UNIVERSITY PARK, Pa.— As a first-year student Emma Chan could not have predicted her future as an advertising/public relations major, much less a recipient of the American Advertising Federation’s (AAF) Most Promising Multicultural Student Award for Fall 2022.
Her journey began as an English major considering law school, even going so far as to take the practice LSAT. However, after meeting with her adviser and experimenting with courses like Intro to PR, she quickly realized her interest in public relations and decided on a new path in communications.
Now a senior and a double major in advertising/public relations and English, she said, “I’m really happy with my decision...and finally have an idea of where I want to go.”
The AAF has granted the award and a four-day immersion program in New York City to 50 of the nation’s top multicultural seniors. Students demonstrated academic achievement and an average GPA of 3.7 to be eligible, then applied with recommendation letters, a resume and a written summary of their community involvement. Joining Chan as recipients from the Donald P. Bellisario College of Communications were senior advertising/public relations majors Chenai Christian and Star Lawson.
Chan has navigated a prosperous four years at Penn State and has shared her experience in the hopes of enlightening others on how to do the same.
Extracurricular involvement and learning by doing
With the decision of her academic path leading the way, Chan expanded her Penn State experience to a wide variety of extracurricular activities and involvement opportunities. In addition to joining Penn State’s Alumni Corps, Lion Ambassadors, working part-time at the library, and interning with Lincoln Financial Group on their brand strategy team, she pursued a passion for writing and tutoring as a peer coordinator at the Writing Center at Penn State Learning.
To cope with extracurricular activities and academic demands, Chan learned to balance her activities and passions. She described a “learning curve” of understanding and appreciating time management, organization and the “importance of asking for help.” Learning how to effectively prioritize tasks and collaborate with others has been a major part of her student journey, she said. Such skills have allowed her to contribute to environments like the Writing Center at Penn State Learning, where, she noted, “In just a thirty-minute session... I can help people gain confidence through their writing.”
With this in mind, Chan knew she wanted to empower people through writing and continue to build connections with clients and audiences. She noted the similarities of these ambitions with her other on-campus activities, like building relationships with the Alumni Association through Lion Ambassadors or building a brand voice in her internship. She wants to develop further in interpersonal relations, writing and media skills in her career.
Developing new skills and a passion for improvement as a peer coordinator
Chan joined the Writing Center at Penn State Learning during her sophomore year and described her time with them as “fantastic.” She explained her role as peer coordinator as a “liaison between peer writing tutors and [her supervisor,] Tabitha Fisher,” whose supportive guidance Chan amply recognized. Fisher described her experience working with Chan as “wonderful” and stated, “She is reliable and intentional about the work that she does and is always trying to learn more.”
Chan handles tasks like tutors’ scheduling conflicts or shift changes and leading staff meetings. As one of two workshop coordinators within the peer coordinator team, she is specifically responsible for coordinating tutor class visits and building relationships with tutors and professors.
From learning about the structures of writing in her peer coordinator pre-requisite course to constructively criticizing dense thesis papers, she is “fascinated by the challenge that tutoring brings.”
For Chan, writing is a deeply personal discipline. She believes that a piece of writing is a “part of someone” and must be handled with “care, respect and delicacy” no matter the subject. She said she is appreciative of the trust that students place in her to help them improve such a personal part of who they are
Unity through experience and the significance of diversity
With such a wide range of involvement and strong passion for her work, Chan’s reception of the Most Promising Multicultural Student award may come as no surprise, but for her, it is something that still feels surreal. She emphasized how grateful she is for the award’s existence and the “amazing intention” of bringing diversity to the advertising and marketing industries.
When explaining the award’s significance, she pointed out the current discrepancy in opportunities between white students and students of color due to cultural differences and systemic issues. Including her own experience with an expectation to pursue a STEM field as opposed to advertising, she noted how there is frequently a lack of understanding among students of color that advertising is even an option.
Chan stressed how important the award is to teach value in being a multicultural person as well as someone who wants to pursue the ad industry. She said she believes, “There is a lot of valuable and incredibly impactful work that comes from advertising and PR that a lot of people don’t realize.”
The recipients’ trip to New York in February also reinforced the cultural and personal impact of such work for Chan. The Most Promising Multicultural Students Recruiters Expo has provided the opportunity to meet and network with industry professionals since 1997. The program features an awards luncheon, workshops, and office tours of top companies like Wieden and Kennedy, SiriusXM and the Trade Desk. Chan specifically recalled the “panelists who gave advice about being young, multicultural professionals” and said, “It was incredibly insightful and a great experience!”
She described the diversity of backgrounds and identities on the trip, including first- and second- generation and international students. Despite their differences, she said the group bonded quickly and was able to share similar stories, ideals, and goals of “why we want to be here.” This unifying effect to bring people together through shared experience is, for Chan, “at the core of the award.”
Advising and inspiring to engage and explore
By experimenting, exploring and engaging with new experiences, Chan has thrived both academically and socially. Her simple word of advice for current undergraduate students is “don't be afraid to say yes.” She recognizes the hesitancy to reach out, meet new people or get involved, which can overwhelm students, recalling her early experience as an undergraduate. Chan struggled with shyness and social discomfort herself but said she dealt with it by constantly exposing herself to “situations of discomfort” and trying new things.
She encouraged students struggling with the same concerns to start small.
“Talk to that person down the hall...or join that club,” she said. “Don’t let fear of experience or fear of change hold you back because that’s what college is about.”
Chan maintains that stepping outside of your comfort zone will always be beneficial. For her, it has allowed her to gain new skills and a fulfilling Penn State experience that she will “think of fondly post-graduation.”