We are all guilty of having these assumptions about our lives whether we want to admit it or not. In college, our advisers make us feel that we couldn’t have made a better choice than the program we are in, or that the college we are attending has the best classes for our major. But when we line up the departments at different colleges, how do we really measure up?

I never really worried about this until I realized there is an entire world of public relations outside of the halls of Chico State. On my first job interview, I was asked how I thought our program prepared me for the entry-level position I was vying for. I began to wonder if other universities were creating their own public relations specialists that I had to worry about.

At California State University, Northridge, the department of journalism offers seven concentrations, including public relations. Under the description for the program, it specifies that the university “asks students to apply what they have learned to actual situations.” There isn’t a requirement to be involved in an internship program, but students are encouraged to acquire professional experience.

It seems rare that many universities require their students to participate in an internship as a portion to their undergraduate degree. San Diego State has a selective internship program provided, in which students are placed on-site at various businesses.

Not to toot my own horn, but after viewing these requirements for public relations programs at other California State Universities, I have to admit that it seems like those of us at California State University, Chico are very well prepared for the real world. As a part of our degree, we are required to participate in an internship program, whether it is through Tehama Group Communications, our own student-run public relations agency, or as an intern at another site in the community.

There is an inconsistency among the public relations undergraduate programs and many improvements that can be made. One blog titled “Fixing PR Undergrad Programs” has five ideas listed for how college public relations needs to change. Among the list of tips included being knowledgeable in the new technology hype, knowing the importance of ditching flip-flops for heels on a job interview, and understanding how to really communicate with journalists.

Not to mention, with the rising popularity of social media, many traditional public relations courses may have to alter their curriculums to suit the trends of the times. While knowing the traditional basics to public relations is essential, we are also responsible for learning what the future holds.

I feel fortunate that I have gained great experience in my field at Chico State, but I know that there are some other cutthroat professionals roaming nearby, trying to land my jobs. There’s no room for mistakes in this dog-eat-dog environment, and being thrown into the process when there is a massive economic blow at hand just makes it that more interesting.

-Lindsay Wright

Bite Communications is one of several public relations companies revamping their style to sustainable standards. With their “Bite Cleantech Practice,” they are teaming up communications experts with consumer brands to build green strategic plans.

Wal-Mart is another company working to change their company’s image by holding a month-long campaign in support of sustainability. The Earth Month Campaign encourages shoppers to shop with the term “environmentally friendly” in their minds and is promoting the ability to shop sustainabley at a legitimate price.

Although being environmentally conscience is important, is the merge of public relations and sustainability important? Some may believe that the creation of public relations and marketing strategies are the only solutions to stopping global warming in its tracks. Without the reinvention of products and operations, companies won’t know where to start to get on the right track.

Although the coined term “going green” may be an exhausted label, public relations professionals who are involved with the trend will make the best of both worlds – literally.

-Lindsay Wright

Special Projects Manager

Last week, several TGCers and Chico State public relations students were exposed to one of several routes that many graduates in the field take – tech pr. Students took the trek down to Voce Communications in Palo Alto to collect advice from the experts, some of whom once graced the halls of Tehama. Some students were seeking career advice, others were simply trying to further grasp the concepts of public relations, but everyone learned a little more about where the future of this concentration is headed. 

 With more and more social networking sites popping up by the minute, it’s no wonder that public relations professionals have jumped on the bandwagon. Companies are now faced with numerous options to promote themselves and often are challenged with the traditional press release versus the contemporary blog. Not to mention the extremely fast turnaround of news. No matter what happens to a company, the good, the bad and the ugly will be posted within minutes if it’s newsworthy enough.   

Although this generation of students have dipped their hands into the cookie jar of social media, do we really have what it takes to understand the nitty-gritty and complicated world of technology? Some of us may be willing to learn if we don’t know it already, while others may chose another path.  

The beauty of public relations agencies is that there are usually an array of clients and fields that we can become involved in, so it’s really a matter of weighing out your options when it comes to finding what is for you. Whether or not technology is your forte, there’s no doubting you will most likely cross paths with this always evolving trend in society.  

-Lindsay Wright 

Whether it’s in the classroom or in the workplace, female presence is becoming more and more prevalent in the field of public relations. Although male journalists are still common, public relations specialists and executives are predominantly female.

There are many different avenues to take in the world of public relations, ranging from working at an agency and representing an array of clients, to working as a personal representative. In any case, it can be expected to find a woman waist deep in press releases and brochures. But why has this trend been increasing in our society?

According to research conducted by ic Birmingham, the Institute of Public Relations stated that in 2004 women held the majority of public relations careers by a ratio of 60 to 40.  Because public relations professionals often work in teams and with clients, they are highly organized and generally excel in communication and relationships. Is it a given that women are dominating in the industry? Not necessarily.

There may be more women working as account supervisors or assisting in various in-house productions, but who’s still behind the scenes pulling all the strings of the operation? Men. Catalyst, a women’s advocacy group, found that only 16.4 percent of corporate officer positions in the 2005 Fortune 500 were held by women.

As if working under the authority of all male CEO’s isn’t hard enough to swallow, women are still paid 77 cents to the dollar that men are paid. Specifically in the field of public relations, men are paid nearly $50,000 more than women who have the same experience. Today, there is still a huge wage gap between the sexes.

Although many women seem to naturally acquire the characteristics that create the ultimate public relations professionals, why aren’t they holding the reigns yet? Are we still expecting women to be at home taking care of their families while their husbands hold corporate positions? We are finally seeing a woman as a front-runner in the race for presidency, so why aren’t other companies following suit?

There isn’t a simple answer in an industry as complex as public relations, with a majority of women workers and minority of women leaders. According to Worldwide Success, there are 22 guidelines to becoming a successful CEO. This list includes attributes such as being humorous, tenacious and aware of style. I know plenty of women are willing to take on these tasks on top of several other skills, so lets keep at it and see some progression in our industry.

- Lindsay Wright

  Special Projects Manager, Tehama Group Communications