Public relations students enjoy many opportunities for real-life experience

UNIVERSITY PARK, Pa. — Many Penn State public relations students are putting their classroom-learned skills to the real-world test — and helping promote local State College charities and traditions along the way — thanks to collaborations facilitated by faculty members.

For example, students in a senior capstone class taught by Tara Wyckoff, an associate teaching professor in the Department of Advertising/Public Relations, have been building a public relations campaign for the Alternative Christmas Fair (ACF), which is celebrating its 40th anniversary on Dec. 4. ACF hosts booths for 31 local, national and international charities, and attendees purchase donations in others’ names as holiday gifts during the event at the University Baptist and Brethren Church.

“It’s a really good way to feel connected to the community, especially for students who aren’t from State College,” said senior Gretchen Little, a student in the class said. “Developing a strategy as a class for something so local has been a unique experience.”

The class has been pitching for media placement in radio, TV and print; developing key messages; creating social media deliverables; and updating the website for the event. Students also plan to attend the event and offer in-person support.

“Working with ACF gives me real-world client experience in the classroom, which is preparing me for the future,” Little said. “But, because ACF is benefiting so many different charities, it feels like our class efforts are making real impacts.”

Another of Wyckoff’s classes, a public relations media and methods course, also is focusing its client efforts on local impact this semester. Students are developing a media relations campaign for the YMCA of Centre County Anti-Hunger Program. 

The class is currently pitching key messages to local and regional media to earn placements in print, radio, TV and digital mediums.

“Having an opportunity to work Tara Wyckoff’s communication classes at Penn State has been a great opportunity for the YMCA of Centre County Anti-Hunger Program,” said Mel Curtis, director of the YMCA’s program. “The level of detail and energy of the students has been very rewarding, and their ability to bring new ideas is very helpful for us.”

The class has been pitching to increase awareness of Anti-Hunger Program’s services, offer information about how community members can volunteer, and change myths around food insecurity.

“This has given us the opportunity to look at new ideas and also see the approach through others' perspectives,” Curtis said. “It has been very rewarding to work with these students, and I am very glad to have this opportunity.”

Additionally, students in another section of the senior capstone campaigns course taught by Renea Nichols are working with several clients, including FOX Sports University, Talleyrand Croquet, the Underground Railroad exhibit in Bellefonte Art Museum, Union Cemetery, Rooted Farmstead and Eagle Iron Works, and Curtin Village.

Nichols, an associate teaching professor of advertising/public relations, has a long history of connecting student projects to community work. A past class partnered with and won a national award for its work to rebrand the Homewood and Hill Districts in Pittsburgh. Her students have also connected with causes that raise awareness and victim support around sex trafficking.

Nichols was recognized for her work earlier this year, receiving the 2022 Barash Award for Human Service, which “honors a full-time member of the faculty or staff or student body on the University Park Campus who, apart from his or her regular duties, has contributed the most to human causes, public service activities and organizations, or the welfare of fellow humans.”

“Not only do these campaigns help small businesses and nonprofits, but they also teach students to immerse themselves in the community and give back to the place they live in,” Nichols said.