of the field that related to my passions. Could there be a way for me to unite my dream of helping people and making a difference from my community service background with agency work?

As I navigated the industry more, I decided to explore internship options to help organizations on campus before moving onto the bustling agency life in a major city. This past summer, I was grateful for the opportunity to work as a Social Media Marketing intern for three official University of Delaware accounts: the Career Services Center, Residence Life & Housing, and the UDairy Creamery. While each organization had different specific messages to promote to audiences, I found that they all shared the mission of positively impacting the lives of those in the surrounding community and outer world. For example, the Career Services Center aimed to prepare students and alumni for a prosperous life after graduation as they follow their passions, Residence Life & Housing worked to make the university an inclusive community for all residents, and UDairy served as an environmentally sustainable venture teaching all of its passionate student workers about running an impactful business – among various organizational goals.

Through these internships, I was given almost full creative control of the content appearing on each channel, (typically Facebook, Twitter, and Instagram) with approval from my supervisors, of course. As someone who will be managing multiple client accounts at once at a future agency, this was a welcome challenge. Overall, these experiences taught me about the importance of keeping an organized content calendar, staying on top of trends and university news that connected to the brand message of each account, and finally, they helped me grow my network of professionals who I can turn to for industry advice.

Now, I can successfully answer any questions about my future in the public relations industry. Lately, I’ve discovered that my goal is to work with clients that make a difference for the communities they serve, especially non-profit clients that delve in the areas of mental health, environmental sustainability, and gender equity, to name a few. With these opportunities under my belt and by uniting my passions of public relations and service to the community, I know I will feel fulfilled in my work after graduation and help others.

#Interns101: How Joining PRSSA Enabled Me to Feel Prepared for My Internship


This past summer, I had the privilege of being a public relations intern at The Syndicate, an entertainment marketing agency in Weehawken, New Jersey. This was the first real internship I’ve ever had, so there were obvious nerves that came with it. I can definitely say I would not have been able to successfully complete this internship and feel as prepared as I did if I had not joined PRSSA.

Before joining PRSSA, I did not even have a resume. Through the mentor-mentee program offered in our chapter, I met amazing upperclassman students who were able to help me. They had gone through what I was currently going through and gave me advice to point me in the right direction and feel confident in my abilities. My mentor helped me create my resume, LinkedIn, and further develop my online presence.

A UD and PRSSA alumna, Brittany O’Connell currently works at The Syndicate and was an intern there last summer. I knew we had the similar interest of working in the music/entertainment industry and knew she loved her internship there. I applied, went through an interview process, and ended up getting the internship! I worked alongside Brittany all summer which was so fun and amazing to see how much she has grown already post-graduation. It was great to learn from her and see a real-life example of how far you can come in this industry in such a short amount of time. I would not have heard about this agency if not for knowing Brittany from joining PRSSA and being on the executive board with her. It was such an amazing experience and I’m so happy I had the opportunity to work there, and especially with her, this summer!

Besides forming connections as a way to help in internship opportunities, PRSSA really helped me have the ability to feel prepared and comfortable going into my internship. I have learned such valuable skills through our skill slams and the speakers who have come to our meetings. Whether it was how to answer interview questions, what to wear to an interview, learning basic public relations terminology, how important it is to form connections, and ultimately how to become successful in this industry, I have taken everything I have learned thus far and applied it while working at this internship.

After completing this internship, I know doing PR in the music/entertainment industry is something I definitely want to pursue. It’s great that I was able to have this opportunity to verify my interest in this field. I’m excited to be able to take what I’ve learned this summer back to my chapter and share my knowledge and experience with younger students, just like what was done for me!

Morgan Zysman is currently a senior majoring in media communication with minors in advertising and journalism.To connect with her, follow her on Twitter and connect with her on LinkedIn.

Making Communicators: A Conversation with Kim Dixon

What makes a great communicator? Is it the number of Communication classes you’ve taken? Or the amount of press releases you’ve written? Or the number of LinkedIn connections you have? Kimberly Dixon thinks otherwise – anyone can be transformed into a great communicator with eight (not-so-magic-after-all) qualities.

Kimberly Dixon, a UD alumna now working as Vice President of Global Corporate Communications at Weber Shandwick, one of the leading global communications agencies, certainty has the experience to prove her credibility. Since graduating from the University in 2007, she has held numerous positions in Public Relations which have helped advance her career. But in her words, the experience that was most influential in shaping her interest in Public Relations was actually right here at UD, writing for The Review. “It was there that my love of storytelling was born, and where I learned the value of writing with precision and clarity,” Dixon says. Working her way up to become a Managing Editor at The Review, she then had the opportunity to travel outside of Newark to research stories and interview key individuals, allowing her to see how writing and journalism can create an image, one of the fundamental parts of Public Relations. After graduating, she acquired a broad range of experience that has opened her eyes to the differences of working in-house for companies such as J.P. Morgan, versus for a larger agency such as Horn Group, PureWow, and finally, Weber Shandwick. Along the way, she has gained valuable knowledge that she was kind enough to share with us. Below are her Eight Characteristics of Great Communicators:


  • A Thirst for Knowledge – Be a lifelong learner, don’t let yourself become stagnant. Ask questions whenever you can and “always be intellectually curious!”
  • Seek Different Perspectives – There will be times in life when you will not always be an expert, nor will you be right. In these cases, it’s ok to ask for advice from other people and have an open mind because “diversity of thought is one of the most valuable skills to possess.”
  • Listen, as much, if not more, than Talk – Yes, you have to be able to articulate and communicate your thoughts and ideas, but there is a lot to be learned from listening to others. As Dixon emphasized, it always looks good to care more about the people around you than yourself, and as her father said to her, “You have two ears and one mouth for a reason!”
  • Be Allergic to the Status Quo – It is easy when you become successful to get such in a rut and revert to the same tried-and-true tactics. But it’s important to ask yourself, “How can I improve? How can I be different? How can I challenge the ‘status quo’ to set myself apart and succeed?”
  • Prepare! – The secret to having authority and confidence in any situation, while making it appear effortless, is preparation. Do your research, do your homework, and rehearse!
  • Hustle! – What you get out of your career is what you put into it, so make sure to use your energy wisely! Don’t rest on your laurels because the road to success never ends.
  • Tell the Truth; Be Transparent – In any industry, but especially in Public Relations, there is a responsibility to be honest and authentic. Doing so will not only make you a better person, but it will also show your integrity and strength of character.
  • Make an Impact – As Dixon says, “Communication is the currency of change.” We, as communicators, are in a unique position to make a difference in our world by using our skills and talents for the benefit of the common good.


The best thing about these characteristics, aside from the fact that they can be learned and developed, is that they never stop. We as humans, not just communicators, are a constant work in progress, and we can always find room to improve. Thank you, Kimberly, for sharing your words of wisdom with us and helping us become the best communicators we can be.

Rosalie Baseman is a junior Honors French and Interpersonal Communications double major with a minor in Fashion History and Culture. She will be taking on the role of PRSSA-UD’s Co-Program Director for the 2018-19 school year. She is also President of Yoga Club and Associate Editor of UDress Magazine.